Research On The Marketing Strategies Of A Health-care Products

Entering the era with rapid economic development,people are getting in increasing demand for health industry,which presents new opportunities for health-care food.The implementation of “New Food Safety Law” and its detailed rules,a new start for the food safety work,will be beneficial in the adjustment of service direction and management patterns.Company A,a technology enterprise which is still in start-up stage,has made some progresses in recent years.On this basis,how to develop the activities of marketing properly has become now the critical question.In this investigation,we carried out specific research work with the combination of marketing strategies of health-care food in Company A.The main contents in this study were described as follows.Firstly,the marketing background,objectives and significance of a series of L-malic acid health food in company A were descried in detail.On the basis of previous studies,this research made a further study on the marketing contents and methods of this kind product.We have revealed the present situation and problems of the enterprise with the application of 4Ps theory.In order to analyze the macro-environment of health food industry,we utilized PEST.To get insight into the position of company and competitors in the industry,the five forces model is introduced in this study.Next the approach of SWOT is applied to analyze the advantages and disadvantages of the series of L-malic acid health food in company A,as well as the opportunities and threats.Combined with pre-market research,we have made market positioning by using the STP theory.Then the point has been raised that company A should make good use of the significant effects of the high value-added products.After that,core competitive power of products and pioneered health concerns could be promoted and the company could capture the share of mid-market.In the end,in order to provide theoretical support for the health food in company A,we analyzed the combination marketing strategy of the product strategy,price strategy,place strategy and promotional strategy of the series of L-malic acid health food,then provided suggestions for the improvement and implementation.