中国保健品营销之路的思考.docx

《中国保健品营销之路的思考.docx》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、中国保健品营销之路的思考中国保健品之路的思考中国保健品之路的思考摘要：在中国保健品的史上，曾出两次高潮，第一波是太阳神口服液的冲，第二波是三株口服液的崛起，而众所期待的第三波却久久没有出。笔者此行了思考。首先笔者从者自身出，保健品做不成，做不大，者要在自己身上找。接着提出要从信和两个面，事求是，具体具体分析。不唯上，不唯。从略制定到伍建，到渠道建，到广告策略，到金的运，到端的建⋯⋯，每一个都要求事求是，不可自欺欺人。而后笔者从略、伍、通路、广告策略四个于保健品之路行了探。略。笔者提出要信地做好板市，全面复制的点。伍。笔者提出“有什么的人，决定能干成多大的事。没有嫡系部，光靠空降兵的素，在

2、保健品中，基本上是异想天开。我必事求是地看待个，否是要吃大的。”的点。通路（商）。笔者提出了要用信、的企文化同化商的点。广告和策略上。笔者保健品在面的核心是信任1/4题，而广告策略的核心就是针对这个问题，以诚信和务实的精神，做好全面细致的思想工作，并对务实的涵义进一步进行了阐述。最后，笔者画龙点睛“路——诚信之路，务实之路，我认为这是目前中国保健品营销的必由之路。关键词:保健品营销诚信务实Atract:InthehistoryofhealthprotectionproductsmarketinginChina,iteveraearedtwotides.Thefirstwavewasthe

3、impactoftheApolloOralLiquid;thesecondonewasthegrowingupofSanzhuOralLiquid.Howeverthepeopleexpectedthirdwaveha’taearedforalongtime.Thewritertakesponderingonit.Firstlyfromtheoperatoritself,thewriterthinksthatwhyisthehealthprotectionproductsbusinenotsuccefulornotinmamarketing?Theoperatorsshouldseekt

4、hereasonfromthemselves.Insucceion,thewriterraisesthatfromtwolevelsofgoodfaithandpracticabilityandinthepracticalandrealisticmaertoconcretelyanalyzetheiue,notworshipingboththeauthorityandthetheory.Fromstrategycotitutingtotheteamcotruction,chaelcotruction,advertisementtactic,capitaloperatingandthete

5、rminationcotructionandsoon.Toeveryringjointweallneedpracticalandrealisticmaeranditeadofself-deceiving.Coequently,thewriteraroachesthemarketingmethodofthehealthprotectionproductsfromthefourringjointsofstrategy,marketingteam,distributionandadvertisementtactic.Onstrategy,thewriterraisestheviewpoints

6、thatinthemaerofgoodfaithandpracticabilitytodobetterthesamplemarketandtotallytoreplicateit.2/4Onmarketingteam,thewriterhastheideathatwhatkindofpeopledoeswhatkindofbusine.Inthehealthprotectionproductsmarketing,itisimpoiblethatwithoutauthenticprofeionalmarketingteam,onlydependingonurofeionalvendors.

7、Sowemustbeinpracticalandrealisticmaertoconcerntheiue,otherwisewemaymeetWaterloo.Ondistribut12下一页中国保健品营销之路的思考第2页ion(operator),thewriterstickstothestandpointthatusinggoodfaithandpracticabilityenterpriseculturetoaimilatet