本文選題：保健品市場(chǎng)　切入點(diǎn)：誠(chéng)信營(yíng)銷(xiāo)　出處：《沈陽(yáng)理工大學(xué)》2013年碩士論文

【摘要】：隨著經(jīng)濟(jì)收入的增長(zhǎng)和人口老齡化趨勢(shì)的加快，人們對(duì)保健品的需求不斷加大，由此看出保健品在我國(guó)有較好的市場(chǎng)發(fā)展前景。但由于保健品市場(chǎng)上存在假冒偽劣產(chǎn)品，虛假宣傳等現(xiàn)象，使得消費(fèi)者對(duì)保健品產(chǎn)生了懷疑、不信任。誠(chéng)信營(yíng)銷(xiāo)是改善保健品誠(chéng)信營(yíng)銷(xiāo)問(wèn)題的關(guān)鍵，因此，本文進(jìn)行誠(chéng)信營(yíng)銷(xiāo)以及保健品誠(chéng)信營(yíng)銷(xiāo)的相關(guān)研究，探究和解決保健品誠(chéng)信營(yíng)銷(xiāo)問(wèn)題，這將對(duì)提高保健品企業(yè)的競(jìng)爭(zhēng)實(shí)力，促進(jìn)保健品企業(yè)的健康發(fā)展有重要的意義。 本文以誠(chéng)信營(yíng)銷(xiāo)理論相關(guān)概述為基礎(chǔ)，界定了保健品誠(chéng)信營(yíng)銷(xiāo)是保健品在營(yíng)銷(xiāo)過(guò)程中，用誠(chéng)信理念來(lái)指導(dǎo)企業(yè)的日常經(jīng)營(yíng)活動(dòng)，進(jìn)行誠(chéng)實(shí)營(yíng)銷(xiāo)，履行對(duì)消費(fèi)者的承諾，保證產(chǎn)品的質(zhì)量安全，維護(hù)消費(fèi)者和社會(huì)利益的一種營(yíng)銷(xiāo)活動(dòng)。同時(shí)，分析了保健品目前存在的誠(chéng)信營(yíng)銷(xiāo)問(wèn)題和原因，并對(duì)誠(chéng)信營(yíng)銷(xiāo)問(wèn)題進(jìn)行了實(shí)證研究，驗(yàn)證了保健品的產(chǎn)品質(zhì)量失真、廣告宣傳的虛假夸大、產(chǎn)品標(biāo)注的虛假隱瞞性和包裝的欺騙性、銷(xiāo)售人員在促銷(xiāo)時(shí)的虛假夸大、保健品企業(yè)對(duì)產(chǎn)品承諾的兌現(xiàn)程度低、保健品企業(yè)利用營(yíng)銷(xiāo)渠道特點(diǎn)對(duì)消費(fèi)者進(jìn)行欺騙和保健品價(jià)格的虛假性等問(wèn)題屬于誠(chéng)信營(yíng)銷(xiāo)問(wèn)題范圍。實(shí)證研究表明：保健品存在嚴(yán)重的誠(chéng)信營(yíng)銷(xiāo)問(wèn)題，且影響到了消費(fèi)者對(duì)保健品營(yíng)銷(xiāo)的誠(chéng)信評(píng)價(jià)。最后針對(duì)保健品誠(chéng)信營(yíng)銷(xiāo)問(wèn)題，從保健品企業(yè)的內(nèi)部環(huán)境、外部環(huán)境和消費(fèi)者角度，提出解決誠(chéng)信營(yíng)銷(xiāo)問(wèn)題的對(duì)策建議。 本文研究的成果期望為保健品誠(chéng)信營(yíng)銷(xiāo)相關(guān)理論研究做出貢獻(xiàn)，，為解決保健品誠(chéng)信營(yíng)銷(xiāo)問(wèn)題提供參考價(jià)值。
[Abstract]:With the increase of economic income and the acceleration of population aging trend, people's demand for health products is increasing, which shows that health products have a good market development prospects in China.However, because of fake and inferior products and false propaganda in the health products market, consumers have doubts and distrust of health products.Good faith marketing is the key to improve the integrity marketing of health products. Therefore, this paper studies the integrity marketing of health products and the related research of integrity marketing of health products, which will improve the competitive strength of health products enterprises.It is of great significance to promote the healthy development of health products enterprises.Based on the summary of the theory of good faith marketing, this paper defines that the integrity marketing of health products is to guide the daily business activities of enterprises with the concept of good faith in the marketing process of health products, to carry out honest marketing, and to fulfill the promise to consumers.A marketing activity that ensures the quality and safety of products and protects the interests of consumers and society.At the same time, the paper analyzes the problems and causes of health products marketing, and makes an empirical study on the integrity marketing, which proves that the quality of health products is distorted, and the advertising is false and exaggerated.The false concealment of product label and the deceptive nature of packaging, the false exaggeration of sales personnel in sales promotion, and the low level of fulfillment of product promises by health product enterprises,Health products enterprises use the characteristics of marketing channels to deceive consumers and fake health care products price issues belong to the credibility of marketing issues.The empirical study shows that: health products have serious credibility marketing problems, and affect consumers' integrity evaluation of health products marketing.Finally, aiming at the problem of health care products' credit marketing, this paper puts forward some countermeasures and suggestions to solve the problem from the angle of internal environment, external environment and consumers of health care products enterprises.The results of this study are expected to contribute to the theoretical research of health care products integrity marketing, and to provide reference value for solving health care products credit marketing problems.
【學(xué)位授予單位】：沈陽(yáng)理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.72

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