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论文编号：	10478
作者编号：	2120162836
上传时间：	2018/12/6 16:47:19
中文题目：	HCL公司红参产品营销策略研究
英文题目：	The Research on Marketing Strategy of HCL Company''s Red Ginseng products
指导老师：	胡望斌
中文关键字：	保健食品；红参；人参；营销
英文关键字：	Health food；red ginseng；ginseng；marketing
中文摘要：	21世纪以来保健食品被认为是朝阳产业之一，在全世界范围内迅速发展壮大。在我国，伴随着GDP逐年增长，居民可支配收入不断增加，消费水平不仅有量的增长还有质的提高，人们的生活加速迈向小康，与此同时，人民越来越注重自身的健康和养生问题，保健食品行业在这样的背景下越来越受青睐，有着极为广阔的发展空间。保健食品市场蛋糕越来越大，利润相较于普通食品也是相当丰厚，因此吸引着越来越多的企业加入保健食品行业，市场竞争也激烈异常。HCL公司诞生在这个最好的时代同时也是最坏的时代，随着公司的发展壮大，营销策略方面也暴露出诸多问题，这些问题已经严重影响到公司未来的生存和发展，对HCL公司营销策略问题的研究解决就变得迫在眉睫。 HCL公司是一家集研发、生产、销售于一体的人参深加工保健食品企业，公司成立于2012年，诞生于保健食品迅速成长之时，人参被列为药食同源新资源食品，行业被“松绑”之初。公司成立以来营销一直未取得显著的成效， 存在一系列的营销问题，例如：市场定位不清晰、品牌更换频繁、市场调研不充分、营销渠道混乱、岗位结构不合理等。针对公司存在的问题，本文结合国内外的营销策略理论，对HCL公司存在的问题进行深入研究，运用PEST理论对HCL的宏观环境进行分析，运用五力模型对HCL的微观环境进行分析，运用SWOT理论对HCL的优势、劣势、机会、威胁进行剖析，对HCL的市场环境有一个综合研究；运用STP理论重新进行了市场细分、目标市场选择和市场定位，集中优势资源挖掘主要目标市场，营销初期开发最主要的目标群体；运用4P理论，从产品、价格、渠道、促销四个方面对HCL公司产品的营销策略进行完善；最后为保证营销策略的实施，要加强人力资源、资金、企业文化的保障措施，让营销策略顺利开展，取得令人满意的营销成果。
英文摘要：	Health foods have been considered as one of the sunrise industries since the 21st century and have grown rapidly around the world. In China, with the year-on-year GDP growth, the disposable income of residents continues to increase, and the consumption level is not only increased in quantity but also qualitatively improved. People's lives are accelerating toward a well-off society. At the same time, people are paying more and more attention to their own health. With health problems, the health food industry is increasingly favored in this context and has a very broad space for development. The market for health foods is getting bigger and bigger, and profits are high, so it attracts more and more companies to join, and the market competition is also very intense. HCL is a ginseng deep processing health food enterprise integrating R&D, production and sales. The company was established in 2012. Since the establishment of the company, the marketing results have been poor, and there are a series of marketing problems. In view of the problems existing in the company, this paper combines the domestic and international marketing strategy theory to conduct in-depth research on the problems of HCL company, use PEST theory to analyze the macro environment of HCL, use the five-force model to analyze the micro-environment of HCL, and use SWOT The theory analyzes the advantages, disadvantages, opportunities and threats of HCL, and has a comprehensive research on the market environment of HCL. It uses STP theory to re-market segmentation, target market selection and market positioning, and concentrates superior resources to mine the main target market. The most important target group for initial development; using 4P theory to improve the marketing strategy of HCL products from four aspects: product, price, channel and promotion; finally, to ensure the implementation of marketing strategy, we must strengthen human resources, capital and corporate culture. The safeguards have enabled the marketing strategy to proceed smoothly.
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