人口老龄化背景下的保健品市场营销策略__论文_LunWen_Full.docVIP

版权所有者：czqilu（原著者） 学号： 全部 地 球 大 学 毕业设计（论文） （届） 二○○年六月  人口老龄化背景下的保健品市场营销策略 摘 要：中国在社会进程中人口老年化的过程也来越快，中国老龄人口越来越多，目前中国社会已进入了人口老龄化社会。随之新的老龄化市场带来了诸多新的机遇和挑战。中国老龄化市场目前尚未完全发展成熟，还属于一个年轻的产业。近年来，随着中国市场经济的快速发展，老龄消费市场也逐步走向理性化，老年人对自己的生活质量要求也随之提高。在这种背景下，给保健品营销带来无限的机遇和挑战。保健品可以说是老年人日常生活中不可或缺的一种消费品。如何更好的，更有成效的评估、考量保健品的市场及销售策略是很重要的。本文将首先简述中国人口老龄化的背景，提出我国人口老龄化的特征及其影响，对人口老龄化带来社会和经济的一干问题进行分析。本论文阐述了中国老龄化市场自身特色，然后引入老龄人保健品营销的问题，运用大学所学市场营销理论、消费者行为学等若干知识体系对其具体分析，提出问题，阅览成功案例，借鉴国外相关产业成熟的发展策略，研究并找出问题解决的方向。 关键词：人口老龄化；保健品；老年市场；市场营销 The marketing strategy of health products against the background of population againg Abstract：During the course of social advancement, China experienced a rapid aging process which contributed to the larger and larger aged population. At present, China is already an aging society that faces many opportunities and challenges. The agedness consumption market in China is still immature that promises a bright prospect. In recent years, with the rapid development of China’s market economy, the agedness consumption market in China is stepping into a rational stage in which the aged demands better quality of life. Against this background, the health product marketing is bestowed with enormous opportunities. Health products are the necessary consumer goods in the daily life of the aged people. Thus, it is important to effectively evaluate the marketing strategy of health products. Firstly, this thesis summarizes the background of China’s population aging, illustrating its characteristics and impacts and analyzing the social and economic issues that it arouses. Secondly, the thesis elaborates the features of the agedness consumption market in China and introduces the issue of health products marketing. Thirdly, the thesis analyzes specific cases, based on the marketing theory and consumer behavior theory and proposes issues. Finally, the thesis researches on these issues and tries to solve them, borrowing mature strategies applied in the foreign relevant