大健康產業中初創品牌的複合型行銷戰略探索 ─以合慶火龍果公司酉神產品為例

Abstract

2000年以來，我國大健康行業取得了迅速發展，尤其是新冠肺炎疫情以來，人們對於健康的關注程度與日劇增，健康產品消費獲得飛速增長。行業發展呈現客觀利潤空間，眾多企業進入大健康產業，生產、銷售健康相關產品以及服務。目前，大健康產業產品良多，但是品質參差不齊，企業規模很小，無法突破技術壁壘，行銷策略落後，處於粗放發展階段，甚至造成了消費者的行業信任危機，尤其面對國外同行競爭，明顯缺乏優質產品與有效的行銷策略。本文選取合慶火龍果醒酒酵素酉神作為研究物件，系統的對於酉神產品狀況以及複合型行銷戰略進行了介紹、分析以及探索，為以後的行銷策略優化提供依據，也為國產大健康品牌的發展與行銷提供借鑒。 首先，明確了酉神產品的基本狀況，酉神依託于合慶火龍果產業股份有限公司，是一二三產融合發展的新農業的深加工產品，具有明顯的產品優勢與技術壁壘。 其次，圍繞酉神實際行銷動作，系統地梳理了其多元複合型行銷戰略，並結合SWOT分析等方法，客觀地進行整體評估。 最後，圍繞針對酉神產品效益最大化目標，從企業市場行銷的實際情況出發，綜合分析探尋酉神行銷策略的優化。

Since 2000, China's mass health industry has made rapid development, especially since the COVID-19 epidemic, people's attention to health has increased rapidly, and the consumption of health products has further developed. Driven by huge industrial profits, more and more enterprises have joined the health industry to produce and sell health-related products and services. At present, there are many products in the great health industry, but the quality is uneven. The scale of the enterprise is very small, and it can not break through the technical barriers. The marketing strategy is backward, and it is at the primary stage of development. It even causes a crisis of consumer trust in the industry. Especially in the face of competition from foreign peers, it is obviously lack of high-quality products and effective marketing strategies. This paper selects Youshen, a sobering enzyme of Heqing dragon fruit, as the research object, analyzes and explores the its marketing strategy, which provides the basis for the optimization of marketing strategies in the future and also provides reference for the marketing strategies of domestic health brands. First, it introduces the basic situation of Youshen. Relying on Heqing Dragon Fruit Industry Co., Ltd., Youshen is a new agricultural deep-processing product with integrated development of primary, secondary and tertiary industries, with obvious product advantages and technical barriers. Secondly, focusing on the actual marketing actions of Youshen, it systematically combs its compound marketing strategy and objectively evaluates it by combining SWOT analysis and other methods. Finally, focusing on the goal of maximizing the benefits of Youshen, starting from the actual situation of enterprise marketing, the optimization of Youshen marketing strategy is comprehensively analyzed.