Lectra's Health Study On Marketing Strategy Of Liquid

Chinese antialcoholism health products industry is a growth industry, the market's competition is relatively intense, but now there is still not a national leading brand, and the whole industry is still at a relatively unstable state. Like health drink has a 10-year history, and has achieved some success, but there are still some problems in the marketing, how to solve these problems in order to develop needs explore the research continually. This paper will undoubtedly have a very important practical significance.This paper analyzes the external environment of Like health drink first, and the current situation of antialcoholism health products on the basis of large number of detailed and accurate information, and then analyzes the competitive structure of Like health drink and the five main competitors for forces of competition ,finds out the external opportunities and threats of Like health drink, then analyzes the internal conditions of Like health drink, and finds out the advantages and disadvantages of it.After the analysis of the external and internal environment of Like health drink, the paper puts forward the marketing strategy of Like health drink. Then over the author's experiences in LIKE Pharmaceutical Co. Ltd., this paper collects a large number of first-line market information, and analyzes the product strategy,pricing strategy,channel strategy,promotion strategy, management of marketing team strategy.Finally this paper evaluates these marketing strategies by the application of AHP model, and makes out the key factors of success. AHP model's conclusion is that: the key factor for Like health drink in the market is promotion strategy, followed by management of marketing team strategy and channel strategy, marketing team management strategy, product strategy and pricing strategy are in inferior position. With the external environment and internal conditions we can draw the conclusion: the five marketing strategy's implementation can fully play its advantages of resources, reduce the threat to the environment at the same time, and help building a strong market position for Like health drink. Therefore Like health drink needs to focus its marketing resources mainly into promotion strategy, and also taking into account other marketingstrategies.