北京益寿堂公司骨中金产品市场营销策略研究工商管理专业论文.docxVIP

哈尔滨工业大学工商管理硕士学位论文 哈尔滨工业大学工商管理硕士学位论文 - - II - Abstract Health food industry emerged in our country in the 1980s. As a raising industry, it has been rapidly developed in the country. When the industry developed in the peak, production enterprises were as many as 3,000, varieties were as many as 28,000. Health food of Calcium supplement as a major category of health food in China has also been rapidly developed. However, health food of Calcium supplement manufacturing enterprises is numerous, SMEs accounted for the majority of the technological content of products is low and homogeneous phenomenon seriously, and make inter-enterprise competitive disorderly. Consumers increasingly rational and mature, costs rising, pressure increasing on the parties, sales business development difficult, profits declining , etc, which plague health food of Calcium supplement manufacturing enterprises. When Beijing est’s health technology Co., Ltd. launched guzhongjin, it also faced many difficulties and problems. To address these difficulties and problems, first, this article analyzes health food of Calcium supplement market present situation: analyzing market demand by the factors influencing the adoption of market demand, the market needs and market demand trends; analyzing consumer behaviors by consumer purchase price, type of purchase, tendency of purchase location and the main purposes of consumer purchase; analyzing competitive by potential competitors to enter, substitutes pressure and the bargaining power of suppliers and ect. So that, est’s company understands the health food market’s opportunities and threats and masters the marketing environment. Then to analyze the situation in the guzhongjin products marketing situation by the product status, price conditions, channel conditions, the marketing situation and services, to understand the advantages and disadvantages of company. Finally, to propose practical marketing strategy by market breakdown and the choice of target mark