Research On The Optimization Of Marketing Strategy Of EH Company’s Enzyme Products

With the development of the health food industry,the complex and changeable marketing environment and the increasingly fierce market competition have made EH company’s health food,especially enzyme products,in a difficult situation,and the problem needs to be solved urgently.It is in this context that this paper conducts research on the optimization of the marketing strategy of EH’s enzyme products and provides solutions for EH.This paper first summarizes the current research status in this regard at home and abroad by combing the relevant literature.Secondly,based on PEST theory and Porter’s five forces competition model,the policy environment and competitive environment of EH company’s enzyme product marketing were analyzed,and the current situation and problems of EH company’s enzyme product marketing strategy were investigated.Third,by reading relevant literature,combining the results of field interviews,refining indicators,designing questionnaires,and conducting research on the causes of problems.Based on SOR theory and 4Ps theory,through ordered logistic regression and IPA analysis,the SOR model of the influence mechanism of 4Ps performance of EH company’s enzyme products on consumer behavior was verified,and the part that should be improved in the comparison of expected satisfaction was obtained,and the influencing factors of EH company’s marketing strategy were summarized to obtain the cause of the problem.Finally,according to the survey results,combined with the research results of references,based on STP theory and 4Ps theory,targeted marketing strategy optimization plans and specific safeguard measures are proposed in four aspects: products,prices,channels and promotions.Through the research of this paper,it can help EH companies to deeply understand the deep reasons for the poor sales of their health foods,especially enzyme products,and identify the shortcomings in their own marketing,so as to provide suggestions for optimizing marketing strategies,and at the same time provide reference for other enzyme companies to solve similar problems.