發(fā)布時(shí)間：2018-04-27 07:31

  本文選題：保健品 + 營(yíng)銷(xiāo)策略　； 參考：《華中科技大學(xué)》2013年碩士論文

【摘要】：隨著我國(guó)市場(chǎng)經(jīng)濟(jì)的高速發(fā)展和城鄉(xiāng)居民消費(fèi)水平的日益提高，，我國(guó)的保健品行業(yè)有著極為廣闊的發(fā)展空間，尤其是老年保健品行業(yè)是潛力巨大的朝陽(yáng)產(chǎn)業(yè)。但我國(guó)眾多企業(yè)都存在諸如經(jīng)營(yíng)觀(guān)念、營(yíng)銷(xiāo)策略等方面的問(wèn)題。因此，本文的研究對(duì)我國(guó)老年保健產(chǎn)業(yè)的發(fā)展具有一定的現(xiàn)實(shí)意義。 本文以“我國(guó)老年保健品營(yíng)銷(xiāo)策略”為研究對(duì)象，首先較為系統(tǒng)地闡述了保健品的相關(guān)概念、特點(diǎn)、功能和類(lèi)別等基本理論，并在此基礎(chǔ)上介紹了國(guó)內(nèi)外保健品市場(chǎng)的狀況和未來(lái)的發(fā)展趨勢(shì)，同時(shí)盡可能詳盡的對(duì)國(guó)內(nèi)外保健品營(yíng)銷(xiāo)管理的相關(guān)文獻(xiàn)進(jìn)行綜述。通過(guò)綜述，筆者了解到目前國(guó)內(nèi)外專(zhuān)門(mén)針對(duì)“老年保健品營(yíng)銷(xiāo)”的理論研究還十分缺乏；其次，不同的顧客需求和消費(fèi)意識(shí)對(duì)消費(fèi)行為都會(huì)產(chǎn)生較大的影響。本文通過(guò)對(duì)老年保健品市場(chǎng)環(huán)境和老年人購(gòu)買(mǎi)需求特點(diǎn)的綜合研究，詳細(xì)探討了包括人口、健康、經(jīng)濟(jì)、文化、心理、家庭、認(rèn)知等多方面的關(guān)鍵消費(fèi)因素，分析出該行業(yè)如今面臨的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、威脅；接著，本文對(duì)我國(guó)老年保健品企業(yè)慣用的傳統(tǒng)營(yíng)銷(xiāo)模式及渠道，包括具體內(nèi)容進(jìn)行了深入的解析，并進(jìn)行了綜合的評(píng)價(jià)，反映出我國(guó)老年保健品企業(yè)營(yíng)銷(xiāo)模式的缺陷和不足之處。并指出該行業(yè)存在著相關(guān)行業(yè)標(biāo)準(zhǔn)和政策法規(guī)滯后、監(jiān)管力度不足等宏觀(guān)層面的問(wèn)題；最后，運(yùn)用理論與實(shí)踐相結(jié)合的研究方法，列出保健品企業(yè)成功的幾點(diǎn)要素，在此基礎(chǔ)上，提出了可供我國(guó)老年保健品企業(yè)實(shí)施營(yíng)銷(xiāo)管理的新型模式。希望通過(guò)本文的研究成果，能促進(jìn)我國(guó)老年保健品市場(chǎng)的健康可持續(xù)發(fā)展，并引起國(guó)家對(duì)該行業(yè)中違規(guī)操作的企業(yè)進(jìn)行管理和監(jiān)督。另外，本文中所提到的保健品以保健食品為主。
[Abstract]:With the rapid development of our market economy and the increasing consumption level of urban and rural residents, the health products industry in China has a very broad development space, especially the elderly health products industry is a sunrise industry with great potential. However, many enterprises in our country have problems such as management concept, marketing strategy and so on. Therefore, the research of this paper has certain practical significance to the development of the elderly health industry in our country. In this paper, the marketing strategy of health products for the elderly in China is taken as the research object. Firstly, the related concepts, characteristics, functions and categories of health products are systematically expounded. On this basis, this paper introduces the situation and future development trend of the health products market at home and abroad, at the same time, summarizes the related documents of the marketing and management of health products at home and abroad in as much detail as possible. Based on the summary, the author finds out that there is still a lack of theoretical research on the marketing of health products for the elderly at home and abroad. Secondly, different customer demand and consumption consciousness will have a great impact on consumption behavior. Based on a comprehensive study of the market environment of health care products for the elderly and the characteristics of the purchase needs of the elderly, this paper discusses in detail the key consumption factors, including population, health, economy, culture, psychology, family, cognition, and so on. This paper analyzes the advantages, disadvantages, opportunities and threats faced by the industry. Then, this paper analyzes the traditional marketing models and channels, including the specific contents, and makes a comprehensive evaluation of the traditional marketing models and channels used by the elderly health products enterprises in our country. It reflects the defects and deficiencies of the marketing mode of the elderly health products enterprises in our country. It is pointed out that there are some problems in this industry, such as the lag of relevant industry standards, policies and regulations, insufficient supervision and so on. Finally, by using the research method of combining theory with practice, this paper lists some elements of the success of health care products enterprises. On this basis, a new mode of marketing management for the elderly health products enterprises in our country is put forward. It is hoped that the research results of this paper can promote the healthy and sustainable development of the health care products market of our country and cause the government to manage and supervise the enterprises that violate the regulations in this industry. In addition, the health products mentioned in this article are mainly health food.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F719

【參考文獻(xiàn)】

相關(guān)期刊論文 前9條

1 陳兆忠;保健品產(chǎn)業(yè)發(fā)展前景廣闊[J];上海工業(yè);2002年03期

2 盧光發(fā);;試析現(xiàn)代營(yíng)銷(xiāo)中的和諧社會(huì)思想[J];當(dāng)代經(jīng)理人;2006年08期

3 ;保健品市場(chǎng)將成新亮點(diǎn)[J];技術(shù)與市場(chǎng);2001年10期

4 吳健安;中國(guó)銀色市場(chǎng)的潛力和特點(diǎn)[J];市場(chǎng)與人口分析;1996年04期

5 劉建芬,潘孟昭;護(hù)理如何為老年保健服務(wù)[J];實(shí)用護(hù)理雜志;1998年10期

6 徐華鋒;;中國(guó)保健食品行業(yè)的現(xiàn)狀和發(fā)展趨勢(shì)[J];亞太傳統(tǒng)醫(yī)藥;2007年03期

7 張嬌燕;保健品市場(chǎng)探討[J];中國(guó)藥事;2003年02期

8 李庭春;;我國(guó)保健品市場(chǎng)發(fā)展淺析[J];中國(guó)集體經(jīng)濟(jì);2008年01期

9 孟曉峰;;論保健品會(huì)議營(yíng)銷(xiāo)運(yùn)作模式[J];中國(guó)果菜;2010年03期

本文編號(hào)：1809823