保健品營(yíng)銷模式分析論文

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1、學(xué)士畢業(yè)專題論文保健食品營(yíng)銷模式的比較分析姓名：專業(yè)：研究方向：市場(chǎng)營(yíng)銷指導(dǎo)教師：論文形式：專題研究經(jīng)濟(jì)管理學(xué)院2012年6月5日I摘要保健食品系指表明具有特定保健功能的食品,保健食品行業(yè)又稱為“健康產(chǎn)業(yè)”和“永遠(yuǎn)的朝陽(yáng)產(chǎn)業(yè)”。近年來(lái)全球保健食品行業(yè)增長(zhǎng)迅速,中國(guó)保健食品產(chǎn)業(yè)從1986年振華851口服液?jiǎn)柺酪詠?lái),大起大落。具有諷刺意義的是:現(xiàn)在最需要“保健”的就是保健食品產(chǎn)業(yè)本身,整個(gè)保健食品行業(yè)呈現(xiàn)“健康產(chǎn)業(yè)不健康”的態(tài)勢(shì),主要表現(xiàn)在以下三方面:(一)我國(guó)保健食品市場(chǎng)份額和保健大國(guó)地位的失調(diào);(二)國(guó)外品牌的咄咄逼人和本土品牌的步步為營(yíng);(三)保健食品營(yíng)銷綜合癥:

2、營(yíng)銷理念落后;營(yíng)銷戰(zhàn)術(shù)化、非理性化;戰(zhàn)略空洞化、執(zhí)行缺乏癥。微觀層面的保健食品企業(yè)在內(nèi)有“行業(yè)信用危機(jī)”外有洋品牌大舉進(jìn)攻的雙重壓力下,如何規(guī)劃完善的營(yíng)銷戰(zhàn)略在市場(chǎng)競(jìng)爭(zhēng)中取得持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì),是保健食品企業(yè)必須要跨越的“一道坎”。進(jìn)行中外兩個(gè)保健食品品牌的營(yíng)銷戰(zhàn)略比較研究,總結(jié)了腦白金在引入、成長(zhǎng)和成熟三階段的不同營(yíng)銷戰(zhàn)略和安利紐崔萊的營(yíng)銷戰(zhàn)略,并歸納總結(jié)了這兩種營(yíng)銷戰(zhàn)略模式。從宏觀、微觀兩個(gè)角度對(duì)我國(guó)保健食品行業(yè)中存在的問(wèn)題進(jìn)行了深入分析，指出我國(guó)保健食品行業(yè)存在著相關(guān)行業(yè)標(biāo)準(zhǔn)和政策法規(guī)滯后、監(jiān)管力度不足等宏觀層面的問(wèn)題，以及產(chǎn)品低水平重復(fù)現(xiàn)象嚴(yán)重、假冒偽劣保健食品泛

3、濫、廣告欺詐現(xiàn)象嚴(yán)重等微觀層面的問(wèn)題。必須采取強(qiáng)有力的措施予以解決，以促使我國(guó)保健食品市場(chǎng)健康、有序地發(fā)展。關(guān)鍵詞：保健食品營(yíng)銷戰(zhàn)略企業(yè)管理市場(chǎng)營(yíng)銷IAbstractHealth-foodisakindoffoodwhichcandosomegoodtohumanbody,andhealth-foodindustryisnamed"healthindustry",whichhasdevelopedrapidlyworld-wideinrecentyears.Chinesehealth-foodindustryhasstaggeredalonesince1986.Ir

4、onically,"healthindustry"isnowinanunhealthycondition,mainlyincluding:(1)unbalancebetweenitsmarketshareinglobalmarketanditsfive-thousand-yearhistory;(2)aggressionofforeignbrandsinchinaanddefenseofdomesticbrands;(3)Health?care?products?marketing?syndrome:?marketing?idea?behind;?irrationa

5、l?marketing?tactics,?strategy?implementation;?empty,?deficiency.?The?micro?level?of?health?care?products?companies?have??the?dual?pressure?of??"credit?crisis"?and?foreign?brands?of?large-scale?offensive,?how?to?plan?the?perfect?marketing?strategy?to?gain?sustainable?competitive?advanta

6、ge?in?the?market?competition,?is?a?line?of?health?care?products?companies?must?go?beyond?the??obstacle.AcomparativestudyofChineseandforeigntwohealthcareproductsbrandmarketingstrategy,summarizesthemelatoninintheintroduction,growthandmaturitystagethreedifferentmarketingstrategiesandAmway

7、products,promotionandchannelstrategy,andsummarizesthetwokindsofmarketingstrategyofthesimilaritiesanddifferencesbetweenmodelsKeywords:TotalhealthexpenditureComparisonFundinglevelStructureI目錄摘要．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．ⅠAbstract．．．．．．．．．．．．．．．．．．．．．