南京中科集团保健品营销战略研究

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1、大连理工大学硕士学位论文南京中科集团保健品营销战略研究计：学位论文4l页表格1个插图4幅学位论文完成日期：评阅人：指导教师：答辩委员会主席：院长：2005．11．28．李新然副教授刘晓冰教授汪克夷教授邓贵仕教授苏敬勤教授AbstractThispaperanalysessalestrategicresearchontheinternalandexternaldepartmentenvironmentalmarketbeenfacedwithbyZhongkegroup。Zhongkegroup，theunifinicationofsupplyandma

2、rketingdepartmentgroupisbeingfacedwithAsaresultofhistoricalreason，market—inconceptstartslately，undertheconditionofeconomicmarket，thelinkofproduce，supplyandsellisweak；underthesupportofhigh-tech，Zhongkegroup’scostishighlycomparedwiththeotherenterprisesofthesameindustry,andonprice，

3、againlackofmarketingidea，priceislOW,canseenterprisecompetitivenessmoreweak．。First，thisarticleanalysesplentyofinvestigationbeforesolvingenterpriseproblemforthecompetitivestateofthemedicineprofessionofhealthproduct，withreallycertificateresearch，theprofessionenvironment，marketcondi

4、tionandproductconditionthatincludesdomesticandabroad．Thenaccordingtothebehavioralcharacteristicsofdifferentconsumer,thecompanyhascarriedoutmarketclearly．Theenvironmentthatisfacedwithbasedonenterprise，thecompanydistinguishsthreatandopportunity,analysesinternaladvantageandinferior

5、positionofgroup．Accordingtotheanalysis，usingopportunity,avoidinrisk,Zhongkegroupdevelopshimselfinreseaxchtheadvantageonindustry,andtranslatesunfavourableconditionintofavourablecondition，collectingthefoundationofplentyofinformationthemethodofutilizingintegrationoftheorywithpracti

6、ce．thecompanyhasestablishedsuitabledepartmentgroupselfreality，thesalegoalandrelatedprogramthathasspecificaimandoperability,havingputforwardchangesaleidea，chosegoalmarket，andcarriedoutmarketlocation．Accordingtodefinitegoalandmarketlocation，grouphasputforwardaseriesofsalesstrategy

7、：Producttactfulpricetactfulbrandtactfulchannelinnovationtactfulpromotionstrategy，breaklimitreinforcedcooperationetc．ithasofferedgooddecision-makingsupportforgroup’Sdevelopment．Keywords：Marketingstrategy；Medicinehealthproducts；marketSegmentationII大连理工大学EMBA学位论文原创声明本人郑重声明：所呈交的学位论文

8、，是本人在导师指导下开展研究工作所取得的成果。除文中特别加以标注和致谢的地方外，论文中不包含其