Research On Marketing Strategy Of HUAXIN Pharmaceutical In Guangdong

With the continuous improvement of people’s living standards in recent years and the enhancement of people’s health awareness,the per capita expenditure and the number of consumers in China’s health food products have significantly improved.In the long term,"great health" policy in China is also beneficial to the development of the health food industry.However,it is a huge market space in the future but the market situation is chaotic now.The negative news about health foods is endless.Some incidents have seriously violated the rights and health of consumers.The state and governments at all levels have begun to adopt strict regulatory measures for the entire industry.In the foreseeable future,although the entire health food industry will maintain growth,it is not easy for companies to become beneficiaries of this growth wave.HUAXIN Pharmacy is a health food production enterprise established in 1994,headquartered in Hefei City,Anhui Province.In early 2018,Guangdong subsidiary is established to take charge of the market development and operation of HUAXIN Pharmacy in Guangdong Province.As a large province of health food production and consumption,Guangdong Province has a huge market space but fierce competition.In response to this situation,this thesis takes the marketing strategy of HUAXIN Pharmacy’s Guangdong subsidiary as research objectives.Firstly,the external and internal environment of Guangdong subsidiary of HUAXIN Pharmacy was comprehensively analyzed.Secondly,the SWOT analysis method and the QSPM matrix were used to formulate the marketing strategy decisions of the subsidiary.Finally,the marketing strategy schemes such as product strategy,price strategy,channel strategy and promotion strategy suitable for the Guangdong market are proposed through the 4P marketing mix theory.The internal and external supporting measures for the marketing strategy are formulated.The purpose of the thesis is to make a marketing strategy tailored to local conditions for Guangdong subsidiary of HUAXIN Pharmacy,to improve the market competitive strength of the subsidiary in Guangdong Province,and to explore a marketing management model suitable for the long-term sustainable development of HUAXIN Pharmacy in the Guangdong market.