我国老年保健品营销策略研究

发布时间：2018-04-27 07:31

本文选题：保健品 + 营销策略　；参考：《华中科技大学》2013年硕士论文

【摘要】：随着我国市场经济的高速发展和城乡居民消费水平的日益提高，，我国的保健品行业有着极为广阔的发展空间，尤其是老年保健品行业是潜力巨大的朝阳产业。但我国众多企业都存在诸如经营观念、营销策略等方面的问题。因此，本文的研究对我国老年保健产业的发展具有一定的现实意义。本文以“我国老年保健品营销策略”为研究对象，首先较为系统地阐述了保健品的相关概念、特点、功能和类别等基本理论，并在此基础上介绍了国内外保健品市场的状况和未来的发展趋势，同时尽可能详尽的对国内外保健品营销管理的相关文献进行综述。通过综述，笔者了解到目前国内外专门针对“老年保健品营销”的理论研究还十分缺乏；其次，不同的顾客需求和消费意识对消费行为都会产生较大的影响。本文通过对老年保健品市场环境和老年人购买需求特点的综合研究，详细探讨了包括人口、健康、经济、文化、心理、家庭、认知等多方面的关键消费因素，分析出该行业如今面临的优势、劣势、机会、威胁；接着，本文对我国老年保健品企业惯用的传统营销模式及渠道，包括具体内容进行了深入的解析，并进行了综合的评价，反映出我国老年保健品企业营销模式的缺陷和不足之处。并指出该行业存在着相关行业标准和政策法规滞后、监管力度不足等宏观层面的问题；最后，运用理论与实践相结合的研究方法，列出保健品企业成功的几点要素，在此基础上，提出了可供我国老年保健品企业实施营销管理的新型模式。希望通过本文的研究成果，能促进我国老年保健品市场的健康可持续发展，并引起国家对该行业中违规操作的企业进行管理和监督。另外，本文中所提到的保健品以保健食品为主。
[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.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719

【参考文献】