A Study On Marketing Channels Of DJ Health Care Products Company

Since 1980s, China's health products industry has experienced a process of rapid development. Though this industry was not taken seriously by most people, after 30 years of development, this industry has witnessed the most rapid development with yearly sales up to 1,000 billion yuan at the end of 2009. At the same time, the health products industry, which was little known many years ago, has grown into a healthy industry, or even called sunrise industry. With the continuous development of Chinese macro-economy, many industries have prospered rapidly, including the health care products industry. Since health products industry is a sunrise industry which it can improve our healthy condition, it arouses the attention from many aspects. However, due to the characteristics of the industry, it involves many problems, including poor management, confused quality of promoters, which results in negative effect to the industry.This paper, takes DJ's case as an example, firstly give a brief introduction of the health products industry. Then, it adopts the Port's five forces model and SWOT analysis to analyze the company's current advantages, disadvantages, the existing chances and threats. This thesis then takes a brief account on the basic situation of the promotion channels to the health products market, and points out the existing problems in these channels. It also promotes and develops the good channels, at the same time, it puts forwards some suggestions to the construction of the promotion channels on the basis of the defects of the exiting problem. The DJ Company has many problems on the design of the channels, the conflicts in the channels and poor management in channel promotion. And these problems finally fail to implement the company's pre-determined strategies, and it also results in the difficulties in the company's future development eventually. Finally, the thesis mainly focuses on the optimization of the promotion channels, and it provides theoretical and methodological support to the construction of channels. Therefore, it enables the company improve the efficiency and effects of the channels which results in the well foundation to the company's future's development.