中老年保健品营销计划市场分析营销合策略毕业论文.doc

摘 要 本文通过对内蒙古地区保健品市场的背景、市场环境、竞争环境进行分析，根据内蒙古巴彦淖尔市保健品市场的现状，制定出具体的营销实施方案并对未来市场作出展望。为秋之美保健有限责任公司开拓巴彦淖尔市保健品市场作前期准备，提供了数据和理论支持。全文主要包括三大部分。 第一部分，公司及项目的背景介绍。该部分概括的对公司的背景、内蒙古西部区保健品市场的基本情况和公司产品情况作了介绍。秋之美是一家专注中老年保健的专业公司,公司立足内蒙古西部区，以呼和浩特为基地，期初在巴彦淖尔市开拓保健市场，向市场推出秋之美保健功能纺织产品，长远准备向保健咨询和保健服务发展。 第二部分，开拓新市场的项目分析。该部分是本文的关键部分。包括市场分析、竞争与机会分析。通过对我国和巴彦淖尔市的人口、购买力、购买欲望的分析，得出当地保健消费市场的规模和潜力。运用波特的五种力量竞争模型和SWOTF分析方法，对开拓新市场的所面临的竞争、机会、威胁进行了分析。 第三部分，开拓新市场的市场营销策略。通过对产品、价格、渠道、促销、顾客服务、人员进程管理Abstract This text studies and plans to open up the marketing prospectus of QiuZhiMei in the city of Bayannao, analysis the background,market environment and competitive environment of health products market of the Inner Mongol, work out the marking plan and look forward to the future market finally. This text have offered the data and theory for opening up the health market of QiuZhiMei of the city of Bayannao.This text includes three parts. The first part,background introductions of the company and project.In this part,we will make a summary of our company and the health market of the Inner Mongol.QiuZhiMei is a specialized company of health care for the middle and old aged. Our company bases on the Inner Mongol west district, regards Huhehot as the base, provides health care textile products to market.For long-term, we will develop to health care consultation and health service. The second part,analysis of the new market.It is a key part of this text. Including market analysis,competition and chance analysis.Throughto analysis population,purchasing power and the desire of buying, we may draw the scale and potentiality of the consumer market of the local health care. Using five kinds of strength competition models and SWOT methods of Potter. The third part, the marketing tactics of the new market. Through the discussion to products, price, channel, promoting, customer service, personnel , process management. Make the marketing strategy suitable for elderly. Keyword: Health care for the middle and old aged ; Agin