Health food market development to join the WTO Mistakes three (script)

 With the continuous development of China's market economy, the constant improvement of market rules, consumer psychology has become increasingly mature. That too much of the past, false hype has a certain resolution. But the management practices ester This is a business marketing major problems encountered. How can both understand the product features to consumers and does not violate the promote understanding of health care products for the traffic laws in the line of the car lane, vehicle or pressure behind the yellow line yellow line is not allowed, but the upper space is unlimited. health food is designed on the basis of medical theory, each a feature has a wealth of theory, do not go flat, three-dimensional look to the upper space is unlimited. immunomodulatory function is no need to extend to the Theory packaging.
our business in selling product, are racking their brains for the launch of the product is going to create a concept, and then sell the concept, and then to sell products on behalf of the concept. tend to make the lack of knowledge of health care consumers will be a condition of many health care products with a simple link. So health care products in China, another concept. As our growing ability to create the concept, becoming shorter and shorter intervals, so the company the leading position from the previous 2035, to become now the leading position in 2023. the concept is like a slogan, it is difficult infected people who lack imagination. The theory will have more profound.
theory is the practice guide, is derived from the social and above or ahead of the concept of social life. it accurately refined, summarized the phenomenon of social life, and to present a most desirable objective of support, resulting in a strong attraction, appeal and cohesion. the history of Chinese revolution, Chiang Kai-shek, the liberation of the whole of China , Science, and is appealing to the medical principle of medical theory and interpretation. given the positioning of products in theory, the product can also be understood as theoretical concepts.
present, China's health food products based on traditional Chinese medicine as most of based products, we can not reuse the past and the reality, cold and heat, exterior and interior, Yin Yang, Five Elements, and so the consumer movement of traditional Chinese medicine theory to explain our product features and taboos. to produce a new theory, the theory should be relevant to take over Western , combined with traditional Chinese medicine raw materials properties, resulting in a completely new theory. The new theory must be a difference between this product and its market value lies.
the spending habits of the human there are different degrees by the new nature And this by the new health care consumer psychology is the breeding ground for new theories arise. If our new theory to work with consumers Seeking somewhere consistent, demand and supply will become a most effective tacit understanding, so the finished product leap in sales.
foreign pharmaceutical products and functional foods, usually in the beginning of product development, market research had been involved, the treatment of research data to the product or function to determine indications for their support. It also gradually developed a theory to the data set of promotional programs. But in our country is basically divided research institutions and production enterprises, the enterprises in the marketing process in the theory of scientific research institutions can not be supported. However, the consumption of health food in China has entered a promotional guide Experts era its highly benefit. Titan Group, listed on April 99, Uniform weight of new theoretical concepts, so that after the market was out of stock of the situation there.
theory of packing health food market development strategy is the latest and most effective weapon, it will rapidly improve product quality, grade and market value and its added value, and left a deep impression to consumers.
theory of health food products, packaging and different unique selling point, the product's unique selling point is the product of the package from the Principles and product feature, you must follow the latest trend of the world's medical advances and trends. by the most advanced medical theory and scientific theory of life grafting, that meet the product characteristics of the new theoretical system, thus completing the full sense of the theory of product packaging.
Second, finding and making a difference
consumers do not buy the product itself, but certainly is a demand to meet, he is a value buy. And companies can manufacture products which are not value of production. enterprises believe that something of value, consumers may think that is irrelevant things. finding and making a difference is the product of the personality from the start, strengthen and determine the product of the unique features of the human body from the value.
U.S. GM believes that Cadillac cars with diamonds and mink coat in the competition. Cadillac car buyers to buy is not a Product differentiation is the essence of the initiative to do certain things, there are discarded in order to have prominent. Moreover, the establishment of health food point of differentiation, it may not be the most significant product features, or most places, but it is consumers favor, the most important market place. (cold medicine, sufficient product experts to help prepare promotional materials science. In communicating with consumers to effectively use various news media, a serious scientific attitude, realistic to publicize products. on the product's features are not exaggerated, does not extend. propaganda the previous period but also try to eliminate false advertising of health food to consumers caused by the booklet, distributed free of charge. the master of health knowledge, product features consumers if not for human consumption, also because of certain health care knowledge and understanding of the initiative to others to promote your health food.
popular health food in the United States The main reason is that companies often use a variety of books, newspapers and other media for a wide range of popular science propaganda in order to guide the health food consumption. in the publicity should be taken to avoid:
1, not exaggerated, does not extend the product's features. With the arrival of knowledge economy, consumer spending, awareness, health food consumption into the corporate marketing staff (even including corporate advertising agents, product distributors) for product knowledge training function. so as to avoid publicity by appearing extended from the imagination of other features.
