汤臣倍健在中国市场营销战略分析毕业设计论文.docVIP

吉林化工学院 毕业论文（设计） 中文题目 汤臣倍健在中国市场营销战略分析 外文题目 BY-HEALTH analysis in marketing strategy in China 摘　要 随着我国市场经济的日趋成熟和完善，保健品行业竞争也日益激烈。在压力和机遇并存的大环境下，构建和疏通企业自己的营销策略对汤臣倍健来说，就显得尤为重要。汤臣倍健营销策略研究通过对保健品行业现状和发展趋势进行分析，针对汤臣倍健营销策略中常出现的问题，从产品策略、价格策略、渠道策略、促销策略四个方面分析汤臣倍健营销策略现状，并针对汤臣倍健产品策略、价格策略、渠道策略、促销策略存在的问题，提出一套适宜汤臣倍健的营销策略和管理的具体办法，希望能为汤臣倍健营销策略和管理提供借鉴，为其扩大市场占有率、创建国内国际知名品牌打下坚实的基础，我国的保健品企业营销陈旧，属于典型的生产型观念，服务意识淡薄，缺乏准确的“服务定位”营销渠道单一几乎没有采取任何促销手段和措施，因此有必要对保健品企业的营销进行研究。 关键词：保健品；汤臣倍健；营销策略 Abstract Along with our country market economy matures and perfect, commodity industry has become intense competition. With the pressure and with the opportunity of the environment, build and dredge enterprise marketing strategy to Amway, it is particularly important. Amway marketing strategy based on the present situation and the development trend of the commodity industry analysis, in view of the Amway marketing strategy often appears the question, from product strategy, price strategy, channel strategy, promotion strategy four aspects analysis Amway marketing strategy status in Amway product strategy, price strategy, channel strategy, promotion strategy existing problems, and puts forward a set of suitable Amway marketing strategy and management of the specific measures, the hope can Amway marketing strategy and management, to provide reference for the expanding market share, create international well-known brand in domestic and lay a solid foundation. Chinas health care products enterprise marketing obsolete, belongs to the typical production concept, service consciousness, lack of accurate service orientation marketing channel single almost didnt take any promotion means and measures, so it is necessary to health care products enterprise marketing research. Key words: Commodity；Amway；Marketing strategy 目 录 摘 要 2 Abstract 3 第1章　绪论 4 1.1　研究背景 5 1.2　研究的目的和意义 5 1.3　国内外研究现状 6 1.4　研究内容与研究方法 7 第2章　相关理论概述 8 2.1　营销策略概念 9 2