农村银色保健品市场的需求特点与营销对策研究

Countryside silver color health care product market's requirement characteristics and marketing countermeasure research

农村银色保健品市场的快速发展,受到了众多商家的高度关注,而如何把握农村老年人市场的需求特点,开展有效的营销组合设计,是能否在这个广大潜力市场成功发展的关键。考虑到这一市场在产品上,比较注重核心产品,品牌偏好不强;在价格上,注重性价比,求实动机明显;在渠道要求上,注重便利性,喜欢就近购买;从促销角度看,购买行为比较被动,信息不通畅等诸多特点,笔者坚定认为产品应该是进入农村市场的根本,价格应该适应需求水平,渠道应该是致胜的通路,促销应该是竞争的利器,并在此基础上提出了自己的发展对策。

More companies pay much attention to the fast growth of the rural healthcare products in the grey market, and it is the key to achieve enough progress in such a market that how to take full advantage of the demand characteristics and develop an effective marketing mix. From the views of product, the consumers pay more attention to the core product without obvious brand preference. From the views of price, they like best value with obvious value objectives. From the views of channel, they pay much attention to the convenience and want to purchase nearby. And from the views of promotion, their purchase behaviors are always passive without unimpeded information. So the author strongly believes that the product is the basic, and the price should satisfy the demand level, and the channel is the key, and the promotion must be competitive. According to these rules, the author developed a series of detailed marketing tactics.