Study On Collagen Solid Drinks Marketing Strategy Of FHM Company

Since the adaptation of the policy of reform and opening up in 1978,Chinese economy opened a brand new page with technology are rapidly developed,the living standard has developed from adequate food and clothing to the well-off type advocating green health and rapid improvement of self-health awareness has stimulated the development of the beverage industry.The demand for health food market is growing rapidly.What kind of marketing strategies should food company choose or how do them to optimize the marketing strategies to enter the domestic market and successfully obtain more shares is the focus of this paper.FHM's parent company is French company P,FHM is its office in Shanghai.FHM is small and micro businesses,specialized in trading pharmaceutical raw material.FHM works on developing domestic market in recent years.Its parent company owns research center,who developed the collagen solid beverage product.This product has been launched in the market for several years,and the development momentum is sluggish.In the face of changing demand,FHM needs to optimize marketing strategies to gain more market share.By applying the PEST model and PORTER model to deeply analyze the industry status,competition and external macro-environment.First of all,with the good orientation of policy and well developed economy,FHM could take advantage of demographic structure,the evolution of consumption concept and the development of research and network technology.Generally,the external macro environment is favorable.In addition,the bargaining powder of suppliers are relative weak,the margin is quite low.The bargaining powers of the buyers are relatively strong.The threats of new entrants are strong.Due to FHM's own technical advantages,the threats of substitutes are low.The competition is fierce.To win market share and turn the table,FHM needs to improve its innovation,price strategy,place strategy and etc.By applying STP and 4P Marketing Theory to the marketing strategies of FHM,find out the problems,try to figure out the solution,propose some suggestions on optimizing the marketing strategies.According to the proposed marketing optimization strategy,certain implementation measures are implemented within the enterprise,and the implementation of the marketing strategy is optimized from the one-year plan,and then propose the resource guarantee,such as human resources,capital,technology,strategy and system,so it could ensure the implementation of the optimization strategy.The article studies the dilemma faced by foreign-ventured small and micro enterprises by combining the marketing theory with practice,analyzing the achievement and cases in health product industry,and then providing solutions and implementation guarantee accordingly.Though there are a great variety of health products,less information and data on collagen solid drinks are available.There are some shortcomings in the marketing mix strategies,optimization scheme and implementation guarantee,which need to be improved in further research.