摘要目前的健康产业企业正面临空前的机遇和压力挑战，为了取得竞争优势和超级效益，所有企业都在竭尽所能。同时，全球化发展是一个不可阻挡的进程，国外的优质产品在未来还会源源不断地进入中国，参与竞争。制定恰当的产品策略，优化并丰富产品线，转型寻找有竞争力的经销商、改变合作模式等等，己经成为澳琳达公司进一步取得市场份额的重要步骤。本文以澳琳达健康食品公司为例，以该公司的营销现状，结合市场外部行业环境分析，探讨该公司的产品目前的营销瓶颈，从而提出该公司的产品转型及创新建议。关键词：食品公司；营销瓶颈；产品创新IAbsrtactAt present, enterprises in the health industry are facing unprecedented opportunities and pressure challenges. In order to gain competitive advantages and super benefits,all enterprises are doing their best. At the same time,the development of globalization is an irresistible process,and foreign high-quality products will continue to enter China and participate in competition in the future. Making appropriate product strategies,optimizing and enriching product lines,transforming to find competitive distributors,changing the mode of cooperation and so on,has become an important step for Australian Linda Company to further gain market share. This paper takes Orlanda Healthy Food Company as an example,takes its marketing status as an example,combines with the analysis of the external market environment, explores the current marketing bottlenecks of its products,and puts forward the company's product transformation and innovation proposals.Keywords: Food company; Marketing bottleneck; Product innovationII目录摘要........................................................................................................................IAbsrtact.................................................................................................................II1 绪论..................................................................................
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