Research On The Optimization Of HY Company’s Health Products E-commerce Marketing Strategy

With the continuous improvement of China’s per capita income,people’s concept of healthy life and nutrition supplement is also deepening.The concept of "big health" is constantly mentioned in the market,which makes the scale of China’s nutrition and health products market continue to grow.Among them,e-commerce channel,as an important way for young people to understand and purchase nutrition and health care products,has gradually become the most important opportunity for the growth of the industry.The introduction of e-commerce law and other policies has further promoted the rapid development of e-commerce of nutrition and health care products.HY Company,as a state-owned joint venture,entered the field of e-commerce marketing of nutrition and health care products in 2014,mainly engaged in mineral nutrients.With the coexistence of external opportunities and internal challenges,it has experienced more than six years of development.How to grasp the market opportunity and expand the market share through the optimization of marketing strategy has always been a problem worthy of consideration.Based on the analysis and research of health care products e-commerce marketing situation and strategy of HY Company over the years,first expounds health care products e-commerce marketing strategy optimization of HY Company,and then uses the methods of literature review,statistical analysis,qualitative analysis of pest theory and SWOT theory,4Ps theory and STP theory with practice,This paper analyzes the current strategy and existing problems of HY Company,and then summarizes the specific scheme to optimize the marketing strategy of health care products e-commerce of HY Company,and points out the basic strategic positioning of collaborative online and offline integrated development based on its own advantages and market position.Pay more attention to product quality while innovating products,and put forward the goal of building a professional brand mind of mineral nutrition supplements and a representative of domestic brands with high cost performance.Finally,through the specific implementation plan and safeguard measures to ensure the feasibility of the optimized strategy.Choosing HY Company to study its e-commerce marketing situation and strategy deeply has strong typicality and representativeness,which can provide theoretical reference and basis for the transformation of traditional offline sales enterprises,and the research on e-commerce marketing strategy based on health care products is less,so the research of this topic can be supplemented in the field of subdivision marketing.