Study On Marketing Strategy Of Herbalife (China) Health Products.CCO.Ltd

Herbalife(China)Health Products Co.,Ltd.is a direct selling company that sells weight management products,nutritional supplements,and energy drinks to help people achieve better health.Health is the foundation of human survival and life.It reflects the level of economic development of a country and also shows whether it is prosperous and prosperous.After solving the problem of food and clothing,people began to pursue a quality life and pay more and more attention to nutrition and health care.With the publication of the communique of the Fifth Plenary Session of the 18 th CPC,nutrition health care has been pushed to a new level.However,under such a large environment,Herbalife China's 2016-2017 performance did not increase and decrease,the number of closed stores in the club stores is increasing,and the market share is gradually decreasing.Through the traditional 4PS marketing theory,this paper analyzes the current Herbalife China marketing strategy and its current situation,and uses the interview method and the questionnaire survey method to empirically study the statistical analysis of Herbalife China's marketing strategy.Combining PEST theoretical model,STP marketing strategy and traditional 4PS marketing theory tools,the reasons for the decline in performance and the number of clubs are analyzed.(1)There are many uncontrollable factors facing the macro aspect.Consumers' awareness of health care is not enough.There are still obvious differences in the consumption area of health care products.The level of production and research technology is inconsistent,which has led to many diseases in the whole industry.(2)The reputation of the health care products industry is not good,and consumers' trust is not high.(3)Herbalife China has slightly different target customer groups in addition to product strategy among competitors,and there is not much difference in other marketing strategies.(4)The current marketing strategy does not make corresponding changes in the development of the current era,and does not meet the individualized needs of the mainstream consumer groups under the new economic structure.In response to these factors,we propose a comprehensive marketing strategy,namely,optimizing relationship marketing,strengthening event marketing,increasing experiential marketing,improving integrated marketing,improving internal marketing and rationally utilizing social responsibility marketing strategies.Marketing strategy is an indispensable link for the survival and development of enterprises.At present,most companies still use product-oriented marketing strategies.Therefore,based on the traditional marketing theory,this paper proposes a comprehensive marketing strategy based on the characteristics of the current information age,not only to solve the problems currently faced by Herbalife China,but also to develop the marketing strategy for the health care products industry and other health care products companies.The enlightenment has reference significance for other similar industries or researchers,accelerates the development of the entire health industry,and contributes to the construction of “Healthy China 2030”.