Marketing Strategy Of Health Products In China Under The Background Of Internet Plus

Health is one of the most important points of people's livelihood.Many developed countries have already listed it as the target of strategic development.With the rapid development of China's economy and technology,the importance of national health has gradually emerged.In 2016,the State Council also announced that the Comprehensive Health has risen to the height of national strategy,and the health industry is becoming a golden industry in China.The health product industry is one of the large modules of the health industry.Its marketing mode has experienced as below in China: Advertising and terminal,direct marketing,conference marketing,service marketing,experience marketing and Internet marketing.With the situation of rapid development of Internet plus economic,today's health products marketing does not only concerns with high quality products and services,but also pays more attention to the point of how to enhance the consumers' experience to achieve the customer value.XB Company is a company whose major business is sales for the health products.This article is based on its marketing model.According to the situation of its not ideal sales performance,it first carries on the analysis from four aspects of macro environment,industry environment,competitive environment and consumers,and studies in-depth of the company's internal resources and capabilities.And then basis on this analysis,it uses STP theory to subdivide the market of consumers about the company,and select the relevant segments according to the company's strength,and then accurately positioning the market.With the concept of Internet marketing and experience marketing as the basic of the new marketing mode,it uses the following strategies as its new marketing model: Establish the Creation Museum;Upgrade the We Chat public number;Door-to-door service and encourages the customers to communicate.To ensure that the new marketing mode can be carried out smoothly,it stands in the aspects of consumers and employees,puts forward the using of membership and beauty tutor system.The innovative marketing model mainly basics on experiential marketing finally effectively improve the XB companys' operating conditions in Internet plus economy.