品牌人性化:老年保健品市场制胜的关键

Human-based Brand Formulation: the Key to Prospering in Aged Healthcare Products Market

品牌人性化就是以消费者人性特点为依据进行品牌理念设计,通过充分满足消费者的人性需求来达到企业经营的目的。当前我国老年保健品品牌不能满足老年消费者的人性需求的问题,正成为最尖锐的矛盾和业界最薄弱的环节。所以,品牌人性化已成为老年保健品市场制胜的关键环节。文章分析了我国老年保健品品牌现状与老年人人性特点之间的矛盾,并对如何构建老年保健品市场的人性化品牌提出了策略框架。

To formulate a human-based brand is to construct a brand predicated on consumer＇s human nature. The marketing status quo of China＇s healthcare products for the aged features brand＇s conflicting with the aged people＇s human nature. This paper, after analyzing the confliction, outlines how to formulate a human-based brand in the healthcare product market for the aged.