我国保健品营销的短视行为分析  

Analysis of Short-sighted Behaviors in the Marketing of Health Care Products in China

作　　者：张敏[1] 孙利华[1] 

机构地区：[1]沈阳药科大学工商管理学院,沈阳市110016

出　　处：《中国药房》2005年第13期972-975,共4页China Pharmacy

摘　　要：目的:探求符合市场规律和消费者需求的保健品营销模式。方法:概述目前我国保健品营销中存在的问题,并分析其原因。结果与结论:营销的短视行为是保健品生产企业发展中不可忽视的问题,必须从品牌积累、营销方式、产品定位和售后服务等方面建立长效发展机制。OBJECTIVE:To explore a marketing mode that was in conformity with both market law and consumers'needs for health care products.METHODS:Problems in the marketing of health care products in China were overviewed and the causes were analyzed.RESULTS&CONCLUSION:The short-sighted behavior was a problem that couldn't be neglected in the development of health care products manufacturing businesses.A long-term development mechanism should be established ranging from brand accumulating,mode of marketing,product positioning to after-sale service and etc.

关 键 词：保健品 营销 短视行为 

分 类 号：F407.7[经济管理—产业经济] R956[医药卫生—药学]