Research On The Marketing Strategy Of K Company’s Health Products In China

In recent decades,with the continuous improvement of China’s economic level,people’s living standards have been significantly improved,and the consumption demand and structure have also changed.After meeting the basic needs of daily food,clothing,housing and transportation,people further improve their happiness of life through daily health care,which has become the most sought goal of many people.In short,it is "healthier,younger and more beautiful".There are many ways of daily health care,and "health care products" must be the topic that cannot be sidetracked.The K company was founded in 1980,headquartered in Los Angeles,is the world’s famous nutrition and weight management company,is dedicated to bringing consumers more healthy and happy life experience.After entering the Chinese market in 2005,it obtained the national "Direct selling license"(commonly known as "DSL").Performance once developed rapidly,but with the combined impact of e-commerce,consumption upgrading and other factors,performance in recent years has declined seriously.In this paper,based on marketing theory and tools of K company in China to study the health food business insight;Firstly,the development status and product matrix of K company are analyzed,and the current status and problems of existing marketing strategies are further analyzed through 4PS theory.Then,it analyzes the marketing macro environment of K Company through PEST model,and then analyzes the micro environment,and provides evidence for marketing strategy issues through environmental analysis.The next step is to reposition K Company’s health products business in China through STP theory.Based on this,the marketing upgrading plan is proposed,which mainly includes but is not limited to:Product upgrading and iteration,set a reasonable price range for standard competing products enterprises,improve experiential marketing,increase online community marketing and content marketing,seek cooperation with professional nutrition institutions,to create a more professional and attractive enterprise IP.Finally,the paper makes reasonable suggestions on the implementation of marketing strategy guarantee measures,including four aspects:organization and management guarantee,fund and finance guarantee,scientific research and technology guarantee,training guarantee.K company is an international famous direct selling enterprise,which’s weight management products rank first for many years in China.As the increasingly fierce competition environment,how to base on their own advantages,to adapt to the current marketing environment,and take consistent with the marketing strategy,open up new growth point of enterprise;It is not only important for the enterprise itself,but also has important guiding significance for the whole direct selling industry and health care products industry.