本篇论文以保健醋市场的兴起和行业的发展为背景，以市场营销的相关理论作为
基础，通过查阅资料、实地调研、案例分析、归纳总结等方法对 JJL 公司维他醋产品
的营销情况进行了深入分析
首先论文对公司营销的内外部环境进行了分析，并对公司维他醋的营销策略现状
进行深入分析，找出其中存在的问题。在此基础上，运用 SWOT 分析法，提出公司
将进一步对市场细分，进行新产品研发；开发洛阳本地市场，拓宽营销渠道；加强营
销队伍建设。其次，根据 STP 营销理论，对公司维他醋产品进行市场细分，选择目
标市场，进行市场定位，最终确定公司维他醋产品的消费群体为我国西北、东北地区
的中高收入的老年人群体。然后，运用传统的4Ps 营销理论从产品、价格、渠道、促
销四个方面对公司维他醋营销策略进行改进。其中，重点是进行新产品研发、维他醋
产品外包装改进、产品更名，构建和完善公司网络营销渠道，通过政府的扶贫帮困政
策搞好与政府之间的公共关系，做好网络促销尤其是微信促销。最后分别从公司营销
组织、营销人员薪酬奖惩机制、企业文化培养、构建客户服务体系四个方面制定出维
他醋营销策略实施的保障措施。本文试图通过 JJL 公司营销个案的研究，为处在市场
激烈竞争中的同类企业提供营销策略方面的理论指导和实践范例，以推动保健醋行业
的良性竞争和发展
文章不足之处在于因为商业机密的原因，所收集到的公司内部资料不够全面，对
保健醋行业内的动态把握不及时，以至于缺乏跟同行业内其他企业保健醋产品的全
面、详细的比较。同时，制定的营销策略实施的保障措施方案不够细化、具体。在下
一步的研究中，笔者将加深与 JJL 公司之间的走访与互动联系，继续关注保健醋行业
发展的新动态，及时将行业内其他企业在营销方面的经验运用到 JJL 公司的营销活动
中，为公司增加经济效益，提升产品的竞争力，树立起良好的品牌形象！
关键词：维他醋，营销策略，STP 营销ABSTRACT
III
ABSTRACT
In the 90s of last century, health vinegar became popular in the market of our country.
Luoyang JJL vinegar Co. Ltd who is the object of this paper seize the opportunity at this
time, using national patent technology to bring JJL Vitamin Vinegar to the market in 1996,
because of its excellent taste and rich in nutrients, it was popular among consumers.
However, sales of JJL vitamin vinegar began to decline after peaking in 2004, and with
other problems in marketing links and the influence of consumer confidence crisis in
health care products industry, the company is facing a hitherto unknown challenge. How to
solve those problems, promote the company&39;s economic efficiency, achieve profits growth,
enhance the market competitiveness of products, it has practical value for JJL company to
design and improve the company&39;s marketing activities.
This paper has employed the emergence and development of health vinegar industry as the
background, taken its roots in marketing theories and deeply analyzed the marketing
actions of JJL Company for Vitamin Vinegar products by methods of document reviewing,
on-site investigation, case study, summarizing and conclusion, etc.
Firstly, the internal and external environment of the company&39;s marketing were analyzed,
then the company&39;s marketing strategy of the status of vinegar was deeply analyzed, to find
out the problems. On the basis of previous work, SWOT analysis method was applied, the
author points out that the company will further market segmentation, carry out new product
research and development, develop the Luoyang local market and broaden the marketing
channels, strengthen the construction of marketing team. Secondly, in accordance with STP
marketing theory, the market of Vitamin Vinegar was segmented into smaller ones and the
target markets were chosen for the company to find an accurate position, finally we
confirmed the middle and high income elderly people in the northwest and northeast of
china as the company&39;s consumption groups. Then using the traditional 4Ps marketing
theory, the marketing strategy for Vitamin Vinegar was improved in aspects of product,
price, channel and promotion. Among them, the emphasis is focused on new products
research and development , improvement of external product packaging, rename of product,
build and improve the company&39;s network marketing channels, do well the public relations
with the government through the government&39;s poverty alleviation policy, do network
promotion especially WeChat promotion. At last, guarantee measures were worked out to西安电子科技大学硕士学位论文
IV
ensure the implementation of the marketing strategy of Vitamin Vinegar in four aspects,
they are company marketing organization, salary reward and punishment mechanism of
marketing personnel, cultivation of enterprise culture and construction of customer service
system. Through study of marketing case of JJL Company, this paper aims to provide
theoretical guidance and practical paradigm in terms of marketing strategy for the same
companies engaged in fierce competition, so as to promote the healthy competition and
development of the health vinegar industry.
The shortage of this paper is that the internal data collected is not comprehensive enough
for trade secrets, and because of the grasp of trends in health vinegar industry is not timely,
so the compare of health vinegar between other companies in the industry and JJL
company is not comprehensive and detailed. Meanwhile, the implementation of the
safeguards program of development of marketing strategy is not detailed and specfic
enough. In the next study, author will deepen the visit and interaction with JJL company,
continue to pay attention to the new trends of the development of health vinegar industry,
marketing experiences of other companies will be applied to JJL company&39;s marketing
activities, to increase economic benefits for the company and enhance the competitiveness
of products, then set up a good brand image!
Keywords: Vitamin-vinegar, Marketing Strategy, STP marketing theory插图索引
V
插图索引
图1.1论文研究路线图...8
图3.1 JJL 公司内部组织结构图...........21
图3.2 JJL 公司外部组织结构图...........22
图3.3 JJL 公司员工学历结构图...........23
图3.4 JJL 公司超浓缩维他醋...25
图3.5 JJL 公司维他醋口服液“孝行天下”...26
图3.6 JJL 公司 A 型维他醋......26
图3.7 JJL 公司 B2型维他醋....27
图3.8 JJL 公司 C4型维他醋....27
图4.1 JJL 公司洛阳本地销售渠道示意图.......47
图4.2 JJL 公司洛阳区域外销售渠道示意图...47
图4.3 JJL 公司维他醋网络销售渠道示意图...49
图5.1 JJL 公司营销组织框架流程图...54表格索引
VII
表格索引
表3.1 JJL 公司员工学历情况........
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