摘要:中国的保健品市场在近20年内达到了前所未有的增长速度,全民消费支出增长了15%到30%,远远高出了发达国家13%的数字。但是我们需要看到的是在此同时人均的保健品消费支出份额还是很低。上世纪90年代初到新世纪初中国保健品总体保持了一个很好的上升势头,几个国营自主品牌在此期间积累了大量的原始资金也赢得了很大的市场响应。
本文主要研究的对象是,在90年代初至新世纪初中国保健品市场在繁荣时期时,许多企业在进行市场竞争时所采取的品牌战略与营销策略,成功的原因;以及分析自新世纪初至今中国保健品市场经历的一次大滑坡后,许多国有保健品品牌衰弱的缘故;主要是针对几个极具代表性的品牌进行分析,然后进行对照来分析他们各自的优势与劣势。
本文首先从宏观的角度来介绍90年代以来中国保健品市场的发展过程,介绍了保健品走品牌之路的过程。中国的保健品市场还很不成熟,在此时如果一个企业打入市场后没有对品牌建设投入足够的重视的话,当消费者以及市场不断规范后,这样的企业很容易就会被时代所淘汰的。这是一个很正常的市场规律,当品牌不断给人提起之后,其重要性不是出众的质量或者华丽的外观以及低廉的价格可以匹敌的。做品牌永远是一个行业鹤立鸡群的重要因素!一味的参与低价竞争低领域的竞争是国有保健品品牌很大的一个问题,但是问题的出现同样意味着机遇的出现。几个大企业的品牌策略的成功也渐渐从中脱颖而出。然后,我在文中便具体就几个重要品牌的营销以及定位策略上进行了分析与讨论。
最后,根据前面的一系列分析加上对市场的可遇见性的观察,以及面对洋保健品的不断威胁,对国有保健品品牌在中国市场的未来进行一个展望,也提出自己的一些建议与意见以及看法。
关键词: 保健品 品牌构建 未来展望
Abstract :The health protection market in China has an unexpected progress in the following 20 years, the consumption of the whole citizen has increased by 15% to 30%, much more than that data in some of the foreign countries. But we still have to notice that the average consumption of the health protection products is still low in China. In the 1990’s,the whole of the China health protection market kept growing and growing, several state self-determination brand accumulated a great deal of capital and won the good response from the feedback of the market during that period of time.
The text proceeds with the bloom of the health protection market in China from 1990 to the early of the 21century, lots of the corporations adopted the competitive brand strategy and sales strategy to face the competition the cause of their success; And the reason of why lots of corporations broke up during the period from the early of the 21century to now. Mostly aim at several representative brands, analyze the advantages and disadvantages among them through the comparison.
In this course, firstly, the text introduces the procedure of the China health protection market development and some products walked into the way to be a famous brand. This market is not mature enough, if the corporation comes into the market without paying more attention on the structure, they will easily be washed out. This is an ordinary marketing rule, when the word “brand” is always referred by the consumers, it will be far more important than the quality, appearance and the price. To build a brand always be the heart factor to success in every region of biz. It’s a big problem that most of the Chinese health protection corporations are willing to battle in price in the low level market. However, the opportunities come along with the problems. Some successful big corporations know that and exploit that to achieve their goal. Then, I will analyze and discuss the examples about their sales promotion and position strategy.
In the end, according to the detailed analyze and the expected observation, we can make a plan for the future of our health protection market along with the suggestions and the advices.
Keywords: Health Protection Products Brand build Future expectation
绪论
保健食品又称功能食品,日本是公认的功能食品创始国。1962年日本厚生省首先提出功能食品的概念,80年代末又从法律上赋予功能食品的定义:"功能食品是具有生物防御、生物节律调整、防止疾病、恢复健康等有关功能因子,经设计加工成对人体有明显调整功能的食品。
在全球人民生活水平普遍提高的同时,在人们生活节奏不断加快,生活以及其他各方面压力不断增加的现今社会,人们开始渐渐意识到健康对自身的重要性。而观念也从治愈转为了预防,在这样的趋势下,当时保健品这样一种新型产品在进入市场之后便得到了消费者很强烈的响应,在经过了一段时间的市场消化之后,现今的很多发达国家的保健品市场已经趋于稳定,并保持了很好的稳步上升的势头。相对于发达国家的保健品市场的稳步发展,由于没有很强的技术底蕴,系统而长远的品牌营销战略加上对市场估计的不够成熟,导致了中国保健品市场经历了一波三折,起起伏伏。