Research On Optimization Of Marketing Strategy Of ZK Health Products Company

With the rapid development of China’s economy and the continuous growth in the living standards,people are increasingly attaching attentions to their physical health,and their health care consciousness is becoming stronger and stronger,and the demand for health products is becoming further urgent.Therefore,China’s health care industry has a vast potential for future development.In the meantime,health product enterprises are springing up like mushrooms,and the competition between them is fiercer.Under the great situation of coexistence of opportunities and challenges in health products market,in order to maintain the original market share in the drastic market competition,it is imperative to expand the sales volume of health care products for a batch of health product companies represented by ZK Health Product Company,while the key to expand the sales volume of health products is to generate reasonable and effective marketing strategies.As a consequence,it is of great practical significance to further improve the feasible marketing strategies for ZK Health Product Company to keep favourable economic benefit and healthy and persistent development in accordance with market requirement and the actual situation of the company.In this context,on the basis of literature review and practical investigation,the current situations of the elderly health care products market development and ZK Health Product Company marketing are analyzed.Secondly,through the ZK Company consumer questionnaire and interviews with the company personnel,from their perspective,the problems existing in the company’s marketing are pointed out,such as the product variety is inadequate,product price management needs to be strengthened,the influence of promotional tools is insufficient,the marketing channel is monotonous,and the power of marketing planning is weak.In addition,the reasons underlying these problems are elucidated based on the 4C marketing theory.Finaly,based on the STP marketing theory,4P marketing theory and 4C marketing theory,we put forward viable and competitive marketing strategies from the following respects:defining target market;product strategy based on consumer demand;price strategy based on consumer commodity cost tolerance;convenient channel strategy based on consumer purchases;promotional strategy based on communication between consumers and businesses;paying attention to after-sales service.These strategies could provide strong support and decision reference for the development,especially the imrovment of marketing strategy for the company.