中国保健品消费者行为及营销对策分析

Health Care Products’Consumer Behavior and Marketing Strategy Analysis

近几年,中国保健品行业在突飞猛进发展的同时出现诸多问题,一些优秀企业的发展速度虽然很快,但由于消费者忠诚度较低导致营销竞争力较差,最终导致抵抗市场风险能力较弱。因此,必须对影响保健品消费者行为的主要因素进行调研分析,据以实施管理手段,以期能够提高生产企业的营销竞争力。

In recent years, China＇s health care products industry develops rapidly, with increasing problems at the same time. Although the pace of development of some excellent enterprises are great, they are less competitive due to lower consumer loyalty, leading to a lower capability of anti-market risks as well. Therefore, the major factors impacting consumer behaviors should be investigated and analyzed carefully, so as to implement corresponding management strategies, and improve the competitiveness of the enterprises in the market.