健康品营销探索——品牌体验营销（exploration of healthy product marketing -- brand experience marketing）

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1、健康品营销探索——品牌体验营销（Explorationofhealthyproductmarketing--brandexperiencemarketing）Explorationofhealthyproductmarketing--brandexperiencemarketing-ShenHeshengThefatherofmodernmarketingPhilip?Dr.Kotlerpointedoutinthediscussionofmodernenterprisesgenerallyfacedifficulties:ourenterpris

2、esintheincreasinglyheatedcompetitionintheproduct,cannotfindasatisfactorymarketshareandsustainablegrowthofthemarkethasbecomethenumberoneproblem,numerousinternationalcompaniesarefacedwithshrinkingmarketsandtechnologyaccelerationtheembarrassment.Atpresent,greatchangeshavetakenpla

3、ceinthemarketandconsumers,andmanytraditionalmarketingstrategieshavebeendeclining.Itiswellknownthatthemarketofhealthproductssuchasmedicalandhealthcareproductsandhouseholdmedicaldevicesisdifficulttodo.Togetridofthisembarrassmentandimprovethemarketingeffect,thefundamentalwayoutli

4、esinconformingtothetrend,graspingtheessence,openingupandinnovating,establishingefficientmarketingandmaintainingmarketmarketingstrategy.Thebasicideais:marketingismoreeffectivethancompetitorstomeettheneedsofcustomers,andcustomersatisfactionisthebasicpurposeofmarketing,marketingi

5、smoreimportantandmoreactiveroleliesinmining,stimulatethepotentialdemandofcustomers,createnewmarketvalue.Thatconsumersdonotrealizethatthereisademandordemandisnotstrong,throughinnovativemarketingstrategies,sothatcustomersfeelisanindispensableproductinhislife,andcreatenewmarkets,

6、marketinginnovationtocreatenewdemandandnewmarkets,willcreatenewvalue.Thefocusofinnovationistocreatemarketvalue.Themarketcanbeunderstoodasacombinationofvaluerequirements,andtheoverallvalueofanybrandiscomposedofthreeplates,namelytheusevalue,theservicevalueandtheimagevalue.Inrela

7、tiontothedrugusevalueisbeneficialtothepeople'slivelihood,diseaseprevention,treatmentandrehabilitationefficacy;servicevalueincludinghealthconsultation,healtheducationandfamilyservices;thevalueoftheimagetomeetcustomer'spsychologicaldemand,thevalueoftheimageisbuiltonthebasisofthe

8、valueofgoodsandservices,andforthetwokindsofvaluesublimation,t