| As China’s economy rapidly develops,the national income and consumption levels of its population have also increased.After basic living needs are met,Chinese residents are increasingly focused on balanced nutrition and their own physical health.Especially against the backdrop of frequent flu and epidemic outbreaks,the demand for personal health care has become increasingly high,thus driving the rapid development of China’s health product industry.The health product industry in China started early and developed rapidly.Up to now,it has gone through more than 40 years of development,making China’s health product market the main market for W company.W company is a direct sales enterprise engaged in the business of traditional Chinese medicine health products,including research and development,production,and sales of health products.In recent years,with the continuous improvement of the level of online trade,the e-commerce industry has also become prosperous.However,the development of the e-commerce industry has to some extent affected the operating efficiency of offline stores,which has a certain impact on offline stores.Furthermore,the development situation of offline direct sales stores is not optimistic,as they have limited channels to acquire customers and their operation model is relatively simple and outdated.This requires offline stores to keep up with the fast-paced times,seize opportunities,and improve their business strategies,which has become W company’s urgent need to solve its main problems.This paper focuses on W company and conducts an in-depth study and analysis of its current business strategy.Firstly,the current business situation of W company is elaborated through literature analysis and questionnaire survey methods.Based on these two methods,several problems related to the 4Ps of W company are identified,including a lack of product innovation,weak product competitiveness,a large price span of products that does not match the current brand image positioning,fewer sales channels that fail to attract contemporary young people,and a relatively simple promotion model that cannot be promoted to more people.Then,this paper adopts the PEST analysis and SWOT analysis methods to study and analyze the macro external environment and micro internal environment faced by W company,thus laying a solid foundation for W company to improve and optimize its business strategy.In addition,this paper also adopts the STP analysis method to conduct a comprehensive study of W company,mainly exploring W company’s current market positioning,market segmentation,and target market selection,so that W company’s marketing strategy can be improved from multiple angles,directions,and dimensions.Finally,regarding the 4Ps of W company,this paper proposes a more suitable business strategy for rapid development in the Chinese market.This includes focusing on building unique products,adjusting the current product structure,clarifying W company’s market positioning,controlling prices,striving to develop the company’s online sales volume,building a new e-commerce platform,and strengthening employee training.Based on the three aspects of system,technology,and education,this paper provides support for the new marketing strategy.The marketing strategy optimization plan proposed in this paper can help W company play to its strengths,improve its market competitiveness,and create unique products,reshaping the market. |
