Study On Marketing Strategy Of Chinese Ginseng Lozenge Of Jiankangyuan Company

Since the outbreak of the new crown epidemic in early 2020,the importance of people’s health has once again reached an unprecedented level.The health of the people also reflects the level of the country’s economic development to a certain extent.With the steady growth of my country’s economy,the state’s attention to the big health industry,and the continuous introduction of various favorable policies,it has provided good macro conditions for the development of my country’s health care products industry.But also for this reason,new domestic and foreign health care products companies have been entering t-he market,making the market competition intensified.In order to gain a place in the market,many health care productcompanies have obtained competitive advantages by reducing prices and other means.However,this method is not a long-term way for enterprises to survive and develop.Only by improving prod-uct quality,targeting product positioning,and meeting the needs of consumers in segmented markets is the way for the company to continue to operate and develop.In recent years,the market share of health care products of Joincare Group,especially Eagle brand American ginseng products,has been declining,and sales have been declining.This paper takes the Eagle brand Chinese ginseng lozenges of Joincare Group as the research object,analyzes the current marketing status of American ginseng lozenges through the 7Ps marketing theory,and uses the interview method to analyze the problems existing in the marketing of American ginseng lozenges.Combined with the PEST macro environment analysis method and Porter’s five forces model to analyze the macro environment and industry competition faced by the health care product industry,and finally use the STP theory to position the market.marketing strategy.Methods and measures are also put forward to ensure the implementation of the marketing strategy of ginseng lozenges.The marketing strategy of the Eagle brand Chinese ginseng lozenges proposed in this paper not only solves the problems faced in the marketing of ginseng lozenges,but also inspires the improvement of the group’s marketing strategies for other health care products.Also,it can provide reference for the formulation of marketing strategies of other companies in the health care products industry.