I
摘 要
受经济全球化、消费者生活方式变化的影响，保健食品产业竞争越来越激烈。经历
连年高速增长之后，由于竞争加剧、中小企业快速追赶，I 公司面临需要对公司的营销
策略进行检讨和改进，以适应时代变化、保持快速增长、提升企业的产业地位并缩小与
标杆企业的差距。

基于上述情况，笔者试图运用在 MBA 课堂学到的相关市场营销理论知识结合具体
的工作实践，为 I 公司的营销策略提出建议。运用 PEST 分析方法分析健康食品产业和
直销行业的宏观环境，运用波特五力模型分析企业所处竞争环境和竞争对手，运用 4Ps
营销理论分析公司现状及存在问题，结合 SWOT 分析方法制定出企业的营销战略选择；
在对目标消费者需求调研基础上，运用 STP 理论进行市场定位；最后根据调研的结果制
定出公司的 4Ps 营销策略组合建议。

分析发现，I 公司在营销策略中存在如下不适应性：产品策略与企业战略目标不相
匹配，产品结构不完善；价格策略以单一的成本定价模式为主而无法形成强有力的竞争
态势；渠道策略仅采用传统的直销渠道模式，没能很好借助信息技术发展来推动业务快
速发展；促销策略中，与消费者的沟通方式不能适应时代变化，未能与消费者形成更好
的沟通方式。

本文通过运用相关营销理论，在对宏观环境、行业环境、竞争环境、公司内部环境、
消费需求等分析的基础上，为 I 公司提出适应时代变化的市场营销策略组合建议：完善
及调整产品结构来更好地为顾客创造价值；采取多元化的定价模式来提升竞争力；借助
信息技术的发展有效提升 e 化直销的效率；调整与消费者的沟通方式以更好地实现促销
策略。最后，对营销策略组合调整提出实施保障的建议，以期实现公司的持续快速发展。

关键词：营销策略；直销；保健食品Abstract
Competition of the health food industry has become more and more server as being
influenced by the trend of economic globalization and the consumer’s ever-changing lifestyle.
After years of speedy sales increase, when facing the situation of server competition & being
chased by the small and medium-sized enterprises, I Company has to review and improve its
marketing strategy in order to maintain a speedy increasing pace and rank higher in the
industry to shorten the distance with the benchmark enterprises.
As mentioned above, the writer attempts to give suggestions on the marketing strategy of
I Company based on knowledge & theories learned from the MBA course as well as his work
experience. The writer is to analyze the macro environment of health food industry & direct
selling industry by PEST, the competition environment I Company is located and its
competitors by Porter Five Forces Analysis, the current profile and existing problems of I
Company by 4Ps to cook the marketing strategy for I Company with the SWOT analysis.
With regards to the consumer needs research, STP theory is applied for market positioning
and the suggestions on 4Ps portfolio for I Company will be developed according to the result
of consumer needs research.
Based on the analysis, there are conflicts existing in the marketing strategy of I Company
as following, product strategy does not follow the corporate strategy target & product
structure is incomplete; pricing strategy is incompatible as price is simply based on the cost;
sales channel heavily rely on the traditional direct selling model, not utilizing the information
technology to accelerate the development of business; promotion strategy is not adaptive to
the development of changes as to better communicate with the consumer.
This article is trying to give suggestions to the marketing strategy portfolio to I Company
based on related marketing theory & analysis provided on the macro-environment, industry
environment, competition conditions, internal situations of I Company, consumer needs, etc.
Suggestions are, to create more values for customers to complete product portfolio; to raise
competitiveness by multi-pricing models; to improve efficiency of direct selling channels by
digitalization; to better understand consumer & adjust the way of promotion and communicate
with the consumer. To summarize, it is to raise a thorough protective suggestions to the
marketing strategy to ensure a sustainable, steady and speedy development of the company.
Key words：Marketing Strategy；Direct Selling；Health Food