Noni Ferment Marketing Strategy And Analysis Of FGX Company

Since the end of 1980s to the early 1990s,the health product industry has been developing rapidly.Under huge profit-driven,more and more enterprises join the health product industry.During thirty years,the health product industry experience three phases,and this three phases are rapid development,readjust and the second explosive growth.Based on the current market,there are thousands kinds of health products but with different quality,enterprises are small that is difficult to shape scale economy,the marketing strategy is old,and innovation consciousness is weak.Facing the competition from both domestic and overseas,most enterprises lack of resource and marketing strategy.This thesis mainly study the noni of FGX,and aim to provide guidance advice for product marketing.And provide the experience for the development of domestic health products.Combine the qualitative and quantitative's PEST and SWOT method and 4p theory,marketing strateg for FGX is analysed,and finally provide the improvement measures.Firstly,this thesis analyses oversea's current development and marketing mode for noni enzyme products,reviews the development history for domestic noni enzyme products and current development of health products in China,then summarize the feature for both product and marketing.Secondly,compare with typical enterprises such as Beeston,Daxi noni,Hainan Zhongmei noni healthy,Hainan noni biology,Zhongke noni and Hainan Yirang biology engineering.Beeston is used for comparison through product,price,channel,strategy by using 4p theory,then SWOT is combined to find out the threat,potential chance,advantage and disadvantage for FGX.Finally,aiming at max profit for FGX,start with the improvement of product and price,then combine the E-commerce channel to make the product popular,and develop the differentiation sales promotion mode.Then the customers and enterprises are drawn close,the trust of customers for the product is improved.Take this as the theoretical basis,and make relevant marketing improvement strategy.