A Tentative Research On The Marketing Strategies Employed By Beijing DHS Co.Ltd.

As one of the most important component pails of prosperous Health Industry, health products market possesses tremendous potentiality for further development. However, for a very long period of time the Health Industry in our own country has always been characterized by market confusion and disordered competition. Lacking of creativity in marketing management which results in duplicate sales models is the major cause of the poor operation of many domestic health products manufacturers. And their shortsightedness and fickleness in market scheming usually exhausts gradually the power necessary to the growth of the enterprises. Unfortunately, as a miniature of the whole health products market, eye-protecting products can never escape from its destiny.Beijing DHS Health Products Co. Ltd. is a conglomerate promoting sales of health products. And Yanbao is a kind of eye-protecting products for external use contrived by DHS in recent years. The aggregate sales of this commodity has amounted to 100 million, which, in turn, guarantees its dominant position in all the products launched to the market by the company. However, some problems existed in the marketing management for this eye-protecting product emerged as well. To some extent, such factors as lack of creativity, chaos in sales networks, monotony of sales medium, inaccurate marketing orientation and etc. hindered the further growth of the company. As a veteran in health products marketing, the author had taken in charge of regional market development for DHS and acquired a quite recognition towards the market for eye-protecting products. In the thesis, author based his analysis not only on his years' experience but on the comprehensive application of the theoretical knowledge from such related subjects as marketing, science of management, human recourse and strategy management to give an in-depth illustration on the macro context in which DHS situates, characteristics of health business, competition circumstance, its marketing strategies, management and sale models etc. in the hope that we can find a corresponding solution to the problems emerged. Among all these aspects under the discussion the focuses would be the SWOT analysis in the decision-making, the marketing strategy, management, advertising publication, creativity in sales promoting and further service after purchase of the health products within its lifecycle.In this thesis the author tried to seek some creative improvement of health products marketing by combining all the theoretical analysis with the illustration of DHS marketing practice. To put it in direct way, the author has proposed in the thesis that DHS should establish a concrete marketing concept and take the needs of the consumers as the ultimate goal to operate honestly on the basis of the through study of the situation. If they can take the full advantage of the resources available and make significant attempts at service marketing practice to promote the image of the enterprise and its health products, and at the same time, see to the execution and further improvement of its management of all levels, DHS will definitely become more competitive than ever and occupy a dominant position in the health products market.