Study On The Value Marketing Of BY-HEALTH Based On Customer Satisfaction

With the changing of lifestyles and the enhancement of health consciousness,people's health demand is increasing sharply.The prospect of the future development of health foods is obvious.C urrently,the health food industry of our country has entered into a new stage of high-speed development.The market capacity and development potential are very large,but at the same time,the foreign health food monsters,domestic and foreign pharmaceutical giants and food tycoons are entering into the C hinese health food market one after another.The market of various health foods is in a complex situation in China,facing serious prob lems of homogenous products,fierce competition and threats.Taking the case of BY-HEALTH company as an exa mple,which is a leading enterprise of dietary supplements in the indirect selling field in China,it faces the weak growth of sales channels like the traditional drugstores and supermarkets,the lag of online sales,the continuous rising of all kinds of costs,the intensified price war,and the serious squeezes of the profit space.How to avoid the dilemma of the price war to maintain a rapid growth in the fierce competition,to reduce the gap between the foreign health food giants,and to further enhance the status of the enterprise in the industry have become an urgent research problem.This paper first introduces the research background,the significance,the current research situation home and abroad,the research contents and methods,etc.illustrates theories such as value marketing,customer satisfaction,and analysis tools to introduce the general situation and marketing status of BY-THEALTH company,and adopts the PEST analysis of the industry marketing environment and the Porter Five-model about the current situation of the company's marketing.Through the methods of field research,big data review,questionnaire and so on,the customer satisfaction is investigated.The main problems are analyzed from four aspects of branding,products,channel and service.Finally,based on the results of the customer satisfaction,the author puts forward the value marketing strategy from four aspects,namely,the brand value,the product value,the channel value and the service value.The brand value strategy proposes of upgrading the brand image and launching the big-single-product strategy.In terms of the product value strategy,it is proposed to strengthen collaborative research between the industry and the university,and to improve customers' perception of product value,and standardize pricing system to stabilize the market price at the same time.The channel value strategy suggests to adjust the business structure and the branding of e-commerce.The service value strategy proposes to establish the customer se rvice channel and service standards,to provide the differentiated values,to standardize the complaint process,to deal with the customer complaints effectively and timely,to serve the channel sales,and to improve the overall sales value.Through meeting and exceeding the customer values,not only can we improve the customer satisfaction,but also cultivate customer loyalty,so as to occupy a favorable position in the fierce market competition,and to gain a competitive advantage through the value market ing theoretical discussion and case reference for the BY-HEALTH company and relevant enterprises.