康宝莱（中国）保健品有限公司是一家主要销售体重管理产品、营养保健 品、能量饮料的直销公司，以帮助人们达到更佳的健康状态。健康是人类生存 生活的根本，体现一个国家经济发展水平，也体现这个国家是否昌盛和富强。 人们在解决温饱问题之后，开始追求有品质的生活，越来越关注营养健康保健。 随着十八届五中全会公报的发布，把营养健康保健推到了一个新的高度。但这 样的大环境下，康宝莱中国 2016 年-2017 年的业绩不增倒减，俱乐部门店的关 店数量越来越多，市场占有率逐渐降低。 本文通过传统 4PS 营销理论，分析当前康宝莱中国营销策略及现状，运用 访谈法和问卷调查法实证研究方法，统计分析得出康宝莱中国营销策略的问题。 结合 PEST 理论模型、STP 营销策略和传统的 4PS 营销理论工具，分析业绩和俱 乐部门店数量双双下滑的原因。（1）宏观方面面临的不可控因素很多，消费者 的健康保健意识还不够，保健品消费区域还存在着明显的差异，生产研发技术 水平不一致，导致了整个行业诟病很多。（2）保健品行业名声不好，消费者信 任度不高。（3）康宝莱中国在竞争者中除了产品策略面对的目标顾客群略有不 一样，其他的营销策略上并没有太大的差异性。（4）现行营销策略没有结合当 前时代的发展做出相应的改变，没有满足新经济结构下主流消费群体的个性化 需求。针对这些因素提出全方位营销策略，即优化关系营销、加强事件营销、 增加体验式营销、提升整合营销，完善内部营销和合理利用社会责任营销策略 等。 营销策略是企业生存发展必不可少的环节，目前大部分公司还是以产品为 导向进行营销策略的制定。因此，本文在传统营销理论的基础上，结合当前信 息化时代的特点提出全方位营销策略，不仅解决康宝莱中国当前面临的问题， 也对保健品行业和其他保健品公司进行营销策略制定时有所启示，对其他类似 行业或者研究者具有参考意义，加快推进整个大健康行业发展，助力“健康中 国 2030”的建设。 关键词：康宝莱，保健品，直销，全方位营销兰州大学硕士学位论文 康宝莱（中国）保健品有限公司营销策略研究 III STUDY ON MARKETING STRATEGY OF HERBALIFE(CHINA) HEALTH PRODUCTSO.LTD Abstract Herbalife (China) Health Products Co., Ltd. is a direct selling company that sells weight management products, nutritional supplements, and energy drinks to help people achieve better health. Health is the foundation of human survival and life. It reflects the level of economic development of a country and also shows whether it is prosperous and prosperous. After solving the problem of food and clothing, people began to pursue a quality life and pay more and more attention to nutrition and health care. With the publication of the communique of the Fifth Plenary Session of the 18th CPC, nutrition health care has been pushed to a new level. However, under such a large environment, Herbalife China's 2016-2017 performance did not increase and decrease, the number of closed stores in the club stores is increasing, and the market share is gradually decreasing. Through the traditional 4PS marketing theory, this paper analyzes the current Herbalife China marketing strategy and its current situation, and uses the interview method and the questionnaire survey method to empirically study the statistical analysis of Herbalife China's marketing strategy. Combining PEST theoretical model, STP marketing strategy and traditional 4PS marketing theory tools, the reasons for the decline in performance and the number of clubs are analyzed. (1) There are many uncontrollable factors facing the macro aspect. Consumers' awareness of health care is not enough. There are still obvious differences in the consumption area of health care products. The level of production and research technology is inconsistent, which has led to many diseases in the whole industry. (2) The reputation of the health care products industry is not good, and consumers' trust is not high. (3) Herbalife China has slightly different target customer groups in addition to product strategy among兰州大学硕士学位论文 康宝莱（中国）保健品有限公司营销策略研究 IV competitors, and there is not much difference in other marketing strategies. (4) The current marketing strategy does not make corresponding changes in the development of the current era, and does not meet the individualized needs of the mainstream consumer groups under the new economic structure. In response to these factors, we propose a comprehensive marketing strategy, namely, optimizing relationship marketing, strengthening event marketing, increasing experiential marketing, improving integrated marketing, improving internal marketing and rationally utilizing social responsibility marketing strategies. Marketing strategy is an indispensable link for the survival and development of enterprises. At present, most companies still use product-oriented marketing strategies. Therefore, based on the traditional marketing theory, this paper proposes a comprehensive marketing strategy based on the characteristics of the current information age, not only to solve the problems currently faced by Herbalife China, but also to develop the marketing strategy for the health care products industry and other health care products companies. The enlightenment has reference significance for other similar industries or researchers, accelerates the development of the entire health industry, and contributes to the construction of “Healthy China 2030”. Keywords: Herbalife, Health products, Direct sales, All-round marketing兰州大学硕士学位论文 康宝莱（中国）保健品有限公司营销策略研究 V 目录 中 文 摘要 ............................................II Abstract .............................................. III 第一章 绪论 ...........................................1 一、研究背景与目的 ..............................................1 （一）研究背景...............................................................................................................1 （二）研究目的...............................................................................................................2 二、研究内容和思路 ..............................................3 三、创新之处 ....................................................7 第二章 相关理论基础....................................8 一、4PS 营销理论.................................................8 二、5C 营销理论..................................................8 三、STP 营销策略.................................................9 四、全方位营销理论 .............................................10 第三章 康宝莱中国概况和当前运用的营销策略 .............13 一、康宝莱中国概况 .............................................13 二、康宝莱中国当前运用的营销策略和现状 .........................14 第四章 康宝莱中国当前营销策略运用中存在的问题及成因分析21 一、康宝莱中国当前营销问题分析-实证研究分析 ....................21 二、康宝莱中国营销问题成因分析 .................................25 （一）宏观环境分析.....................................................................................................25 （二）行业环境分析.....................................................................................................28 （三）竞争环境分析.....................................................................................................30 （四）自身原因分析.....................................................................................................34兰州大学硕士学位论文 康宝莱（中国）保健品有限公司营销策略研究 VI 第五章 康宝莱中国全方位营销策略的实施建议和保障措施 ...37 一、康宝莱中国全方位营销策略实施建议 ...........................37 （一）关系营销的优化措施.........................................................................................37 （二）加强事件营销.....................................................................................................39 （三）增加体验式营销.................................................................................................41 （四）提升整合营销.....................................................................................................45 （五）完善内部营销.....................................................................................................49 （六）合理利用社会责任营销.....................................................................................51 二、康宝莱中国全方位营销策略实施的保障措施 ...........