Research On The Marketing Strategy Of Qinshantang Company

With the social progress and economic development,people pay more and more attention to healthy awareness.The global health of the residents consumption has been rising year by year.Their demand for nutritional health products has soared.Chinese health food industry started in the 1980 s,which has rapidly developed into a unique industry.By the 21st century,health care products market has been further opening up and development in China.The rapid development of economy,great improvement of income level,and the deterioration of the natural environment,all this has fuelled the rapid expansion of the size of the domestic health care products sales.Many large multinational health care enterprises have fought fiercely in the huge market of China.In this field,the competition among health care enterprises is becoming more and more fierce.As a company with 15 years history,Qinshantang is a traditional health care products sales enterprise.By using conference marketing mode,it has been well developed for these years.At present,the market network has spread more than 120 cities in China,and it has more than 300,000 honest consumers.However,with the macro-control of national policies,the impact of the internet,the consumption environment and the change of people's consumption habits,the mode of conference marketing is gradually becoming depressed.How to revitalize traditional old enterprises?How to make the company keep up with the times?It becomes an urgent problem.Based on the case of Qinshantang,the first part of this thesis introduces related theory of marketing management and analysis tools.Through the analysis of the health food industry macro environment,introduces the present situation and the existing problems in the course of the company's development.The thesis analyzes the company's marketing strategy and its characteristics,and compares the marketing strategies of competitors,summarizes some problems and advantages of the company in the marketing strategy.This thesis uses PEST theory to analyze the internal and external macro environment.Then,according to the market segmentation,target market selection and market expansion,and global strategy,the marketing strategy suitable for the company's development is drawn up.Then use 4Ps,4Cs,4Rs and other theories to improve the company's health care product marketing strategy.By using SWOT model,analyzing the existing competitive advantages and disadvantages,as well as the challenges and opportunities.At the same time,it sums up the existing problems in marketing strategy.Finally,it puts forward the optimized marketing strategy solution.That is by strengthening brand publicity,improving the company's industrial chain and products combination,building information management platform and expanding online marketing channels.It not only provides a solution to the dilemma of the development of the company,but also provides more solutions and ideas for other enterprises engaged in health care products industry.At the end,it shows the specific implementation process of the strategy,and then makes relevant logistical support and assistance measures according to the differentiation strategy.The innovation of this thesis is based on the opportunities and the difficulties of Qinshantang in the health products market.It tries to make the old traditional company renewed vigor.And it also provides marketing solution reference for the health care industry's development under stable and fast mode.