Research On Marketing Strategy Of Health Care Product S, JH Company

At the end of June 2017,the general office of the state council issued the national nutrition plan(2018-2030),indicating that China's health industry and nutrition industry will have a very good situation in the next 20 years.In 2017,company B officially changed its name to JH Company,and spent about HK $7.667 billion to acquire nutrition products Health care product S of Australia,launching the two-wheel drive strategy of Baby Nutrition Care(BNC)and Adult Nutrition Care products(ANC).After the complete acquisition of the company,JH Company introduced health products S to the Chinese market into a household name brand.Facing the uncoordinated development of online and offline channels,it needs to improve and optimize the marketing strategies,and make the company better cope with the new opportunities and challenges;this is the meaning and purpose of this study.This paper systematically reviews the basic concepts and theories of marketing strategy and analyzes the internal and external environment of company with a series of analytical tools.According to the analysis results,based on the STP framework of marketing management,the marketing strategy of Health care product S of JH Company was formulated,and the product,price,channel and promotion strategy of it were formulated according to the 4P model.For the health care products S of JH Company,it is necessary to combine the current marketing new business model and new technology to empower it,mobilize the interactive enthusiasm of consumers online,and bring immersive in-depth experience to consumers' offline,so as to achieve the expected goal.With the increase of health food penetration and per capita consumption,the sales channels of health food gradually extend from direct sales to non-direct drugstores,supermarkets and specialty stores.E-commerce channels have also developed rapidly in recent years.The research in this paper can not only guide marketing strategy for Health care product S JH Company,but also provide reference for other health care product brands.