保健食品营销策略分析

论文总字数：22349字

目 录

1 绪论.....................................................1

1.1 保健食品的定义及特征......................................................1

1.2 研究背景及意义...........................................................1

1.3 文献综述.................................................................1

1.4 研究思路及创新之处.......................................................2

1.5 数据来源及研究方法.......................................................2

2 我国保健食品趋势分析.....................................3

2.1 消费趋势分析.............................................................3

2.1.1 中草药保健食品需求回温...............................................3

2.1.2 高端孕婴食品市场前景光明.............................................4

2.1.3 运动营养品消费激增...................................................4

2.2 行业整体发展趋势.........................................................4

2.2.1 市场竞争加剧.........................................................4

2.2.2 附加服务的增加.......................................................5

2.2.3 消费者消费行为和心理趋于理性.........................................5

3 我国保健食品营销策略问题.................................5

3.1 产品方面.................................................................6

3.1.1 产品生产缺乏行业标准和监管体制.......................................6

3.1.2 产品缺乏创新.........................................................6

3.1.3 产品结构单一.........................................................6

3.2 价格方面.................................................................6

3.2.1 消费者性价比体验不乐观...............................................6

3.2.2 价格的制定不够灵活机动...............................................6

3.3 渠道方面.................................................................6

3.3.1 线上渠道开发力度不够.................................................6

3.3.2 “山寨”商品混淆市场.................................................7

3.4 促销方面.................................................................7

3.4.1 促销方式单一老旧.....................................................7

3.4.2 产品广告夸大宣传.....................................................7

3.4.3 售后服务有待完善.....................................................7

4 营销策略问题分析.........................................8

4.1 产品策略问题分析.........................................................8

4.2 价格策略问题分析.........................................................8

4.3 渠道策略问题分析.........................................................9

4.4 促销策略问题分析.........................................................9

5 营销策略对策和建议......................................11

5.1 产品策略................................................................11

5.1.1 加大产品质量管理力度................................................11

5.1.2 加强产品创新........................................................11

5.1.3 定制化产品组合......................................................11

5.1.4 改进产品包装及口感..................................................11

5.2 价格策略................................................................12

5.2.1 更改产品规格以降低单价..............................................12

5.2.2 降低生产成本........................................................12

5.2.3 实行差别定价策略....................................................12

5.3 渠道策略................................................................12

5.3.1 改善线上渠道管理....................................................12

5.3.2 打开“公司福利”渠道................................................13

5.4 促销策略................................................................13

5.4.1 多种促销方式相结合..................................................13

5.4.2 运用媒体力量推动产业发展............................................13

5.4.3 加强企业公共形象塑造................................................13

5.4.4 建立并利用好顾客数据库..............................................14

6 总结与展望..............................................14

参考文献..................................................14

附录......................................................16

致谢......................................................18

我国保健食品营销策略分析

金志强

,China

Abstract: Currently,In the domestic market,the demand for nutrition and health food is strong,the prospects ahead of us are bright.But at the same time,there are many problems in the marketing of Chinese Enterprises which needed to be solved as soon as possible.Therefore,it’s important to analysis of the marketing strategy of nutrition and health food in China.This paper reference a number of relevant literature at home and abroad,and study the marketing strategy of the nutrition and health food industry through the methods of questionnaire investigation and case analysis.From the point of view of health food production enterprises,on the basis of solving the existing problems,provide some innovative suggestions for product strategy, price strategy, channel strategy and promotion strategy.

Key words: nutrition and health food; industry status; marketing strategy

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