我国保健食品营销模式分析

本文阐述了我国保健食品行业三个发展阶段各自营销模式的特点，并归纳出了传统营销模式所存在的问题，提出保健食品企业应该在进行充分的产品特征、市场特征及企业目标和资源分析的基础上，采用以质量为产品根本、精准定位与差异化、诚信营销为主导、讲求实效的营销组合为内涵的新型“健康营销模式”，促进企业的健康发展，达到延长产品生命周期、树立企业品牌形象的目的。

Research on the Healthy Marketing Model of China Functional Foods

This article states the characteristics of different marketing methods in China functional foods industrial evaluation and analysts the problems of the traditional marketing methods. On basis of sufficient investigation of product characteristics, market conditions and corporate objectives and resources, the fimctional foods company should make use of the new Healthy Marketing Model, including the concepts of quality-core, product-differentiation, marketing in-good-faith, and effective marketing mix, so as to enhance the company＇s health development, extend the life cycle of its products and set up good brand impression.