随着欧亿·体育（中国）有限公司的不断发展壮大，所带来的问题也有很多，营养品市场的无序经营以
及不规范管理使得人们对于营养品企业的信任还有待提高。

嘉康利（中国）日用品有限公司随着规模的不断扩大以及消费者的消费需
求更加的多元化，公司的发展面临着很多的问题，如品牌知名度不高、产品结
构不够优化、消费者的不认可、盈利能力低下、销售渠道难以扩张等，这些问
题的限制了公司的进一步发展。

本文希望通过对嘉康利(中国)日用品有限公司营养食品的市场营销进行分
析为基础，来选择适合嘉康利公司营养食品的营销策略，并运用 STP 对其营销
策略进行相应的分析，进而确定其营养食品的细分市场、产品定位、市场定位、
市场选择等目标，继而探讨嘉康利（中国）日用品有限公司营养食品的营销策
略组合，提出适应公司发展的产品营销策略、定价机制、促销策略，并完善其
营销保障体系。为嘉康利（中国）日用品有限公司提升核心竞争力、实现更好
的发展提供了一些参考。

本文的研究结论有：嘉康利（中国）日用品有限公司营养食品营销存在的
问题有：品牌知名度和消费者认可度不高、产品结构不够优化、销售渠道扩张
缓慢导致盈利能力不高，分析其原因主要有促销策略有待提高，产品缺乏多样
性，主打产品和营销渠道模式单一；本文对嘉康利（中国）日用品有限公司营
养食品营销的环境进行分析，使用 STP 策略对嘉康利（中国）日用品有限公司
营养食品营销进行策略选择，最后提出嘉康利（中国）日用品有限公司营养食
品营销组合策略及保障措施。营销组合策略包括：基于顾客需求的产品策略，
基于顾客成本的价格策略，基于顾客便利的渠道策略和基于顾客沟通的促销策略。

保障措施包括完善营销的组织架构、强化营销职能、产品质量保障、营销
制度保障、经销商管理保障和其它方面的营销支持。

关键词：
营销策略组合；市场营销分析；营养食品

III
Abstract
Study on the Marketing Strategy of Nutritional Food in
Shaklee (China) Co., Ltd.
In recent years, the country for health industry investment grows increasingly,
and the related policies and systems are being improved as well to ensure the healthy
development of the health industry, continuous, orderly, scale. With the continuous
development of the industry growth, there are also many problems, disordered
management of nutrition market and non-standardized management make the
confidence of nutrition business remains to be improved.
With the continuous expansion of the scale and the diversity of consumers’ need,
the development of Shaklee (China) Co., Ltd. is facing a lot of problems, such as
brand awareness is not high, the product structure is not optimized, the consumer
does not endorse, the product is not high-profitable, sales channels are hard to expand,
these problems limit the further development of the Shaklee company.
This paper aims to selecting suitable marketing strategy for Shaklee (China) Co.,
Ltd. on the basis of analyzing its marketing. Using STP for the corresponding
analysis, and determines the company's market segments, product positioning, market
positioning, target market selection. Discuss its marketing strategies combination, and
propose the company’s product marketing strategy, pricing, marketing strategy,
promotional strategies, and get improvement of the marketing strategy
implementation. What provides some references for Shaklee promoting its core
competitiveness and better development.
The conclusions of this study are: There are some issues in Shaklee (China) Co.,
Ltd. marketing, such as brand awareness, consumer acceptance is not high, the
product structure is not optimized, slow expansion of sales channel leads to low
profitability. The main reason include that the promotion strategy needs to be
improved, lack of product diversity and the single channel mode. Therefore, this
paper makes environmental analysis for Shaklee nutritional food marketing. Also, it
makes strategy selection of Shaklee (China) Co., Ltd nutritional food marketing byuse
of STP. At last, it provides marketing strategies combination of Shaklee
nutritional food, including product strategy based on customer demand, price strategy
based on customer cost, channel strategy based on customer convenience and
promotion strategy based on customer communication. The marketing strategy
implementation and guarantee include improving the marketing organization structure,
strengthening marketing functions, product quality assurance, marketing system,
distributor management system and other aspects of marketing support.
Keywords:
marketing strategies combination; marketing analysis; nutrition food