Research On Brand Strategy Of Melatonin

The health food that provide the reasonable nutrition and health care function become the growing health needs of people. Our country has become a health food consumption power. Strong demand and the high profits of health food industry drive more and more enterprises to join this industry and make the health food industry develop fast.Heath food industry still have some problems, especially for the confidence crisis of the customers these years. The local market is not lack of good quality health food, but the market survival time is short. And the excellent brand type of heath food is rare, not because of the product itself or market competition but because it is without the brand operation, the right brand planning and the brand idea. Under the market environment, it is necessary to deeply research and analyze the health food market and brand promotion strategy.In the modern enterprise market competition, The brand has become the effective way for enterprises to enhance their competitiveness. Consumers trust and advocate brand, they believe that the brand can bring them high quality products and services. Therefore, the brand can bring high value to the enterprise and brand also represent a country’s strength and the whole nation’s wealth.In our country’s development of national economy, health food industry belongs to the industry that has great development potential. It is facing both foreign health products competitive threat, but also facing the chaotic competition in the health food industry. Therefore, study and improve health food marketing strategy,use scientific and rational marketing means to carry out the brand operation, the means are sustainable development of the critical path of the health food industry.This paper first explains the background and significance of the subject selection and introduces the definition, characteristics of health food, function and category related basic concept, then expatiates the world developed country and our health food industry development course, study the marketing environment and the present situation of China’s health food industry, analyzes the problems existed in the health food industry. Secondly, this paper put the emphasis on the history, marketing model and the brand problems of naobaijin. And then the enterprise analyzes the brand strategy, contrastive analysis of other brand’s present situation and uses the SWOT model to carry out the market analysis. Thirdly, the thesis makes new brand construction strategies of naobaijin.