本文選題：保健食品 + JK公司��； 參考：《南昌大學(xué)》2014年碩士論文

【摘要】：保健食品行業(yè)是目前國(guó)際上增長(zhǎng)最快的行業(yè)之一，被譽(yù)為：“黃金產(chǎn)業(yè)”“朝陽(yáng)產(chǎn)業(yè)”。我國(guó)人民幾千年來(lái)就有進(jìn)補(bǔ)養(yǎng)生的文化，隨著經(jīng)濟(jì)的高速發(fā)展，人民生活水平的日益提高，人們對(duì)身體健康的更加關(guān)注，對(duì)保健食品需求有更大的增長(zhǎng)，因此在該領(lǐng)域的研究也就越發(fā)顯示其重要性及迫切性。 在保健食品市場(chǎng)大環(huán)境急劇變化的新形勢(shì)下，為了使JK保健品公司保持良好的經(jīng)濟(jì)效益和持續(xù)健康的發(fā)展，論文通過(guò)深入調(diào)查研究，嘗試性提供可行的、具有市場(chǎng)競(jìng)爭(zhēng)力的、新的營(yíng)銷(xiāo)策略。 論文收集國(guó)內(nèi)外近年來(lái)的保健食品市場(chǎng)營(yíng)銷(xiāo)現(xiàn)狀的文獻(xiàn)資料，運(yùn)用市場(chǎng)相關(guān)營(yíng)銷(xiāo)理論，深入調(diào)查JK保健品公司的發(fā)展過(guò)程、文化、品牌現(xiàn)況及營(yíng)銷(xiāo)管理等方面，，掌握公司所面臨的環(huán)境和競(jìng)爭(zhēng)狀況，分析公司在營(yíng)銷(xiāo)方面存在的問(wèn)題，然后提出明確目標(biāo)市場(chǎng)，強(qiáng)化品牌塑造，合理控制價(jià)格區(qū)間，多樣化的推廣策略和重視售后服務(wù)等營(yíng)銷(xiāo)調(diào)整策略，期望該公司具有巨大的發(fā)展?jié)摿蛷V闊的市場(chǎng)前景。
[Abstract]:Health food industry is one of the fastest-growing industries in the world, known as "gold industry" and "sunrise industry." For thousands of years, the people of our country have a culture of nourishing their health. With the rapid development of the economy, the people's living standards are improving day by day, people pay more attention to their physical health, and the demand for health food has increased more. Therefore, the research in this field is more and more important and urgent. Under the new situation of rapid changes in the environment of health food market, in order to make JK Health products Company maintain good economic benefits and sustainable and healthy development, the paper tries to provide feasible and competitive products through in-depth investigation and study. A new marketing strategy. In this paper, the author collects the literature about the current situation of health food marketing at home and abroad, and applies the marketing theory to investigate the development process, culture, brand status and marketing management of JK Health products Company. Grasp the environment and competition that the company faces, analyze the problems existing in the marketing of the company, then put forward clear target market, strengthen the brand shaping, control the price range reasonably, Diversification of marketing strategies and emphasis on after-sales service and other marketing adjustment strategies, expect the company has a huge development potential and broad market prospects.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F426.82;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前9條

1 陳永泰;;中小企業(yè)網(wǎng)絡(luò)營(yíng)銷(xiāo)策略中的網(wǎng)絡(luò)廣告研究[J];電子商務(wù);2011年10期

2 付沙;肖葉枝;;我國(guó)企業(yè)實(shí)施體驗(yàn)營(yíng)銷(xiāo)的策略研究[J];中國(guó)管理信息化;2010年18期

3 耿莉萍;;當(dāng)前我國(guó)保健食品市場(chǎng)存在的問(wèn)題與監(jiān)管對(duì)策[J];食品科學(xué)技術(shù)學(xué)報(bào);2013年03期

4 黃宇軍;;概念營(yíng)銷(xiāo)[J];國(guó)際公關(guān);2010年06期

5 鄭利泉;;消費(fèi)者品牌敏感對(duì)傳統(tǒng)中藥保健品企業(yè)的啟示[J];當(dāng)代經(jīng)濟(jì);2012年06期

6 魏延輝;;保健品常見(jiàn)營(yíng)銷(xiāo)模式比較[J];合作經(jīng)濟(jì)與科技;2009年17期

7 劉根;;保健食品營(yíng)銷(xiāo)模式新探———基于知識(shí)營(yíng)銷(xiāo)的角度[J];技術(shù)與市場(chǎng);2008年10期

8 王志宏;尹文娟;;我國(guó)企業(yè)綠色營(yíng)銷(xiāo)的困境及對(duì)策分析[J];科技管理研究;2011年10期

9 岑乾明;王湘哲;;基于3C品牌經(jīng)營(yíng)模式下的古丈毛尖茶業(yè)發(fā)展戰(zhàn)略思考[J];商業(yè)經(jīng)濟(jì);2012年05期

本文編號(hào)：1974884