宏兴公司妇婴保健品营销策略研究
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摘要
保健品产业是21世纪代表人类健康发展方向的朝阳产业,目前正在世界范围内高速发展。随着我国市场经济的高速发展和城乡居民消费水平的日益提高,大家对保健品的认知能力越来越强,需求也越来越大,保健品行业在未来将会有着极为广阔的发展空间。但是,因为保健品的高利润吸引了越来越多的企业加入这个行业,使得该行业的市场竞争变得异常激烈,随之所暴露出的营销管理方面的问题也日渐严重,如无有序的管理,部分企业以短期的利益为重,缺乏前瞻性和长期性,采取一些较为偏激的生产,销售,服务方式,可能会对整个保健品行业及其消费者带来不可估计的损害。因此,对我国保健品市场进行营销管理研究迫在眉睫。本文将通过对保健品行业整体市场现状分析,了解保健品市场环境变化和市场消费格局,讨论保健品行业生存出路。研究分析了妇婴保健品的生产商现状、市场现状、市场前景、市场风险、潜在竞争对手。指出妇婴保健品市场机会与潜在危机。同时,就妇婴消费市场的现状及走向也做了详细的介绍。从而为市场营销的制定和实施提供参考依据。并且,我们知道针对市场运作而言,市场分析和策略的制定是市场营销的灵魂,一些企业通过“炒作概念”、“制胜终端”、“渠道扩张”等等,对产品的启动产生了较大的推动作用。我们将通过分析这些成功的案例、成熟的推广模式从而对我们的制定和实施起到借鉴的作用。同时,通过分析合理应用公司的资源,制定富有竞争力的战略战术来竞争市场等简述希望对宏兴公司及同行小规模企业起到参考的作用。
In the 21st century health product industry is the sunrise industry which represents the human health orientation, and is growing very fast all over the world. With the rapid development of China's market economy and the big consumption level increasing of urban and rural residents, residents' cognitive ability for the health-care goods is getting stronger, the demand is also growing, in the future health care product industry will have a very broad space for development. However, because the high profits of health products have attracted more and more companies to join the industry, this makes the industry competition in the market become extremely intense, and also exposes many serious issues of market management. It's time to do research on the national health care product market. This article will make a whole market situation analysis on the health care products industry, understand health care product industry changes in the market environment and market consumption pattern, discuss the survival prospects for health care products industry. It studies the maternal and infant health care products in the fields like manufacturer status, market conditions, market prospects, market risk, potential competitors, and points out the market opportunities and potential crisis for maternal and infant health care products. In the meaning time, it introduces the children consuming market status in detail to provide reference to marketing plan and implementation. Moreover, we know that for the operation of the market, market analysis and strategy are the souls of marketing. Some companies take advantage of "speculation", "winning Terminal," "channel expansion," to promote the start of a product line. This article will analyze these successful cases and the mature promotion models to help us on marketing plan and implementation. At the same time, this article will give reference to Hongxing Company and other medium-to-small companies on how to develop a competitive strategy to face the challenging market。
