保健品“短寿”现象的营销思考

The Marketing Reflection on the "Shortlife" Phenomenon of Health Food

中国保健品市场有一种说法,一个保健品从上市到退出市场,往往不会超过5年时间,也就是"富不过五载"。本文从市场营销学的目标市场战略、市场营销经典理论4P 组合和关系营销三方面对这种现象进行了分析,并提出了增寿的建议,希望我们的保健品企业能越来越长寿,更希望朝阳的中国保健品行业能保持快速、持续的发展。

There is one kind of statement in the Chinese health food market that a health food can not exist more than 5 years from its emergence to disappearance.By analyzing this statement from three aspects： target market strategy,4Ps and relational marketing.We make suggestions on how to improve the Chinese health food companies. We wish industry and companies of health food would develop speedily and sustainably.