保健品诚信营销问题研究

发布时间：2018-04-04 23:27

本文选题：保健品市场　切入点：诚信营销　出处：《沈阳理工大学》2013年硕士论文

【摘要】：随着经济收入的增长和人口老龄化趋势的加快，人们对保健品的需求不断加大，由此看出保健品在我国有较好的市场发展前景。但由于保健品市场上存在假冒伪劣产品，虚假宣传等现象，使得消费者对保健品产生了怀疑、不信任。诚信营销是改善保健品诚信营销问题的关键，因此，本文进行诚信营销以及保健品诚信营销的相关研究，探究和解决保健品诚信营销问题，这将对提高保健品企业的竞争实力，促进保健品企业的健康发展有重要的意义。本文以诚信营销理论相关概述为基础，界定了保健品诚信营销是保健品在营销过程中，用诚信理念来指导企业的日常经营活动，进行诚实营销，履行对消费者的承诺，保证产品的质量安全，维护消费者和社会利益的一种营销活动。同时，分析了保健品目前存在的诚信营销问题和原因，并对诚信营销问题进行了实证研究，验证了保健品的产品质量失真、广告宣传的虚假夸大、产品标注的虚假隐瞒性和包装的欺骗性、销售人员在促销时的虚假夸大、保健品企业对产品承诺的兑现程度低、保健品企业利用营销渠道特点对消费者进行欺骗和保健品价格的虚假性等问题属于诚信营销问题范围。实证研究表明：保健品存在严重的诚信营销问题，且影响到了消费者对保健品营销的诚信评价。最后针对保健品诚信营销问题，从保健品企业的内部环境、外部环境和消费者角度，提出解决诚信营销问题的对策建议。本文研究的成果期望为保健品诚信营销相关理论研究做出贡献，，为解决保健品诚信营销问题提供参考价值。
[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.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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