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论文编号：	10222
作者编号：	2220140627
上传时间：	2018/6/12 9:54:26
中文题目：	石药集团果维康产品营销策略研究
英文题目：	Research on Product Marketing Strategy for Guo Wei Kang of CSPC
指导老师：	张永强
中文关键字：	石药集团；果维康品牌；营销组合策略
英文关键字：	CSPC；Guoweikang brand；Marketing mix strategy
中文摘要：	随着国民经济的发展和市场竞争机制的日益完善，企业之间的竞争，产品之间的竞争转化为品牌的竞争，而品牌之间的竞争则体现在如何长久的维持自己品牌美誉度，确保品牌扩展长期处于良性循环的轨道。中国保健品行业作为一个较为新兴的产业，近二十年来，得到了非常迅猛的发展，而且存在着巨大的成长空间。维生素C保健品是目前全球维生素生产厂家中竞争最激烈的一个板块。在这类产品的市场上，罗氏占据市场份额的40%，巴斯夫市场份额占据28%，剩余30%左右由其他厂家分享。石药集团果维康是国内知名的VC类保健品牌，自上市以来，市场表现逐年攀升，2017年销售收入突破了4亿元。从单个产品看，果维康取得了较为优异的成绩，但相比VC保健品的市场份额，以及石药集团对VC业务的发展需求，果维康的经营和发展还有很长的路要走。本文运用案例分析的方法，对果维康产品的营销现状及存在的优势和问题进行了深入剖析，运用SWOT、STP等理论及工具，探讨了适合果维康发展的营销策略，对果维康未来的深入发展，提出了具体的实施方案。本文通过研究得出结论，果维康凭借近十年的品牌积累，依托石药集团强大的综合实力，在维生素C保健品领域大有可为。未来一段时间内，石药集团应该针对果维康品牌加大广告宣传，并通过召开主题会议、与权威机构合作、提高包装档次等手段，不断提升果维康的品牌形象。与此同时，经过近十年的发展，果维康品牌已经完成了“市场导入期”向“成长期”的转变，进入了“成长期初期”，在这段时间内，石药集团应着力采用特许连锁加盟店为主的营销方式，捕捉商务、节日馈赠等市场机会，不断完善产品的销售渠道，建立并维护果维康品牌在维生素C保健品领域的差异化特征，保证果维康品牌在激烈的市场竞争中不断发展壮大。
英文摘要：	For years, with the fast growth of national economy and constantly improvement of market competitive mechanism,competition between companies and products has turned to brands, which reflects on how to keep its reputation and how to get it on the track of sound progress. Healthcare product industry has soared in the last two decades as one of China’s new strategic emerging industries. It also hashuge development potential andgrowth space.Nowadays, competition in the Vitamin Cis among the industriesfiercest.Roche and BASF control 70 percent of world vitamin C market, whiledomestic products have less competition. Guoweikangis a well-known Vitamin C brand of CSPC Group thathas been recognized as China Famous Brand by State Administration for Industry and Commerce of the People's Republic of China (SAIC). Sales ofGuoweikang products have sold rapidly every year since launched, which hit CNY400 million in 2017.Guoweikang performs excellent as a single Vitamin C brand.But according to the demand of CSPC Group’sbusiness development, it still has long way to go to gain market share, especially in management. The paper mainly uses case analysis method to analyze the current marketing situation which includes both current advantages and issues.The author utilizes SWOT&STP theory and tools to investigate the suitable marketing strategy, and put forwardthe detailed plans for the further developmentof Guoweikang in the future. The essay comes to conclusions as follows: based on brand reputation accumulation and CSPC Group’s comprehensive strength,Guoweikanghas a brilliant future in do in Vitamin C healthcare product industry. CSPC Group should promote Guoweikang’s advertising campaign to enhance itsbrand image since it has entered into growth stage from the start-up stage in the last decade. CSPC Group also need use franchise as a way to complete the distribution of products, take the best advantages of gift-giving on holiday or business occasions, and promote itsdiversity index in Vitamin C healthcare product industry.In this way, the CSPC Group can guarantee the development and growth of Guoweikang brand through the fiercely competitive market.
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