文档介绍：紫竹保健品营销渠道战略研究

摘要

随着人们生活水平的提高和保健意识的增强,作为非生活必须品的
保健品越来越受到人们的青睐。目前,市场上保健品的品种和生产经营
企业的数量日益增多,在激烈的市场竞争中如何站稳脚跟并求发展,已
成为保健品企业极其关心的事情。紫竹是一家在医药行业比较有名的公
司,进入国内保健品市场的时间不长,随着公司战略的调整,保健品将
成为公司的主要产品类别之一。该文从保健品市场环境研究出发,结合行
业竞争结构理论和关键成功要素理论,深入分析了保健品行业的特点和
现状,指出紫竹保健品关键成功要素是有竞争性营销渠道,据此,作者根
据保健品行业渠道现状和终端特点为紫竹设计营销渠道。
本文首先分析了保健品市场的基本情况,包括保健品的定义、保健
品市场的发展阶段以及未来保健品的发展趋势,本文特别用 PEST 分析方
法分析了保健品宏观环境;随后,介绍了紫竹公司的企业简况和发展历
史,通过 GE 矩阵模型探讨了各个产品类别的产品实力和市场吸引力,运
用 SWOT 模型分析紫竹保健品的内部优势和劣势及其外部的机会和威胁;
本文在第三章用行业关键成功要素理论指出合理有效的营销渠道是紫竹
保健品成功的关键所在,接着通过波特五因素模型对保健品行业的供应
者、购买者、替代品、潜在进入者以及行业现有企业这五种竞争力量的
分析,建议紫竹建立差异化聚集的营销渠道作为保健品的核心竞争力。
在为紫竹保健品设计营销渠道的之前,本文分析了营销渠道在保健品行
业中的应用情况,保健品零售终端的演变状况及主要竞争对手的渠道概
况,为紫竹营销渠道的设计提供借鉴。最后,本论文根据营销渠道的一
般设计步骤为紫竹保健品确立了助销和总经销结合的渠道模式。相对于
紫竹前渠道模式,这样的渠道能够有效覆盖一些空白区域市场、提高渠
道效率等优点,为紫竹保健品销量的提升打下良好的基础。
关键词: 保健品,战略,营销渠道,营销渠道设计
THE RESEARCH OF ZIZHU HEALTH CARE FOOD
MARKETING CHANNEL STRATEGY

ABSTRACT

As living standard and health care consciousness of Chinese people are
improved, health care food consumption is much more popular than before.
Currently, there are so many health care food products and producers in the
market, companies have to confront the problem of how to develop well in
petitive market. Zizhu is a pany in medicine industry but
a new entrant of health care food market. According to corporate strategy,
health care food will be one of its primary products. By using of Porter’s five
forces theory and key ess factor theory, this thesis educes that a
competitive marketing channel is the key factor. Hereby, the author designs
marketing channel for Zizhu health care food.
This thesis analyzes the basic circumstances of health care food market
in the first chart, which includes definition, develop history and develop trend
of health care food, this thesis specially analyzes health care food market
environment by using PEST theory. Then briefly introduces pany
and analyzes its product category by using GE ma