【作者】 陈青；

【导师】 饶德江；

【作者基本信息】 武汉大学 ， 传播学， 2005， 硕士

【摘要】 日趋激烈的市场形势加上外来保健品牌的竞争挤压,本土保健品企业面临“内忧外患”的严峻考验。能否成功化解消费者对保健品行业的日益不信任态度,提高日渐下降的营销效果,重塑品牌形象,都直接关系到本土保健品企业的生死存亡。 为此,本文建议本土保健品企业尽量避免与洋保健品牌进行正面血拼,同时避开在一级消费市场上进行恶性竞争。而应该重点加快发展中草药类保健品和开发农村市场,进而利用中草药保健品参与到国际竞争中。这样才能够较快提升本土保健品的综合竞争能力,实现跨越式成长。 对保健品企业来说,服务将成为未来企业发展的核心竞争力,也是最有效提升消费者忠诚度的手段。因此,一切有助于提升服务能力的营销形式企业都可以大胆探索使用,但是需要对营销传播模式进行整合。与此相配合,保健品企业还必须抛弃以往广告轰炸的传播方式,转而加强对公关和公益活动的使用,与消费者进行人性化沟通,来美化品牌形象,提升品牌价值。此外,本文认为保健品企业尤其要增强危机公关的能力,来及时化解现代媒介舆论对保健品品牌带来的形象危机,维护品牌的良好形象,避免品牌的“意外死亡”。更多还原

【Abstract】 Because of the fierce market situation and the outside health product brand’s competition, the native health product enterprises face "interior anxiety and foreign aggression" test. Whether could successful solve the distrust attitude of consumer’s, improve the marketing effect which drops day after day, reinvent the image of brands, all directly concern to the final and decisive development of native health product enterprises.Therefore, the article suggested that native health product enterprise should try their best to avoid competing with the foreign health product enterprises directly, and abandon carrying on the malignant competition on mainly consumer market at the same time. And should accelerate the development of the Chinese herbal medicine products and develop the rural market especially. Then, utilize the health products of Chinese herbal medicine to participate in the international competitions. To do this can promote the comprehensive competitive power of native health product enterprises, finally realize that grows up in leap-type.The service will become the core competitiveness of enterprise’s development in the future, and also become the most important method to promote consumer’s loyalty. So, all marketing form contributing to promoting service ability can be used boldly, but the native health product enterprises need integrate the marketing forms firstly. Cooperating with this, health product enterprises must abandon the former advertisement communication way, then strengthen the use for public relations and public activity, communicate with consumer humanity, to beautify the image of brands and promote the value of brands. In addition, the text believe that health products enterprises should strengthen the ability of public relations, to save the image crisis that the modern media public opinion bring to, and maintain the good image of the brand, avoid health product brand dying unexpectedly.更多还原