我国目前老年保健品营销市场现状及拓展分析

Market Situation and Expansion of Health Care Products for the Aged

当前,我国保健品市场在发展中长期存在着生产企业重广告轻研发,品种单一不能满足需求,唯利是图甚至虚抬高价误导群众的情况等问题,导致老年人在选用保健品时受虚假广告影响较大,真假难辨,不能根据自身情况合理选择保健品,用后效果不佳,严重打击了消费信心。保健品生产企业在管理上应加快创新步伐,提高管理水平,产研结合,寻求科技含量突破注重树立品牌效应;在销售上应积极运用网络新型营销模式,探索精细化营销模式,根据购买力合理定价,注重售后服务,从口碑中改善品质,积极开拓国际市场,从而不断促进我国老年保健品市场健康稳定发展。

Problems in China＇s health care product market have long been unsolved. The manufacturers invest too much in advertisement than in research, producing too few varieties to meet consumer demand, focus only on profit or even make unreasonable high prices. As a result, affected by deceptive advertising, the elderly could not select proper health care products suitable to their own condition that could exert expected effect, seriously shaking the consumer confidence. Health care producers should accelerate management innovation to raise management level and integrate research with production in an effort to build brands with technology breakthrough. By adopting online marketing pattern, they could try a refined sales pattern, pricing in accordance with the purchasing power, focusing on after-sales service, and improving product quality based on feedbacks. In addition to that they should proactively explore the international market to boost the healthy and stable market development of the health care product for the aged.