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摘要：在中國保健品營銷的歷史上，曾出現(xiàn)過兩次高潮，第一波是太陽神口服液的沖擊，第二波是三株口服液的崛起，而眾所期待的第三波卻久久沒有出現(xiàn)。筆者對此進(jìn)行了思考。

首先筆者從經(jīng)營者自身出發(fā)，認(rèn)為保健品做不成，做不大，經(jīng)營者要在自己身上找問題。接著提出要從誠信和務(wù)實(shí)兩個(gè)層面，實(shí)事求是，具體問題具體分析。不唯上，不唯書。從戰(zhàn)略制定到隊(duì)伍建設(shè)，到渠道建設(shè)，到廣告策略，到資金的運(yùn)轉(zhuǎn)，到終端的建設(shè)……，每一個(gè)環(huán)節(jié)都要求實(shí)事求是，不可自欺欺人。

而后筆者從戰(zhàn)略、隊(duì)伍、通路、廣告策略四個(gè)環(huán)節(jié)對于保健品營銷之路進(jìn)行了探討。

戰(zhàn)略。筆者提出要誠信務(wù)實(shí)地做好樣板市場，全面復(fù)制的觀點(diǎn)。

營銷隊(duì)伍。筆者提出“有什么樣的人，決定能干成多大的事。沒有嫡系部隊(duì)，光靠空降兵的職業(yè)素質(zhì)，在保健品營銷中，基本上是異想天開。我們必須實(shí)事求是地看待這個(gè)問題，否則是要吃大虧的。”的觀點(diǎn)。

通路（經(jīng)營商）。筆者提出了要用誠信、務(wù)實(shí)的企業(yè)文化同化經(jīng)銷商的觀點(diǎn)。

廣告和策略上。筆者認(rèn)為保健品現(xiàn)在面臨的核心問題是信任問題，而廣告策略的核心就是針對這個(gè)問題，以誠信和務(wù)實(shí)的精神，做好全面細(xì)致的思想工作，并對務(wù)實(shí)的涵義進(jìn)一步進(jìn)行了闡述。

最后，筆者畫龍點(diǎn)睛“路——誠信之路，務(wù)實(shí)之路，我認(rèn)為這是目前中國保健品營銷的必由之路。

關(guān)鍵詞:保健品營銷誠信務(wù)實(shí)

Abstract:InthehistoryofhealthprotectionproductsmarketinginChina,iteverappearedtwotides.ThefirstwavewastheimpactoftheApolloOralLiquid;thesecondonewasthegrowingupofSanzhuOralLiquid.Howeverthepeopleexpectedthirdwavehasn’tappearedforalongtime.Thewritertakesponderingonit.

Firstlyfromtheoperatoritself,thewriterthinksthatwhyisthehealthprotectionproductsbusinessnotsuccessfulornotinmassmarketing?Theoperatorsshouldseekthereasonfromthemselves.Insuccession,thewriterraisesthatfromtwolevelsofgoodfaithandpracticabilityandinthepracticalandrealisticmannertoconcretelyanalyzetheissue,notworshipingboththeauthorityandthetheory.Fromstrategyconstitutingtotheteamconstruction,channelconstruction,advertisementtactic,capitaloperatingandtheterminationconstructionandsoon.Toeveryringjointweallneedpracticalandrealisticmannerandinsteadofself-deceiving.

Consequently,thewriterapproachesthemarketingmethodofthehealthprotectionproductsfromthefourringjointsofstrategy,marketingteam,distributionandadvertisementtactic.

Onstrategy,thewriterraisestheviewpointsthatinthemannerofgoodfaithandpracticabilitytodobetterthesamplemarketandtotallytoreplicateit.

Onmarketingteam,thewriterhastheideathatwhatkindofpeopledoeswhatkindofbusiness.Inthehealthprotectionproductsmarketing,itisimpossiblethatwithoutauthenticprofessionalmarketingteam,onlydependingonunprofessionalvendors.Sowemustbeinpracticalandrealisticmannertoconcerntheissue,otherwisewemaymeetWaterloo.

Ondistribution(operator),thewriterstickstothestandpointthatusinggoodfaithandpracticabilityenterpriseculturetoassimilatethedistributors.

Onadvertisementandstrategy,thewriterbelievesthatonhealthprotectionproducts,thecoreissuepresentlywefaceisthetrustingone;moreoverthecoreofadvertisementtacticisfocusingonthequestion.Bythespiritofgoodfaithandpracticabilitydobetterthetotalandcarefulbusinessinstruction.Andthewriterelaboratesthemeaningofpracticability.

Finally,thewriterconcludes“thewayisgoodfaithwayandpracticalway,IthinkthatistheonlywayofthehealthprotectionproductmarketinginChina”.

Keyword：Tealthprotectionproduct,Marketing,Goodfaith,Practicability