Research On Marketing Strategy Of Children's Health Food Of N Company

N company is a traditional non direct channel health care product enterprise which integrates research,production and sales together.Its marketing path is traditional retail pharmacy distribution mode which now is facing fierce competition among the second-line of domestic health care brand.Due to lack of long-term brand investment,it is in a disadvantage position in the channel,and always be held hostage by the intermediate distributors which leads to disable the effectively understand of the actual product sales performance.More than that,with huge cost and blind investment in marketing and operation,most of promotion activities in retail terminal store are always deformed which results in directly disconnection with consumers,and unobtainable of real needs of consumers and consumer portraits.This research combines the marketing strategy of health care of N company to carry out specific research.In the first place,this paper expounds the background,purpose and significance of the research on marketing strategy of N company's children's health care food.This paper mainly adopts literature research method,qualitative research method and case research method.Firstly,its contents and methods of the research on the marketing strategy of health care products of N company are put forward based on the existing literature.Secondly,this paper applies 4P theory to analyze the current situation and problems of N company,PEST method to analyze the macro environment of the health care industry,Porter's five forces model to analyze the competitive environment of N company's children's health care products,and SWOT method to analyze the advantages,disadvantages,opportunities and threats of the children's health care products of the company.Thirdly,the author further adopts the method of combining theory and practical work planning to observe and study the behavior of consumers who are buying children's health products of N company through empirical targeted research method.Fourthly,the analysis of market positioning is carried out by using STP theory.Under combination of the competitive advantages of enterprises and products of N company,the product marketing method of core competitiveness of marketing in specific channels in the current fierce competition environment is proposed.Fifthly,on the basis of combination with marketing analysis tools,the actual development and future planning of the company,the targeted operational countermeasures and suggestions are proposed.This paper also carries out corresponding marketing analysis on the marketing strategy,product strategy,price strategy,channel strategy and promotion strategy of N company's children health care products so as to put forward relevant improvement suggestions as well as relevant guarantee measures to ensure the implementation of innovative marketing.Base on the above research and analysis,for the purpose to improve the overall competitiveness of N company in the industry and the input-output ratio of enterprise marketing,the author raises up relevant advices to provide constructive suggestions for the development of Chinese health care product enterprises and the improvement of marketing status of health care product in China.