Research On Marketing Strategy Of Health Food Enterprises Under The Mobile Internet

People's demand for healthy products is increasing with the continuous development of China's economy and the improvement of people's living standard,especially in the mobile Internet era.The continuous development of economic conditions and the increase of residents' income will inevitably bring up the level of consumption,especially the consumption of healthy products.The consumer market continues to expand to the development of China's health care industry has brought great opportunities for development,is also facing new challenges and competition,the rapid development of the Internet,especially the rapid development of mobile Internet,put forward new requirements for health food enterprises in China marketing mode.In the era of mobile Internet,residents' life,consumption and payment methods have undergone tremendous changes.Traditional marketing mode for health products,especially health food enterprises,is increasingly unable to meet their rapid development needs.Therefore,it is of great theoretical significance and practical value to study the marketing mode of health food enterprises,including marketing environment,marketing methods and marketing strategies.ZHEN-AO GROUP,founded in 1996,with "based on the life science,for the benefit of human health" for the purpose,is a use of biological technology,comprehensive service enterprise mainly engaged in health related industries.The health products under the flag,especially the health food,are one of the main business of the group.After years of development,especially in the Internet era,ZHEN-AO GROUP is from the media,digital store,mobile terminal,CRM service staff management system,gene detection and e-commerce platform construction and other emerging platforms,quickly seek better development,integration of various resources to "health +",this kind of advantage to integrate Group sales efficiency and brings some improvement.The transformation since,including traditional marketing,tourism marketing and store direct mode of the combination of new e-commerce mode,ZHEN-AO GROUP made a series of achievements.However,with the development of ZHEN-AO GROUP in the Internet era,must avoid some marketing problems,which restrict the development of the group.This thesis is based on the domestic health food market,combined with ZHEN-AO GROUP health products marketing example,that consumers of health food business development process in ZHEN-AO GROUP needs,can not meet the convenience of consumers to pay the high cost,in the process of consumption is low and lack of communication channels,a comprehensive analysis of the situation of health food industry think,space for the development of health food in China is still large,and the marketing channel changes greatly,the future target market should be placed in the category of sports health food large development space;through the analysis of health food marketing environment,namely the use of PEST method,and analyze the advantages and disadvantages,opportunities and threats of ZHEN-AO GROUP the health food business,the use of 4C(customer,cost,convenience and communication channels)integrated marketing strategy,to develop mobile Internet era of health food enterprise marketing strategy,that the development of ZHEN-AO GROUP health food business should start from four directions based on consumer demand,reduce customer costs,enhance customer convenience and improve customer communication channels,and pointed out the development strategy in the future of implementation should be clear market positioning and competitive situation,strengthen the sales team the level of business and overall planning the development of blueprint electronic commerce.In order to provide useful ideas for the development of the health food business ZHEN-AO GROUP and provide theoretical guidance and practical methods useful for mobile internet marketing strategy of traditional health food enterprises,in this paper.