我国保健食品市场营销策略研究
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摘要
保健食品产业是21世纪代表人类社会经济发展方向的朝阳产业之一。随着人民生活水平的不断提高和保健意识的加强,我国的保健食品行业同样有着极为广阔的发展空间。
保健食品行业的高利润吸引着越来越多的企业加入这个行业,使得保健食品行业的市场竞争变得异常激烈。同时保健食品行业的市场营销也存在很多问题:如缺乏现代营销观念、不重视产品的服务、不负责任的商业广告误导消费者。因此规范保健食品企业的管理,改进保健食品营销是我国保健品行业必须解决的问题。
全文运用了文献分析、社会调查、企业调查等方法,对保健食品常用的营销模式以及模式创新进行了一定的探讨。
本文主要进行了如下方面的研究:
1.阐述了保健食品的概念、特点、功能和类别等相关的基本理论。对我国保健食品行业从兴起、高速发展、停滞、到再次起飞的发展历程进行了介绍,同时指出了我国保健食品行业的巨大发展潜力和存在的不足。
2.研究了我国保健食品营销的现状和重点所在,并指出了我国保健食品营销当中的问题。
3.研究了国保健食品营销的环境,指出影响市场环境的主要因素有:人口因素、消费者收入水平、保健食品的消费文化、国家政策等等;同时对消费动机、消费群体、消费心理进行了分析;对保健食品的发展前景进行了展望。这对于企业进行以消费者为中心的营销模式创新具有重要的意义。
4.本文提出了解决我国保健食品市场所面临问题的方法:改进市场策略、制定新的营销策略、改进传统的销售渠道、运用新的销售策略。对古汉养生精的营销策略进行了分析,运用相关的营销理论,提出了改进的建议。力求理论联系实际,有效地将理论运用到保健食品的营销当中。
本文提供的保健食品营销的思路和方法,以及采用的调查和分析方法对于目前保健食品行业营销具有一定的参考价值。
The health food industry was one of the sunrise industries in 21st century which represents the economy development direction, with the people's living standards improved and the awareness of health increased, China's health food industry also has a brightly future.
Health food's high profits attracted more and more enterprises to join in. The health food industry has become fiercely competed in the market, health food's marketing also has many problems,such as lack of modern marketing concepts, ignorant of sevice, irresponsible commercial advertising mislead the consumer, so regulated the management of health food, health food marketing to improve health care products industry in our country must be addressed.
This article used a variety of methods in the research, such as literature analysis, social surveys, enterprise surveys and other methods, common marketing model innovation mode of health food was studied.
This paper carried out the research as follows:
1 .Described the basic theory of health food, including concept, features, functions and types.and introducd the develop stage of health food in our country:rising, rapid development, stagnation, took off again. At the same time, This article analysed the tremendous development potential and shortcomings in our country's health food industry.
2.Studied the status and the focus of health food marketing in our country, pointed out the problem in China's health food marketing.
3.Studied the marketing environment of health food in China, the main factors affected market was that demographic factors, the income level of consumer, consumer culture on health food products, national policies and so on. At the same time, consumer motivation, consumer groups, consumer psychology was analysed, the development of health food products was imaged. It was important to consumer-centric marketing model innovation.
4.In this paper, It provided some way to solve the problems faced by market, improving marketing strategies, developing new marketing strategies to improve the traditional sales channels, using new marketing strategies. Guhan's marketing strategy was analyzed, used marketing-related theories, and put forward suggestions for improvement. This article seeked to integrate theory with practice, efficiently use theory to marketing.
The methods and idea, including the way of survey and analyse was important for marketing in health food.
保健食品行业的高利润吸引着越来越多的企业加入这个行业,使得保健食品行业的市场竞争变得异常激烈。同时保健食品行业的市场营销也存在很多问题:如缺乏现代营销观念、不重视产品的服务、不负责任的商业广告误导消费者。因此规范保健食品企业的管理,改进保健食品营销是我国保健品行业必须解决的问题。
全文运用了文献分析、社会调查、企业调查等方法,对保健食品常用的营销模式以及模式创新进行了一定的探讨。
本文主要进行了如下方面的研究:
1.阐述了保健食品的概念、特点、功能和类别等相关的基本理论。对我国保健食品行业从兴起、高速发展、停滞、到再次起飞的发展历程进行了介绍,同时指出了我国保健食品行业的巨大发展潜力和存在的不足。
2.研究了我国保健食品营销的现状和重点所在,并指出了我国保健食品营销当中的问题。
3.研究了国保健食品营销的环境,指出影响市场环境的主要因素有:人口因素、消费者收入水平、保健食品的消费文化、国家政策等等;同时对消费动机、消费群体、消费心理进行了分析;对保健食品的发展前景进行了展望。这对于企业进行以消费者为中心的营销模式创新具有重要的意义。
4.本文提出了解决我国保健食品市场所面临问题的方法:改进市场策略、制定新的营销策略、改进传统的销售渠道、运用新的销售策略。对古汉养生精的营销策略进行了分析,运用相关的营销理论,提出了改进的建议。力求理论联系实际,有效地将理论运用到保健食品的营销当中。
本文提供的保健食品营销的思路和方法,以及采用的调查和分析方法对于目前保健食品行业营销具有一定的参考价值。
The health food industry was one of the sunrise industries in 21st century which represents the economy development direction, with the people's living standards improved and the awareness of health increased, China's health food industry also has a brightly future.
