海南养生堂药业有限公司营销渠道策略研究本科生毕业论文设计.docVIP

本科毕业论文（设计） 题目：海南养生堂药业有限公司营销渠道策略研究 本科生毕业论文（设计）原创性声明 本人以信誉声明：所呈交的毕业论文（设计）是在导师指导下进行的研究工作及取得的研究成果，论文中引用他人的文献、数据、图件、资料均已明确标注出，论文中的结论和结果为本人独立完成，不包含他人成果及为获得中国地质大学或其他教育机构的学位或证书而使用过的材料。与我一同工作的同志对本研究所做的任何贡献均已在论文中作了明确的说明并表示了谢意。 毕业论文作者（签字）： 签字日期： 年 月 摘 要 本篇论文是在中国保健品行业不断发展壮大，保健品市场竞争日趋激烈，营销同质化，广告策略失效，大部分保健品企业把战场从广告媒体转移到渠道终端的情况下，对海南养生堂药业有限公司维生素系列保健品营销渠道模式的探讨。论文从市场营销的基本理论入手，应用PEST模型从政策、经济、社会文化、技术四个方面对海南养生堂药业有限公司的市场宏观环境进行分析，发现机遇与挑战；应用波特五力模型对整个行业的竞争状况进行了分析；然后对维生素品牌竞争对手和功能性品牌竞争对手的情况进行对比分析；再对养生堂的渠道现状、渠道存在的问题及问题产生的原因进行分析；最终在此基础上从营销理念、渠道结构、渠道成员管理、终端促销与管理、业务代表培训与管理五个方面入手有针对性的对渠道提出改进思路与策略，提出复合渠道的建设与保障措施，并进行了论证。 关键词：保健品；海南养生堂药业有限公司；渠道现状；问题；原因；改进策略 Abstract This paper is a research of Vitamin series of health products’ marketing channel Mode, Vitamin series of health products were produced by Yangshengtang Hainan Pharmaceutical Co., Ltd. in cases that Chinese health products industry has grown in strength, health care products market competitive increasingly, marketing homogenization, advertising strategies fail, most health care products companies shift the battlefield from the advertising media to the channel terminal . Papers from the basic theory of marketing, application PEST model, analyzing the macroeconomic environment from policy, economic, social and cultural, technological four aspects, finding opportunities and challenges; using Porter five forces model analyzes the competitive situation of the entire industry; and analyze vitamin brand competitors and functional brand competitors in the comparative ; again Analysis of?the channel?status and?cause of the problem; ultimately on this basis, from the marketing concept, channel structure, channel members of the management, marketing and terminal management, business training and management representatives of the five aspects of the channels of the targeted improvement ideas and strategies put forward complex Channel construction and security measures, and were demonstrated