Research On The Optimization Of The Marketing Strategy For Chinese Medicine Health Products Of S Company

As the economy develops domestically,the degree of aging population increases and the impact of the novel coronavirus pandemic,the health care industry in China has entered a period of rapid development.Influenced by traditional Chinese medicine culture and national strategies such as "Healthy China 2030",Chinese medicine health products have become an important component of health care products,with a broad market prospect.How S Company grasps this opportunity and formulates reasonable and effective marketing strategies is the focus of this article of this paper.As a century-old traditional Chinese medicine enterprise,S Company has industry-leading R&D technology.However,due to its long-term focus on R&D rather than marketing,coupled with the influx of numerous enterprises into the Chinese medicine health products market to compete for market share,and the impact of Internet technology on traditional sales models,how to keep up with the trend and expand sales revenue in such a fierce market competition,provide good products and services,improve brand reputation and influence have become important issues that S Company needs to address urgently.This paper takes S Company as the research object,explains the current situation of S Company,and combines the STP and 4P theory with consumer questionnaire survey to summarize the existing marketing problems in the current marketing strategy,including imperfect product system,weak price competitiveness,incomplete channel coverage,single promotion mode and other marketing problems.In-depth analysis of these problems is carried out to propose optimization plans for S Company’s marketing strategy.In terms of product strategy,it should strengthen brand building,optimize packaging design and improve product line;in terms of price strategy,it should adopt scientific pricing strategies,flexible pricing techniques and product bundle pricing;in terms of channel strategy,it should build multi-channel online and offline marketing channels,Increase experience-based marketing channels and establish digital marketing channels;in terms of promotion strategy,professional promotion teams are required with diversified promotional models and continuous strengthening of promotional input.Finally corresponding guarantee measures are proposed for the implementation of S Company’s marketing strategies.This hopes to use this research to help Company S’s business continue to develop and grow,while providing reference and reference for the research of Chinese medicine health care product marketing strategies.