保健品营销之路

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摘要：在中国保健品营销的历史上，曾出现过两次高潮，第一波是太阳神口服液的冲击，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现。笔者对此进行了思考。

首先笔者从经营者自身出发，认为保健品做不成，做不大，经营者要在自己身上找问题。接着提出要从诚信和务实两个层面，实事求是，具体问题具体分析。不唯上，不唯书。从战略制定到队伍建设，到渠道建设，到广告策略，到资金的运转，到终端的建设……，每一个环节都要求实事求是，不可自欺欺人。

而后笔者从战略、队伍、通路、广告策略四个环节对于保健品营销之路进行了探讨。

战略。笔者提出要诚信务实地做好样板市场，全面复制的观点。

营销队伍。笔者提出“有什么样的人，决定能干成多大的事。没有嫡系部队，光靠空降兵的职业素质，在保健品营销中，基本上是异想天开。我们必须实事求是地看待这个问题，否则是要吃大亏的。”的观点。

通路（经营商）。笔者提出了要用诚信、务实的企业文化同化经销商的观点。

广告和策略上。笔者认为保健品现在面临的核心问题是信任问题，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

Abstract:InthehistoryofhealthprotectionproductsmarketinginChina,iteverappearedtwotides.ThefirstwavewastheimpactoftheApolloOralLiquid;thesecondonewasthegrowingupofSanzhuOralLiquid.Howeverthepeopleexpectedthirdwavehasn’tappearedforalongtime.Thewritertakesponderingonit.

Firstlyfromtheoperatoritself,thewriterthinksthatwhyisthehealthprotectionproductsbusinessnotsuccessfulornotinmassmarketing?Theoperatorsshouldseekthereasonfromthemselves.Insuccession,thewriterraisesthatfromtwolevelsofgoodfaithandpracticabilityandinthepracticalandrealisticmannertoconcretelyanalyzetheissue,notworshipingboththeauthorityandthetheory.Fromstrategyconstitutingtotheteamconstruction,channelconstruction,advertisementtactic,capitaloperatingandtheterminationconstructionandsoon.Toeveryringjointweallneedpracticalandrealisticmannerandinsteadofself-deceiving.

Consequently,thewriterapproachesthemarketingmethodofthehealthprotectionproductsfromthefourringjointsofstrategy,marketingteam,distributionandadvertisementtactic.

Onstrategy,thewriterraisestheviewpointsthatinthemannerofgoodfaithandpracticabilitytodobetterthesamplemarketandtotallytoreplicateit.

Onmarketingteam,thewriterhastheideathatwhatkindofpeopledoeswhatkindofbusiness.Inthehealthprotectionproductsmarketing,itisimpossiblethatwithoutauthenticprofessionalmarketingteam,onlydependingonunprofessionalvendors.Sowemustbeinpracticalandrealisticmannertoconcerntheissue,otherwisewemaymeetWaterloo.

Ondistribution(operator),thewriterstickstothestandpointthatusinggoodfaithandpracticabilityenterpriseculturetoassimilatethedistributors.

Onadvertisementandstrategy,thewriterbelievesthatonhealthprotectionproducts,thecoreissuepresentlywefaceisthetrustingone;moreoverthecoreofadvertisementtacticisfocusingonthequestion.Bythespiritofgoodfaithandpracticabilitydobetterthetotalandcarefulbusinessinstruction.Andthewriterelaboratesthemeaningofpracticability.

Finally,thewriterconcludes“thewayisgoodfaithwayandpracticalway,IthinkthatistheonlywayofthehealthprotectionproductmarketinginChina”.

Keyword：Tealthprotectionproduct,Marketing,Goodfaith,Practicability