保健品营销模式解析论文.doc

学士毕业专题论文 保健食品营销模式的比较分析 姓 名： 专 业： 研究方向：市场营销 指导教师： 论文形式：专题研究 经济管理学院 2012年 6 月5 日 摘要 保健食品系指表明具有特定保健功能的食品,保健品行业又称为“健康产业”和“永远的朝阳产业”。近年来全球保健食品行业增长迅速,中国保健品产业从1986年振华851口服液问世以来,大起大落。具有讽刺意义的是:现在最需要“保健”的就是保健品产业本身,整个保健品行业呈现“健康产业不健康”的态势,主要表现在以下三方面:(一) 我国保健品市场份额和保健大国地位的失调;(二) 国外品牌的咄咄逼人和本土品牌的步步为营;(三) 保健品营销综合症:营销理念落后;营销战术化、非理性化;战略空洞化、执行缺乏症。 微观层面的保健品企业在内有“行业信用危机”外有洋品牌大举进攻的双重压力下,如何规划完善的营销战略在市场竞争中取得持续竞争优势,是保健品企业必须要跨越的“一道坎”。进行中外两个保健品品牌的营销战略比较研究,总结了脑白金在引入、成长和成熟三阶段的不同营销战略和安利纽崔莱的战略,并归纳总结了这两种营销战略模式。 保健品营销战略Abstract Health-food is a kind of food which can do some good to human body, and health-food industry is named health industry, which has developed rapidly world-wide in recent years. Chinese health-food industry has staggered alone since 1986. Ironically, health industry is now in an unhealthy condition, mainly including: (1) unbalance between its market share in global market and its five-thousand-year history; (2) aggression of foreign brands in china and defense of domestic brands;(3)Health?care?products?marketing?syndrome:?marketing?idea?behind;?irrational?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?advantage?in?the?market?competition,?is?a?line?of?health?care?products?companies?must?go?beyond?the??obstacle. A comparative study of Chinese and foreign two health care products brand marketing strategy, summarizes the melatonin in the introduction, growth and maturity stage three different marketing strategies and Amway products, promotion and channel strategy, and summarizes the two kinds of marketing strategy of the similarities and differences between models Key words: Total health expenditure Comparison Funding level Structure 目录 摘要．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．Ⅰ Abstract