Health food's high profits attracted more and more enterprises to join in. The health food industry has become fiercely competed in the market, health food's marketing also has many problems,such as lack of modern marketing concepts, ignorant of sevice, irresponsible commercial advertising mislead the consumer, so regulated the management of health food, health food marketing to improve health care products industry in our country must be addressed.
This article used a variety of methods in the research, such as literature analysis, social surveys, enterprise surveys and other methods, common marketing model innovation mode of health food was studied.
This paper carried out the research as follows:
1 .Described the basic theory of health food, including concept, features, functions and types.and introducd the develop stage of health food in our country:rising, rapid development, stagnation, took off again. At the same time, This article analysed the tremendous development potential and shortcomings in our country's health food industry.
2.Studied the status and the focus of health food marketing in our country, pointed out the problem in China's health food marketing.
3.Studied the marketing environment of health food in China, the main factors affected market was that demographic factors, the income level of consumer, consumer culture on health food products, national policies and so on. At the same time, consumer motivation, consumer groups, consumer psychology was analysed, the development of health food products was imaged. It was important to consumer-centric marketing model innovation.
4.In this paper, It provided some way to solve the problems faced by market, improving marketing strategies, developing new marketing strategies to improve the traditional sales channels, using new marketing strategies. Guhan's marketing strategy was analyzed, used marketing-related theories, and put forward suggestions for improvement. This article seeked to integrate theory with practice, efficiently use theory to marketing.
The methods and idea, including the way of survey and analyse was important for marketing in health food.
引文
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3 郑建仙.功能性食品[M].北京:中国轻工业出版社,2007:8.
4 夸克市场研究公司.中国保健品市场研究报告[R].2006:35-37.
5 王丽平,林淑英.我国保健食品行业的发展历程与展望[J].现代食品与药品杂志.2006,16(1):1-2.
6 平川.中西保健品市场异同[J].国际广告.2002,(10),7:17-19.
7 于斐.直销:保健食品的下一救世主[J].当代经理人,2005,(12)4:17.
8 旷强.直销,明天的早餐在哪里[J].经贸世界,2005,(7)16:9-12.
9 袁睿适,陶俊杰.革传统渠道的命[J].互联网周刊,2005,(9)5:78.
10 田惠光,张兵.保健食品实用指南[M].北京:化学工业出版社,2002:55-56.
11 郑星季.安利传奇:全球最成功直销公司的成长之路[M].黑龙江人民出版社,2004:12.
12 张卫星.直销安利[M].北京:中国民航出版社,2004:98.
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15 周俭.保健食品设计原理及应用[M].北京:中国轻工业出版社.2001:152.
16 吴澎,王明林.我国保健食品发展概况及存在的问题[J].中国食物与营养.2005,2(44):39-40.
17 朱玉童、王美虎、李焕明等.新产品如何上市营销[J].销售与市场.1999,(9)5:15.
18 侯胜田.保健品营销管理[M].北京:清华大学出版社.2003:45-49.
19 张继明.破解椰岛鹿龟酒的行销策略[J].中国商人,2002,(3)4:35-36.
20 田宜海.浅谈保健酒的产品开发和市场推广[J].糖酒快讯,2003,(2):16.
21 郑言.脑白金的绝唱[J].国际广告.2002,(10)8:30-34.
22 公捷.中国保健食品遭遇行业瓶颈[J].知识经济.2005,8:20-60.
23 曼鹿.中国保健食品市场2005年综述及2006年预测[J].医疗世界.2006,(5) 1:15.
24 张敏,孙利华 我国保健品营销的短视行为分析[J].中国药房.2005,(16),13:972-975.
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