论整合营销下国产保健食品直销的营销创新  

Study on Marketing Innovation of National OTC's Direct Saling under the Condition of Integrated Marketing

作　　者：刘根[1] 曾海亮[1] 骆革新[1] 

机构地区：[1]茂名学院,茂名525000

出　　处：《价值工程》2006年第10期36-38,共3页Value Engineering

摘　　要：整合营销倡导以消费者为中心,整合企业内外部资源,更好满足消费者需求,获取竞争优势。直销在中国的合法化给予了国产保健食品企业重振雄风的机会。国产保健食品企业在启用直销模式的同时,应施行整合营销,在消费概念、产品价值、服务、与消费者关系、经营战略等方面施行营销创新。The integrated marketing calls on putting consumers on the center of enerprise＇s business,integrating enterprise＇s resources which is out and in enterprise,be better to fulfill consumers＇needs and gaining the competitive advantages.the validility of direct sahng gives the national OTC enterprises the chances to improve their businesses.The national OTC enterprises should execute the diret saling mode,at the same time,they should use the integrated marketing,make marketing innovation about consuming concept. product value,service,relations between enterprises and consumers.business strategy.

关 键 词：整合营销 国产保健食品 直销 营销创新 

分 类 号：F274[经济管理—企业管理]