华康天然色素市场营销策略的探讨.pdfVIP

要 我国天然色素市场发展迅猛,市场竞争异常激烈, 国内生产商为了抢占市场竞 相压价,采取各种手段挤占竞争对手的市场,江西华康生物科技有限公司面临着前 所未有的挑战。 文总结了我国天然色素市场发展的现状、特点和挑战,分析了华康公司内部 存在的不足, 同时也研究了华康公司市场的现状、发展趋势和竞争形势,采取SWOT 分析方法深入分析了华康公司的竞争态势。在此基础上,指出随着人民生活水平的 日益提高以及对健康的关注,天然色素的使用必将是主流趋势,据此提出华康公司 不但要努力拓展国际市场, 同时应重点发展国内的应用领域,华康公司必须细分市 场,调整产品策略、价格策略、拓展营销渠道。并提出了华康公司要继续保持和扩 大市场优势应在营销策略上采取的对策。 华康公司营销策略必须革新,充分重视分析与客户的每一个接触点,动态把 客户的产品动向,注意综合测定客户满意度;同时提高华康公司的产品质量,丰富公 司的产品体系,根据多品种策略,结合品牌和服务质量,灵活科学地制订适合不同客 户群的价格标准;同时应选择适当的媒体组合和宣传方式,加大公司的宣传力度,扩 大华康公司的市场知名度;进一步借助现代销售方式,有效利用网络营销的方法;建 立对代理商的监控体系,拓展营销渠道。 关键词: 市场细分 营销策略 分销渠道 天然色素 1 Abstract Natural Color develops rapidly in China. Also the competition of natural color market becomes fiercely. In order to occupy market, the producers turn to low price and compete with their competitors by all means. JiangXi HuaKang Bio Science and Technology Co. Ltd is facing unprecedented challenge. This essay concludes development status quo, character and challenges of natural color market in China. Analyzes the inadequacy of HuaKang, also gives further research of HuaKang s status quo, development tendency and competition situation. Uses SWOT method to deeply analyze competition situation of natural market in China. On this base, scientifically forecasts natural color will occupy the market with the improve of life standard and concern of health of people, and commends the strategy that HuaKang needs to improve marketing ＆ marketing in order to keep and expand its market advantage. The strategy of HuaKang carries out must emphasize renovation of service and diagnosing and analyzing every contact point with clients, dynamically grasping clients product trend, comprehensively measuring clients satisfaction. It s necessary for HuaKang to improve its product quality, buil