首页|A Study on Meihua Biology Company’s Probiotics Product Marketing Strategy
A Study on Meihua Biology Company’s Probiotics Product Marketing Strategy
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Health care products industry is one of the fastest growing industries in the world, known as the "gold industry", "hope industry". For thousands of years, Chinese people have had the habit ofsupplementing food. With the improvement of people''s living standard, the demand for health food will increase greatly. Health food sales are expected to reach 180 billion yuan by 2020, with huge profit margins attracting many manufacturers. Therefore, itis of great significance to study the marketing of health food to improve the national physical quality and the development of enterprises. This paper takes Meihua Biology company as the prototype, and finds out the marketing strategy suitable for its development by analyzing its marketing environment, advantages and disadvantages; And also hope that through the analysis and research of Meihua biotechnology company, this can be engaged in health food marketing for other enterprises and related personnel inthe future work to gain. Based on the theory of marketing, this paper analyzes and discusses the marketing ofProbioticproducts of Meihua Biotechnology Co., LTD by systematic analysis method. Firstly, theProbioticsindustry was summarized and analyzed. Secondly, the marketing management status and existing problems ofProbiotics products of Meihua Biological Company were introduced and solutions were proposed. Then the macro environment, competitors, consumer situation and its own resources and capabilities of Meihua Biotechnology company were further analyzed. On this basis, the SWOT analysis was made and the marketing strategy selection was proposed. Finally, there is the analysis of STP strategy ofProbioticsmarketing of Meihua Biotechnology Co., LTD.: market segmentation, target market and market positioning;4Psstrategy: product, price, channel and promotion strategy; And relationship marketing mix strategies. By sorting out and analyzing the marketing practice ofProbioticproducts of Meihua Biotechnology Co., LTD., we can feel the complexity of the marketing environment ofProbioticsproducts and its importance to the marketing results. The success or failure of marketing strategy has a decisiveinfluence on the success or failure of marketing practice. It is the best choice for Meihua Biological Company to adjust the marketing strategy of the enterprise according to the changing market environment.
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Probiotic products Marketing environment Marketing strategy Meihua Biology Company
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