2, avoid the use of individual cases . In the past consumers to buy health food as medicine, high expectations of health food; enterprises to sell health food products as pharmaceuticals, health food and desperately committed to its efficacy. false and exaggerated information, reinforcing the consumer functional health food unreasonable requirements. For a time, Joe Smith taking a Some companies in a variety of promotional materials. health food has become a panacea for treatment of diseases. Television exposure of lame when the ; the body vary greatly among people, publicity should be avoided absolute terms, not as a universal phenomenon of individual cases hype. try to avoid misleading consumers as a result acceptable to buy your product, as an economic function is not symptomatic waste products that your anti-propaganda. and even antagonistic to all mental health food.
3, not the pursuit of functional multi-faceted. enterprises in the promotion of the product should not be one-sided pursuit of the multifaceted nature of product efficacy Otherwise, consumers will cause you're selling, manufacturing enterprises is only its most significant propaganda that effect. In this way, someone purchased the product, feel a significant effect, but also feel that the other three negative symptoms has also been improved to varying degrees. At this time, he not only will find this the value of 10 yuan spent, but also to improve the conservation needs of other adverse symptoms to spend 30 yuan. He will be excited to make their products around the Zhangsanlisi positive publicity. On the contrary, corporate publicity the product has four effects. someone purchased the product, due to a significant effect, the other three effects is not obvious. he would think the product is only worth 2.5 yuan, 7.5 yuan the other white. He will be angry and in a timely manner as well as its surrounding Zhangsanlisi five Zhao Wang Six product negative publicity. our business plan in the development and consideration of information, they should establish a how to deal with these promotional content. believe it or not doubtful.
has matured a lot. In the past health food exaggerated, false propaganda detrimental to the health food industry. to revitalize our health food industry, companies must consciously in business behavior, consciously safeguard the health food industry image, the gradual elimination of health food people education, and methods, means and diverse. But the general lack of information on the doctor's professionalism. The doctor accepted in the school system, pathology, pharmacology, pharmacodynamics, nutrition, education, etc., but not necessarily know how to develop your health the effect of food ingredients, mechanism of action. Doctors do not understand the company's products, it is impossible to do publicity to the patient or the doctor's advice when the patient presented the recommendations of eating a health food. Now, many doctors of the health food hype have any comments, so they often send health care to patients regardless of the information with the negative publicity.
5, the publicity must not denigrate, slander, sarcasm competitors.
(1) detrimental to their own image;
marketing of health food products characterized by a large investment, large output. health food is designed based on medical theory. It's common addition to general food, the food, compared with the general, it has a look but not touched, called regulation of human food is sub-health state of the body, which have 22 kinds of regulation. Most consumers are not medicine, nutrition experts, the need for consumer guidance. Therefore, the health food is products. not a health food to eat healthy years, it has a progressive, consumers need to take some time to be able to realize its benefits. Therefore, repeated a popular advertising character.
Advertising not a panacea, no ads and is totally unacceptable. Advertising is a tool for market competition. According to an authoritative U.S. market survey research firm, the Chinese people in the world, one of the most believe that advertising, that is, they see formed after the purchase of advertising a very high percentage.
marketing practice shows that the role of advertising can not simply say strategy position and role, and to achieve maximum results.
one, the target population and media choice. With the rapid increase in China's media type, and the choice of extreme extension, the audience become ever more finely, different differences in exposure to the media audience is also growing, making contact with the media audience has become more difficult to grasp the situation. Thus, a good product to choose the target population, solve the The target population selected products effective information channel, it means that led to half of the advertising effect.
Second, advertising works. enterprises the choice of advertising is essential. China has more than forty thousand advertising company, good advertising company only a few hundred. focus on the health industry, advertising companies less. the health industry can not do without medical theory, advertising copywriters in the company have never taken medicine professional planners, it is impossible to make good health product ideas (most likely of the 38 Nobel Prize winners nucleic acid nucleic acid products tied to the joke). good creative should not give the hard sell of feeling, such as the Beijing one year term ; advertising gluttonous Night advertising effectiveness underlying factor. this point, we can theoretically be decomposed into two aspects: First, functional factors, one structural factors.
first ad features the work factor, meaning the ads works, the information content of actual use. that is, .
second is the structural factors that advertising works, is that advertising works, the expression (performance) in the form of factors. that is, that through clever, innovative, unique structure, to attract the attention of the audience, and enhance the audience's memory, inspired the audience to purchase motivations. It can be that the role of structural factors, primarily for br> Third, advertising strategy. advertising strategy is a key element of advertising effectiveness. It mainly refers to activities associated with the release of advertising time, publish content, release time (position) and a series of questions.