In the 21st century health product industry is the sunrise industry which represents the human health orientation, and is growing very fast all over the world. With the rapid development of China's market economy and the big consumption level increasing of urban and rural residents, residents' cognitive ability for the health-care goods is getting stronger, the demand is also growing, in the future health care product industry will have a very broad space for development. However, because the high profits of health products have attracted more and more companies to join the industry, this makes the industry competition in the market become extremely intense, and also exposes many serious issues of market management. It's time to do research on the national health care product market. This article will make a whole market situation analysis on the health care products industry, understand health care product industry changes in the market environment and market consumption pattern, discuss the survival prospects for health care products industry. It studies the maternal and infant health care products in the fields like manufacturer status, market conditions, market prospects, market risk, potential competitors, and points out the market opportunities and potential crisis for maternal and infant health care products. In the meaning time, it introduces the children consuming market status in detail to provide reference to marketing plan and implementation. Moreover, we know that for the operation of the market, market analysis and strategy are the souls of marketing. Some companies take advantage of "speculation", "winning Terminal," "channel expansion," to promote the start of a product line. This article will analyze these successful cases and the mature promotion models to help us on marketing plan and implementation. At the same time, this article will give reference to Hongxing Company and other medium-to-small companies on how to develop a competitive strategy to face the challenging market。
引文
[1](美)艾·里斯,杰克·特劳特著,王恩冕,于少蔚译[M]定位:二十周年经典纪念版.北京:中国财政经济出版社,2002
[2](美)菲利普·科特勒(Philip Kotler)著,梅汝和等译[M]营销管理:新千年版,第十版.北京:中国人民大学出版社,2001
[3](美)费格著.王国新译[M]市场营销:攻心为上.上海:上海人民出版社,1998
[4](美)科特勒(Kotler)等著.俞利军译[M]市场营销导论.北京:华夏出版社,2001
[5]屈平.保健品发展综述.[J]杭州食品科技.2005(1):3-5
[6]明略市场策划咨询公司.保健品:有效才是硬道理[J]中国食品与市场.2005(12):28-29
[7]郝东波.透析困境中的—保健品行业[J]医药科技.2002(6):46
[8]阿里.保健食品市场里还有金子吗[J]市场嘹望.2005(5):44-46
[9]郭海英.保健品促销:各有各的精彩[J]中国医药.2004(2):43-45
[10]王玉斌.浅析医药保健品的概念营销[J]黑龙江对外经贸2006(8):72-73
[11]中国营销传播网 21金维他:两年,8000万到4个亿.htm
[12]中国证券报 我国保健品市场进入平缓期
[13]中国投资咨询网 2006-2007年中国保健品市场分析及投资咨询报告
[14]医药经济报 医药保健品:动荡过后能否走出严冬
[15]粤港信息日报 玩转细分市场——儿童保健品市场的黑马
[16]胡言 天然去雕饰,默默做服务——法国合生元的中国市场运作之道
[17]于斐 保健品市场淡季赢销之道
[18]左剑 另眼看国内饼干市场
[19]程烈 营销实战八步法之七:实现推广
[20]邓超明 小公司小经营,信息时代你又如何做大
[2](美)菲利普·科特勒(Philip Kotler)著,梅汝和等译[M]营销管理:新千年版,第十版.北京:中国人民大学出版社,2001
[3](美)费格著.王国新译[M]市场营销:攻心为上.上海:上海人民出版社,1998
[4](美)科特勒(Kotler)等著.俞利军译[M]市场营销导论.北京:华夏出版社,2001
[5]屈平.保健品发展综述.[J]杭州食品科技.2005(1):3-5
[6]明略市场策划咨询公司.保健品:有效才是硬道理[J]中国食品与市场.2005(12):28-29
[7]郝东波.透析困境中的—保健品行业[J]医药科技.2002(6):46
[8]阿里.保健食品市场里还有金子吗[J]市场嘹望.2005(5):44-46
[9]郭海英.保健品促销:各有各的精彩[J]中国医药.2004(2):43-45
[10]王玉斌.浅析医药保健品的概念营销[J]黑龙江对外经贸2006(8):72-73
[11]中国营销传播网 21金维他:两年,8000万到4个亿.htm
[12]中国证券报 我国保健品市场进入平缓期
[13]中国投资咨询网 2006-2007年中国保健品市场分析及投资咨询报告
[14]医药经济报 医药保健品:动荡过后能否走出严冬
[15]粤港信息日报 玩转细分市场——儿童保健品市场的黑马
[16]胡言 天然去雕饰,默默做服务——法国合生元的中国市场运作之道
[17]于斐 保健品市场淡季赢销之道
[18]左剑 另眼看国内饼干市场
[19]程烈 营销实战八步法之七:实现推广
[20]邓超明 小公司小经营,信息时代你又如何做大