Research On Marketing Strategy Of Kanghua Biotechnology Company

With the rapid development of our economy, and quickening the rhythm of people’s work and daily life, advocating the concept of health and the culture related to health is becoming active demand of times, therefore, the industry of wellness will be a bright future. Meanwhile, there is another situation that healthcare&food industry is facing many difficulties and problems, such as laggard marketing model, low market share, single sales channel and ect. All in all, predicting and analyzing the market based on enterprise internal and external environment, understanding the advantages and disadvantages of marketing strategy and applying to marketing mix strategies can solve the enterprise problems on making, selecting and implementing marketing strategies.This paper selects the current operation of Kang Hua biotechnology company as the research object and proposes the marketing strategy suitable for the self-development of the enterprise,then analyses its state of market competition including its oppunities, challages, strengths and weaknesses by using SWOT method to find out the problems of marketing strategies in this company.Finally,according to the rule of combining theoretic analysis with practical application,aiming at the company’s current status on marketing model、channel model、 organization structure and staff training,this paper proposes a suitable marketing strategy for its development and makes out corresponding measures for strategy actualization and strategy control on the basis of primary principle and method of marketing theory and strategic management theory.It hopes that what have been done in this paper can help the raise of the market share of Kang Hua Company,what’s more,put forward the constructive suggestions towards the development of the healthcare industry.