Abstract
In recent years, as China's economic development into the new normal,
China's economic growth way and the mechanism is also gradually changing,
represented by the elite and middle class population increased gradually, gradually
become the backbone of the Chinese society. They have officially become one of the
main consumer forces in society and will lead the consumption trend. However,
according to the survey, the aging of the elite group physiological age is 10 years
ahead of the general population. There are two broad categories of prominent health
problems: the first is the improvement in living standards that leads to metabolic
disorders such as cardiovascular disease and diabetes. These rich diseases, if not
caught in time, will directly become the elite sudden death behind the hands. The
second category is brought by the heavy work pressure for a long time to stay up late,
insomnia, mental disorder, smoke, dinner party, eating too much is not scientific, the
lack of sports and family not harmonious, the above factors lead to the body in a
sub-health state for a long time. Iron yam extract extracted through science and
technology after processing, the nutrient enrichment, 1 piece is equivalent to a yam
nutrient content, long-term use can greatly improve the sub healthy state of elite
groups of the body.
In this paper, based on iron yam extract, on the basis of the nutritional value and
effect through the health needs of elite and conveniently brand present situation
analysis, the combination of product development, industry prospect and positioning
technology protection, instead of the traditional enterprise in production and sales of
the old thinking, strategically making under the new situation of diversified
marketing plan.
This paper takes zhengzhou YLM company, a typical representative of high-end
functional food industry, as an example to study the marketing channel innovation of
high-end functional food industry. Paper first outlined the iron yam growth of their
advantages, such as the geographical environment, nutrition value of high-end。