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Swisse医疗保健品市场营销的应用 Swisse's Application on Healthcare Products Marketing

时间:2017-09-13 13:13来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
本报告的目的是分析的精华用于营销其产品营销组合原理和寻找进一步发展的方向。报告说明Swisse通过成功的营销组合要素的应用:研究产品,人和组织文化,促进领导与企业社会责任营销以及全球化交流。针对食品安全条例和全球市场管理提出建议。
近年来,随着人们对人体健康的研究和购买能力的提高,人们开始越来越关注生活质量和健康的生活习惯。越来越多的人开始关注身体保养品和保健品,为保健品市场带来商机。
Swisse是澳大利亚健康和保健公司生产的维生素补充剂和其他个人护理产品,目前在包括澳大利亚、新西兰、英国30个国家,美国和香港等公司成立于1969,公司一直致力于它的理念:健康、幸福
 
Executive Summary 执行摘要
 
The purpose of this report was to analyse the marketing mix principles used by the Swisse to marketing its products and find directions for further development. The report illustrates how Swisse succeed through application of marketing mix elements: well-researched products, people and organisation culture, promotion through leadership and CSR marketing as well as the globalisation exchange. Recommendations are made on focusing on food safety regulations and global market management.
 
Introduction 简介
 
With the advancement of researches on the health of human body as well as the increasing ability to buy, people starts to focus more on life quality and healthy living habits these years. Increasingly people began to pay more attention and money to body maintenance and health products, which brings business opportunities for the health care products market.
 
Swisse is an Australian health and wellness company that manufactures vitamin, supplements and other personal care products that are currently available in about 30 countries including Australia, New Zealand, United King, the United States and Hong Kong, etc. Founded in 1969, the company has been committed to its philosophy: health, happiness (H&H) with a belief that the focus on people, passion and principles will naturally bring profit in. It conveys its philosophy to the public by introducing ambassadors who are sports stars or celebrities conducting a healthy life cycle.
 
For about 50 years, Swisse has been investing in independent scientific researches on the development and innovations of scientifically-supported healthy products. It started building up since establishment partnerships with universities, laboratories and other top academic institutions as well as its own scientific advisory panel consisted of a group of academics, scientists and clinicians. The company also focus on corporate social responsibility by using natural ingredients, offsetting carbon emissions, investing in charities and advocating sustainability.(责任编辑:BUG)


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