摘要 随着我国国民经济的飞速发展、人民收入水平的不断提高，以及人民保健意识的 逐渐增强，我国保健食品行业进入高速发展时期，成为国民经济新的增长点和战略性 产业。然而，我国保健食品行业在迎来高速发展的同时，也面临着巨大的挑战。互联 网时代的到来，极大地改变了人民的生活方式和消费方式，这给保健食品企业的市场 营销提出了新的要求。如何制定市场营销策略以适应新的时代背景和市场要求，是每 个保健食品企业需要面对的重要问题。 本文以营销策略为研究视角，选取南京 JW 公司作为研究对象。首先运用 PEST 分析工具和波特五力模型对南京 JW 公司的宏观环境和行业竞争环境进行研究，分析 公司经营发展中所面临的机遇和威胁。然后，对南京 JW 公司近年来市场营销现状进 行剖析，并总结市场营销的实践结果，具体包括：市场占有率持续下滑、产品毛利率 逐年下降、销售渠道拓展缓慢，以及品牌知名度和消费者认可度低于同类产品。另外， 对南京 JW 公司市场营销存在的问题进行了探讨，主要有市场定位不准确、产品种类 过于单一、缺乏科学灵活的定价机制、营销渠道缺乏创新、促销推广和品牌宣传力度 不够。为有效解决市场营销中存在的问题，提出运用 STP 理论对南京 JW 公司的目标 市场细分、选择与定位进行改进，并利用 4P 理论，对南京 JW 公司的产品策略、价 格策略、渠道策略和促销策略进行优化。最后，在确定市场营销优化策略的实施步骤 后，提出从人力、资金、技术和制度等方面入手来保障优化策略的顺利实施。 本文通过对南京 JW 公司营销策略的研究，有助于公司准确把握和应对市场机会 和挑战，更好地适应互联网时代的市场要求。此外，也希望本文的研究成果可以为保 健食品行业其他相似的企业或产品提供借鉴，从而促进我国保健食品行业的发展，更 好地推动国家健康产业的发展。 关键词： JW 公司；益生菌保健食品；营销策略III Abstract With the rapid development of China's national economy, the continuous improvement of people's income level, and enhanced health consciousness, health food industry in our country has entered a period of rapid development. It has become a new growth point and strategic industry of the national economy. However, China's health food industry is also facing great challenges. The arrival of the Internet era has greatly changed people's lifestyle and consumption patterns, which has put forward new requirements for the marketing of health food enterprises. How to formulate marketing strategy to meet the new era background and market requirement is an important problem that every health food enterprise needs to face. From the perspective of marketing strategy, this paper selected Nanjing JW Company as an object of study. First, it used PEST analysis method and Porter’s five forces model to study the macro environment and market competition environment of JW Company, so as to understand the opportunities and threats in the current development of this company. Then, it analyzed the marketing situation of the company in recent years and summarized the practice results of marketing, including: the market share continuing to slide, the product gross margin dropping year by year, sales channels expanding slowly, and brand awareness and consumer recognition lower than similar products. In addition, it pointed out the problems that exist in the marketing, mainly including: the inaccurate market positioning, less product variety, the lack of scientific and flexible pricing mechanism, lack of innovative marketing channels and inadequate marketing promotion. To effectively solve the problems that exist in the marketing, it applied STP theory to improve market segmentation, target market selection and market positioning. On the basis, the theory of 4P was used comprehensively to optimize the product strategy, price strategy, channel strategy and promotion strategy of this company. Finally, after establishing the planning and implementation steps of the marketing optimization strategy scheme, measures proposed to ensure the smooth implementation of the optimization strategy from the aspects of manpower, capital, technology and system.IV By studying the marketing strategy of Nanjing JW Company, this paper can help the company accurately grasp the market opportunities and cope with the challenges, and better adapt to the market requirements of the Internet era. Also, it is looking forward to provide references for other similar enterprises or products in the health food industry, so as to promote the development of the health food industry in our country and better promote the development of the national health industry. Keywords: JW Company; Health Food with Probiotics; Marketing Strategy目录 致谢.........................................................................................................................................I 摘要.......................................................................................................................................II Abstract ................................................................................................................................ III 第 1 章 绪论..........................................................................................................................1 1.1 选题背景与研究意义..................................................................................................1 1.1.1 选题背景 ...............................................................................................................1 1.1.2 研究目的 ...............................................................................................................2 1.1.3 研究意义 ...............................................................................................................3 1.2 国内外研究现状..........................................................................................................4 1.2.1 国外研究现状 .......................................................................................................4 1.2.2 国内研究现状 .......................................................................................................5 1.2.3 国内外研究现状述评 ...........................................................................................8 1.3 研究内容与基本框架..................................................................................................8 1.3.1 研究内容 ...............................................................................................................8 1.3.2 论文框架 ...............................................................................................................9 1.4 研究方法与创新点....................................................................................................10 1.4.1 研究方法 .............................................................................................................10 1.4.2 创新点 .................................................................................................................11 第 2 章 相关理论概述........................................................................................................12 2.1 STP 理论....................................................................................................................12 2.1.1 市场细分 .............................................................................................................12 2.1.2 目标市场 .............................................................................................................13 2.1.3 市场定位 .............................................................................................................14 2.2 4P 理论.......................................................................................................................15 2.2.1 产品策略 .............................................................................................................15 2.2.2 价格策略 .............................................................................................................16 2.2.3 渠道策略 .............................................................................................................17 2.2.4 促销策略 .............................................................................................................18第 3 章 南京 JW 公司外部环境分析................................................................................21 3.1 南京 JW 公司的宏观环境分析.................................................................................21 3.1.1 法律政策因素 .....................................................................................................21 3.1.2 经济因素 .............................................................................................................23 3.1.3 社会因素 .............................................................................................................25 3.1.4 科技因素 .............................................................................................................26 3.2 南京 JW 公司的行业环境分析——五力模型.........................................................28 3.2.1 供应商讨价还价的能力 .....................................................................................29 3.2.2 买方讨价还价的能力 .........................................................................................29 3.2.3 潜在新进入者的威胁 .........................................................................................30 3.2.4 替代产品或服务的威胁 .....................................................................................30 3.2.5 同行业内现有企业之间的竞争 .........................................................................31 第 4 章 南京 JW 公司营销现状及存在的问题分析........................................................34 4.1 公司概况....................................................................................................................34 4.1.1 公司简介 .............................................................................................................34 4.1.2 公司组织结构 .....................................................................................................34 4.1.3 公司主营业务 .....................................................................................................36 4.1.4 公司经营业绩 .....................................................................................................37 4.2 南京 JW 公司的市场营销现状.................................................................................38 4.2.1 市场定位实践 .....................................................................................................38 4.2.2 产品实践 .............................................................................................................39 4.2.3 价格实践 .............................................................................................................39 4.2.4 渠道实践 .............................................................................................................40 4.2.5 促销实践 .............................................................................................................41 4.3 南京 JW 公司市场营销的实践结果.........................................................................41 4.3.1 市场占有率持续下滑 .........................................................................................41 4.3.2 产品毛利率逐年下降 .........................................................................................42 4.3.3 销售渠道拓展缓慢 .............................................................................................43 4.3.4 品牌知名度和消费者认可度低于同类产品 .....................................................434.4 南京 JW 公司市场营销存在的问题分析.................................................................44 4.4.1 市场定位不够准确 .............................................................................................44 4.4.2 产品种类过于单一 .............................................................................................44 4.4.3 缺乏科学灵活的定价机制 .................................................................................45 4.4.4 营销渠道缺乏创新 .............................................................................................45 4.4.5 促销推广和品牌宣传力度不够 .........................................................................46 第 5 章 南京 JW 公司市场营销优化策略制定................................................................47 5.1 改进产品目标市场的选择与定位............................................................................47 5.1.1 市场细分 .............................................................................................................47 5.1.2 目标市场 .............................................................................................................49 5.1.3 市场定位 .............................................................................................................52 5.2 优化营销策略的选择与具体内容............................................................................54 5.2.1 产品策略 .............................................................................................................54 5.2.2 价格策略 .............................................................................................................57 5.2.3 渠道策略 .............................................................................................................59 5.2.4 促销策略 .............................................................................................................64 第 6 章 南京 JW 公司市场营销策略的实施与保障........................................................68 6.1 南京 JW 公司新市场营销策略实施的计划步骤.....................................................68 6.1.1 实施的计划分工 ................................................................................................68 6.1.2 实施的计划步骤 ................................................................................................68 6.2 南京 JW 公司新市场营销策略实施的保障.............................................................69 6.2.1 人力保障 .............................................................................................................70 6.2.2 资金保障 .............................................................................................................72 6.2.3 技术保障 .............................................................................................................73 6.2.4 制度保障 .............................................................................................................75 第 7 章 结论与展望............................................................................................................78 7.1 结论...........................................................................................................................78 7.2 不足与展望................................................................................................................80 参考文献..............................................................................................................................81第 1 章 绪论 1