毕业论文 保健品企业品牌营销策略研究.docVIP

黑龙江东方学院 本 科 生 毕 业 论 文 保健品企业的品牌营销策略研究 学生姓名 学 号 专 业 班 级 指导教师 学 部 管理学部 答辩日期 20年05月22日 国美电器资本运营效率问题研究 摘 要 保健品产业是21世纪的人类社会经济发展的朝阳产业之一，目前正在全球范围内迅速发展起来，随着我国市场经济的快速发展和人民生活水平的提高，人们也越来越对保健品产生浓厚的兴趣。我国的保健品行业存在着广阔的发展场景。目前国内的保健品市场竞争日益激烈，各种营销手段层出不穷，品牌营销已作为一个重要的企业走向市场的方法。已经越来越为广大企业所认同，并被广泛应用。 首先，本文对国内外保健品营销管理的相关理论进行综述，其次。阐述保健品的概念，功能、特点及分类及保健品市场发展的现状和未来的发展趋势。再次，研究我国保健品行业的品牌营销策略和解决问题的策略。最后，通过对脑白金企业的品牌营销策略的分析最终促进我国保健品市场的健康稳步发展。 关键词：保健品；品牌营销；4P理论 Research On The problems of Efficiency of capital operations in Gome Abstract Capital is a measure of operating efficiency of enterprises rise and fall of the important indicators of survival, todays household electrical appliance chain Gome as the leader in the retail business, its capital efficiency is not only about the merits of its own development, but also on other operating capital of a retail business Set an example and reference. Therefore, the choice of Gomes operating efficiency as the capital study, the appliance chain Gome and the whole retail industry operating efficiency of the capital have a strong practical significance. In order to find out Gome capital operation in the crux of the problem and propose targeted against crux of the solution, improve the efficiency of its capital operation, the first combination of operating efficiency of capital theory, from a qualitative point of view of its impact on capital efficiency factor : Capital structure is irrational, backward concept of capital operation, the way a single operation, lack of capital operational control strategy, capital operation talent missing, the rate of expansion capital too fast and then, through the establishment of capital efficiency evaluation index system, from a quantitative point of view of Impact of its capital for the operating efficiency of factors: profitability is weak, poor solvency, viability and strategic control of the weaker end, the above analysis, Gome capital to increase o