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论文编号：	3119
作者编号：	2120092474
上传时间：	2011/5/30 17:02:23
中文题目：	基于顾客资产的保健食品企业整合营销传播策略研究
英文题目：	A Study on the Integrated Marketing Communications Strategy of Healthcare Food Corporations: Based on Customer Equity
指导老师：	申光龙
中文关键字：	保健食品；整合营销传播；利害关系者；顾客资产
英文关键字：	Healthcare Food; Integrated Marketing Communication; Stakeholders & Interest Groups; Customer Equity
中文摘要：	二十年来，中国保健食品行业发展迅速，三株、红桃K等一系列品牌名字，一个个背后传奇的营销故事，令人叹为观止。但众多的产品的生命周期却非常短，继而一个个保健食品的品牌都成为历史，大浪淘沙后的保健食品行业，真正有生命力的保健食品品牌所剩无几，这样几轮营销大浪过后，出现了中国保健食品市场的寒冬和大的调整期。但是，尽管十年前保健食品市场规模很小，经过多年快速发展，已经逐渐壮大。虽然仍面临诸多挑战，但是中国保健食品产业的发展前景是光明的。在市场需求、技术进步和管理更新的推动下，中国保健食品产业发展空间巨大。未来发展将呈现消费者群体多元化、保健食品销售模式专营化、宣传模式推陈出新以及保健食品成日常消费四大趋势，可以预见今后保健食品市场竞争将更加激烈。 为此，本研究首先介绍了中国保健食品行业发展的背景、现状及未来发展趋势，并进而研究了中国保健食品营销中存在的诸多问题，特别是理念及策略问题；针对这些问题，大量研究了近年来有关领域的研究成果，并进而进行深入分析及扎实论证，得出结论。本研究将利用整合营销传播、利害关系者、顾客资产等理论工具对保健食品企业营销传播策略进行研究，并结合TS公司营销传播的案例，探索建立中国保健食品企业的整合营销传播应用模式，以期促进保健食品企业的持续发展。本研究认为中国保健食品企业应以与顾客建立长期稳定的利益关系，营造良好的经营环境，超越品牌塑造，传递顾客价值，以积累顾客资产为出发点来制定和实施保健食品企业的整合营销传播策略。 同时，本研究的目标行业保健食品行业在中国的发展历史比较短，同时又由于中国保健食品的独特性，关于中国保健食品营销的研究并不多，大部分仅限于营销的战术层面或个别问题的研究，而对保健食品企业IMC策略的涉及比较少，因此可以借鉴的研究成果也并不多；本研究更多地是本人基于在保健食品及相关行业中亲身参与保健食品市场的调查和研究中，尝试将整合营销传播理论运用于保健食品营销中，以建立持久顾客关系为重点；同时本研究首次将顾客资产与整合营销传播中结合研究，本身顾客资产运营还处在定性分析阶段，所以可能存在诸多认识上的不足和值得商榷的地方。另外，由于中国健食品市场的研究还处于调整阶段，很多企业还处在无序竞争时期，还缺乏对保健食品市场更为科学全面的调查，导致无法用更精确的数据来描绘保健食品市场，这都是本研究今后需要进一步解决的内容。 总之，在新经济条件下，保健食品市场最终将走向成熟，市场需要从一个全新的视角进行整合，而不再是制造保健食品销售泡沫的时代了。本研究将立足于企业的持续发展，以顾客资产为导向，这种视角不再是局限于保健食品营销战术层面的整合。面对顾客富于变化的、个性化的需求，企业为实现有效的经营，企业需要培育与顾客的持久关系，以顾客终身价值为导向，拓展由企业外部到内部的传播渠道，实现有效的对话式沟通，营销人员从顾客和潜在顾客的信息来挖掘和预估他们的需求，从而有依据的提升顾客价值，进而提高顾客忠诚，将顾客资产有效运营，从而打造具有持久生命力的品牌形象，让消费者脱离保健食品消费的怪圈，构造健康有序的保健食品市场。因而保健食品企业营销传播策略的研究对关系国计民生的中国保健食品企业的持久发展具有举足轻重的意义。
英文摘要：	With the rapid development of healthcare food industry in the recent two decades, Sanzhu, Hongtao Kand a series of brand name have vanished one by one after their short legendary marketing history. The product life cycle is too short that few products could show with vitality on China market and the China health food market turn from crazy state into period of adjustment. However, despite of a small health food market ten years ago, after years of rapid development, it has been gradually expanding with much prospects. Market demands, technological progress and management progress will drive the market forwards. Diverse consumer groups, health food franchiseship, promotion model innovation, and daily consumption habit of healthcare food will be of four major trends in the near future and further competition will become more and more intense. Therefore, at the first, this study describes the history of Chinese healthcare food industry, present situation and future development trends. Next, this research is trying to find and further summarizes the problems in the previous marketing practices, especially in the enterprise philosophy and strategy structure. And then to solve these problems, a large number of studies in the real cases combined with the guidance of the relative theory in the field were carried on by the researcher and her team. At the end, through the in-depth analysis and sound arguments conclusions are drawn. This study will apply Integrated Marketing Communications (IMC), stakeholder& Interest groups, customer equity and other theoretical tools into the study of marketing communication strategy. This research is also trying to take TS Corporation’s integrated marketing communication as a case to probe into the feasibility the study results. It is the most important that according case studies the research designed the new models of integrated marketing communication of healthcare food enterprises from a brand-new view of customer equity. Also This study suggests that the Chinese healthcare food companies should be with customers to establish long-term stability of the interest, create a favorable business environment beyond branding itself, delivery of customer value to the accumulation of customer equity as a starting point and at the end to develop and implement healthcare food integrated marketing communication which is the core of the study. Meanwhile, the objectives of this study health food industry, the development of industry in the short history of China, at the same time as the uniqueness of Chinese health food, health food products on the market of China is not much, most of the limited marketing of the tactical level, or individual issues research, and health food company less IMC strategy involved, so you can learn from the research results are not much; this study based on more is my health food and related industries in the personal involvement in the health food market surveys and studies , try to apply the theory of integrated marketing communication in the health food marketing to focus on building lasting customer relationships; the same time this study was the first time the customer assets in combination with the integrated marketing communication research, customer asset management is still in its qualitative analysis phase, So there may be lack of understanding and many are open to question. In addition, because of the Chinese health food market is still in an adjustment phase, many companies are still in the disordered competition period, but also the lack of health food market is more scientific and comprehensive investigations, resulting in more accurate data can not be used to describe the health food market, This is the study of the future need to further address the content. In short, under the new economic conditions, the health food market will be mature in the future, the market need to integrate a new perspective, rather than the manufacturing of a sales bubble era. This study will be based on sustainable enterprises development, customer equity and will not be confined to the tactical level, only for sales performance and fast and high return on investment. In the trend, varied customers, individual needs come up and to achieve effective business operations, companies need to cultivate lasting relationships with customers, stress customer lifetime value, take effective communication works from in to outside with customers and potential customers to tap the information and estimated their needs, which are based on enhancing customer value, and to improve customer loyalty, efficient operation of the customer equity to build a lasting vitality of the brand image. The real purpose of this strategy is to achieve effective customer equity operation in order to create an enduring vitality of the brand image, so that healthcare food could make long-term success. Of course, from a view from present healthcare food industry, it could help customer out of disorderly market and develop a habit of frequent consumption of health food. Therefore, marketing communication strategy of healthcare food companies has a significant meaning to their sustainable development.
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