(1 ) Release time. timing properly, you can take the advantage of the favorable opportunity and favorable media conditions, and enhance the advertising effect. Instead, you can play a large discount to make advertising effectiveness. According to the different timing of the effect of impact, we can ad release time is divided into favorable and unfavorable time to time two. favorable or unfavorable, and the types of related products and services, such as during the World Cup, sports apparel, sports drinks and other products, is a rare good time. (health care Goods are New Year's Day, Spring Festival, 3.8,5.1,6.1,7.1,8.1,9.10, September ninth day, and various foreign section 10.1, the World Health Day, etc. and the country)
health food is not the commodity, is to enjoy life products, in a sense, it belongs to the large. On the contrary, is small. Therefore, the choice of advertising media and advertising budgets should be based on changes in national economic climate index for the development basis. Again, some of the highly seasonal health care products, such as weight loss, improve memory. If you can not must seize the opportunity to promote into the size, radio, television ads and length; the second number refers to the amount released; third is related to the number of media types.
In general, the amount of the number released, should be appropriate as well. release insufficient not only make a limited range of information dissemination, audience attention of the contact rate or rates are too low to form memories of advertising effectiveness; the excessive release, in fact, the formation of a wasted investment, the face of it, it seems that ; good, in fact, has caused resentment consumers, and the midnight world of difference between the release of results.
four basic measures advertising effectiveness enhanced
(1) media choice should be fully aware of the significant impact of advertising effectiveness. in advertising practice, Creation of attention to be much higher than the passion to study the media's enthusiasm. advertiser more willing to excellence in creative work, but rarely like a reasonable choice in the media for basic research.
(2) works to understand the function of dialectical factors and structural factors important influence on advertising effectiveness. And the key to enhance the advertising effect, is how to deal with the relationship between the two. From the perspective of effective communication, the basic rule of thumb is ; say what is more important than how to say. , by the accurate positioning, relying on the consumer What this point. Our work does not look good, it is an indisputable fact, and root of the problem, mainly because we never solve the Effect of influence. As advertising strategy advertising effectiveness is directly related to the final implementation, the practice in the ad should also pay due attention to the role played release strategy.
release strategy to play a role in the campaign, the first thing in the attention on the best campaign launch time, and pay attention to avoid adverse interference with the timing.
(4) the amount of advertising on the scientific decision-making. advocated establishing inputs for better advertising results. In this regard, both the advertisers or advertising agencies, should recognize: an effective advertising is not the result of a lot of money into a pile, but the scientific decision-making, a reasonable selection. from this sense, the advertising work can be said that a typical example of the knowledge economy: a lot of capital investment, high return advertising may not be able to return, less advertising, not necessarily achieve the desired economic benefits. In this respect , ? AC Nielsen Department told the international media in Beijing, Shanghai and Guangzhou case of consumers to purchase health care products made a survey, the ratio of health care products have never bought were 36%, 17%, 5%, and so to Look, health care products not only have a certain market, but more to the south, the people the importance of higher degree of health care products. In answer to older adults, health care products that can help cure diseases, in addition to disease, prevent ill health, the young people that it can add energy and constitution, regulating the spirit, and women use health care products primarily to improve the beauty and related phenomena caused by menopause . Many people believe that health care was chosen is because the drug has side effects, diet is too slow, not any time to exercise, and health care products is a harmless, easy to use advantages. survey shows that health care is not as people think was as useless, but because in recent years a number of health care providers to reap huge profits, do not hesitate to false propaganda, exaggerated the effectiveness of health care products, and thus lose the trust of consumers. This is where health food advertising errors.
China Social Survey Office of China's public health care spending in the country's 30 provinces to do a large survey showed that 6% of respondents expressed very interested in health care advertising, health care products like watch and listen to ads; 15% of respondents said it does not matter; while 58% of respondents are not interested in advertising on health care products; 21% of respondents said not like watching and listen to health care advertising.
ads for health care trust, said they did not trust health care products accounted for 53% of advertising that is of no confidence in advertising health products accounted for 34%. In the ads for health products or do not trust the welcome the same time there was growing emphasis on health care products surveyed word of mouth, of which 38% of respondents only in the understanding of family and friends after the use of health care products before deciding to buy their own brand; 56% of respondents, in consultation with relevant experts ( mainly medical experts), the re-determine the purchase of the brand; 73% of the respondents, through their own examples to try and gather around to decide his own brand of health care products to buy. The researchers pointed out that advertising is now overwhelming health care products, consumers are have their own considerations, power, longer-lasting marketing tool. For example, a restaurant in Beijing called Customers also been increasing. In just two to three years, the popular in the world short period of time, it and its products have become the focus of almost every country talk of the town has a direct relationship. is one of many consumers and non consumers a product of positive, negative, advantages, disadvantages such as discussion, This dispute led to a phenomenon, nor is it could be done about managers. In fact, if a company has a more unique product you can use some protagonist is a human. A common practice is to select some or a certain group (the so-called opinion leaders), to let them get to know your product and its benefits. Often, these new things and like to preach his newly discovered people, to become advocates for the obligations of an enterprise. old clients cultivate a good reputation is a business base, who recommended a product much larger than the effect of advertising a business. to create word of mouth often used in the other person is a a group of