摘要 2017 年 6 月底，国务院办公厅印发了《国民营养计划（2018-2030 年）》， 在未来 20 年间，我国健康产业和营养产业形势极为利好。2017 年，B 公司正式 更名为 JH 公司，斥资约 76.67 亿港元收购澳大利亚营养品 S 保健品，启动婴幼 儿（BNC）与成人营养及护理用品（ANC）的双轮驱动战略。JH 公司在完全收 购 S 保健品后引入中国市场计划打造成家喻户晓的营养品品牌，却面临线上、线 下渠道的不协调发展，需要重新对营销策略进行改进及优化，才能使公司更好的 应对新的机遇和挑战，这是本文研究的意义和目的所在。 本文系统性回顾了营销策略的基本概念、基本理论，运用一系列分析工具对 JH 公司的 S 保健品内外部环境进行了分析。然后根据分析结果，基于营销管理 的 STP 框架制定了 JH 公司 S 保健品的营销策略，并根据 4P 模型制定了 S 保健 品的产品、价格、渠道、促销策略。在 JH 公司 S 保健品的营销中，需要结合当 前营销的新商业模式与新技术对其赋能，线上调动消费者的互动积极性，线下给 消费者带来沉浸式的深度体验，从而达到预期的目标。 随着保健食品渗透率和人均消费量的提升，保健食品的销售渠道从直销逐步 向非直销的药店、商超、专卖店延伸。电商渠道也在近几年有了快速的发展，本 文的研究不仅可以较好地指导 JH 公司对 S 保健品的市场策略，同时也对其它保 健品品牌的营销策略提供参考与借鉴。 关键词：保健品 年轻女士 营销策略iii LIST OF ABBREVIATIONS BNC: Baby Nutrition Care ANC: Adult Nutrition Care products CAGR: Compound Annual Growth Rate STP: Segmentation, Targeting and Positioning 4P: Product, Price, Promotion and Place PEST: Political, Economic, Social, and Technological ROLE: Reality, Outlook, Link and Experienceiv TABLE OF CONTENTS ACKNOWLEDGEMENTS...........................................................................................ii ABSTRACT....................................................................................................................i 摘要................................................................................................................................ii LIST OF ABBREVIATIONS ...................................................................................... iii TABLE OF CONTENTS ..............................................................................................iv 目录..............................................................................................................................vii LIST OF TABLES .........................................................................................................x 表目录...........................................................................................................................xi LIST OF FIGURES .....................................................................................................xii 图目录........................................................................................................................ xiii Chapter I. Introduction...................................................................................................1 1.1 Research Objectives..................................................................................1 1.2 Meaning of Research ................................................................................3 1.3 Research Status .........................................................................................3 1.4 Research Methods.....................................................................................4 1.5 Research Structure ....................................................................................4 Chapter II Literature Review .........................................................................................6 2.1 Marketing and Marketing Management....................................................6 2.1.1 Marketing........................................................................................6 2.1.2 ―Marketing Management..................................................................7 2.2 Segmentation, Target and Positioning (STP) ............................................8 2.2.1 Segmentation......................................................................................8 2.2.2 Targeting ............................................................................................9 2.2.3 Positioning .......................................................................................10 2.3 Marketing Mix ........................................................................................ 11 2.4 Summary .................................................................................................12v Chapter III Case Description of JH Company .............................................................13 3.1 Introduction of JH Company ..................................................................13 3.2 Current Marketing Strategies and Practices............................................15 3.2.1 Targeting ..........................................................................................15 3.2.2 Position ............................................................................................15 3.2.3 Specific Marketing Mix ...................................................................15 Chapter IV The Analysis of Environment and the Marketing Strategy Issues of JH Company......................................................................................................................20 4.1 Macro- Environment Analysis ................................................................20 4.1.1 Political Environment Analysis........................................................20 4.1.2 Economic Environment Analysis.....................................................29 4.1.3 Social Environment Analysis...........................................................32 4.1.4 Technical Environment Analysis .....................................................35 4.2 Industry Competition ..............................................................................37 4.2.1 Upstream Bargaining Power ............................................................39 4.2.2 Downstream Bargaining Power .......................................................41 4.2.3 Potential Entrants Threaten..............................................................41 4.2.4 Alternative Threats...........................................................................42 4.2.5 The Current Situation of Competition in the Industry .....................42 4.3 Marketing Issues of Health Care Product S at present ...........................43 4.3.1 Target market is not precise enough ................................................43 4.3.2 Market positioning is not clear enough............................................44 4.3.3 Chaotic market mix..........................................................................44 4.4 Summary .................................................................................................46 Chapter V The Marketing Strategy Optimization of JH Company..............................48 5.1 Marketing Strategy (STP) Optimization.................................................48 5.1.1 Marketing Segmentation..................................................................48 5.1.2 Target Market ...................................................................................53vi 5.1.3 Positioning for Product S .................................................................54 5.2 Marketing mix (4P) optimization............................................................55 5.2.1 Product Strategy...............................................................................55 5.2.2 Price Strategy...................................................................................56 5.2.3 Channel Strategy..............................................................................58 5.2.4 Promotion Strategy ..........................................................................60 5.2.5 Summary of marketing mix .............................................................62 Chapter VI Conclusion and Prospect ..................................................................