Optimization Study On Marketing Strategy Of AP Health Products Company

Health care products refer to foods with specific functions,and the health care products industry is also known as the “health industry”.Due to the huge market space and development potential,the health industry and the information industry are called by the United Nations Industrial Planning Agency as "the two sunrise industries that represent the direction of human social and economic development in the 21 st century"."Fifth Wave of Fortune" makes it clear that the health care products industry will become another star industry after the IT industry.Since the rise of the health care products industry in China in the 1980 s,it has experienced the development stage of rise,development,disorderly competition,adjustment and revival.The development of the whole industry can be described as ups and downs.In recent years,the market for health care products is huge.With the improvement of living standards,people’s awareness of health care has become stronger.In 2015,sales of domestic health products were 150.8 billion yuan,and in 2016,they were 178 billion yuan,an increase of 11.4% over 2015.It is 25 times that of 7 billion yuan in 2001,with an average annual growth rate of 13%.According to a special study conducted by the Development Research Center of the State Council on the health care products market,the sales of China’s health care products market reached 100 billion yuan in 2017,but the global health care products market sales reached 130 billion US dollars.As a Chinese health care product manufacturer,AP Health Products is the first company in the industry to be listed on the Hong Kong Stock Exchange.After experiencing rapid growth in successive years,due to the intensification of competition and the rapid catch-up of small and medium-sized enterprises,AP health care products have experienced a decline in sales and regional shrinkage.AP Health Products needs to review and improve the company’s marketing strategy to adapt to changes in the times to maintain rapid growth,enhance the company’s industrial position,and narrow the gap with benchmarking companies.This article takes AP health products company as the research object,first analyzes the current situation of AP health care company marketing environment and marketing strategy,including the company’s basic situation,company marketing environment,marketing strategy and so on.Then through the questionnaire survey to analyze the consumer demand for health care products,and then on the basis of pointing out the problems of AP health care company marketing strategy,and finally put forward the AP health care company marketing strategy improvement recommendations,I hope this study can be AP health care products The company provides a basis for the improvement of existing marketing strategies.At the same time,it can also provide reference for the marketing strategy formulation of other health care products companies.