Study On Marketing Strategy Of Deep-sea Water Concentrate Product

Deep-sea water concentrate in this paper is the first product that use the deep-sea water in south China sea as raw material and was designed to be a kind of mineral element supplement.It retains the beneficial mineral composition in the sea water without any additives.For health food industry,deep-sea water concentrate is a new product with traditional function.This paper summarized the research results of new products marketing and health food marketing at home and abroad.It was found that consumer participation had a positive impact on the new product coming into the market and the promotion of health food should combine with the Internet consumption.As there was no research on deep-sea related products publishing from the summary results,the marketing strategy of deep-sea water concentrate was studied according to the literature summary.The scale of health food industry,which the new product belong to,is increasing these years,according to the data collection and analysis.The marketing promotion methods of similar products in foreign countries and Taiwan region,such as expert endorsement,cooperation with hotels and publicity through science and technology museum,were worthy of reference.The advantages and the disadvantages of the new product were discussed,such as geographicaladvantage,fierce competition and promotion difficulties.According to the STP theory and the questionnaire survey results,the target market was determined to be the group with consumption habits of health care products with medium and high income,and a high-price,scientific and rigorous image of product should be built.The 6Ps marketing strategy of new product was developed in accordance with the behavioral characteristics of target-consumer and the feature of internet consumption.Using AIS AS consumer behavior analysis model,the product marketing strategy from various aspects were analyzed,including online combined with offline sales,innovation experience activities and products sharing.The research of this paper provided a reference marketing plan for the deep-sea water concentrate which is the first products containing the deep-sea water of the south China sea.It provided the theoretical guidance and data support for product promotion,marketing and improvement.