《中草药保健酒市场分析》-崔静-胡华平.docVIP

农家中草药保健酒市场分析 摘要：近年来面对白酒多饮有害健康的负面认识洋酒、啤酒等潜在消费人群正日益萎缩面对着这个不争的事实众多的白酒企业为了摆脱困境寻求新的增长点和突破口纷纷进入保健酒行业希望能够在保健酒行业中找到举足轻重的一席之地因此保健酒市场由于利润较高逐渐呈现出了繁荣之势。综观国内的保健酒市场专家指出当前中国保健酒产业作为一个成长性的行业在国内尚未形成一个响当当的全国性领导品牌中国保健酒的市场基础非常 薄弱仍处于战国时期规模品牌屈指可数。随着人们生活质量的逐渐提高消费观念和健康意识的日益增强无疑为保健酒这个古老而又未形成规模的产业带来了巨大的市场发展空间。一年兴起一个品牌一年倒下一个品牌是保健酒行业的一种生存写照一炮而红却后继乏力是保健酒行业最需克服的毛病保健酒眼下属于群雄并起的时代新秀要想脱颖而出并非易事天时地利人和等因素都没法占得先机。 In recent years the face of liquor drinking is harmful to health negative cognition， wine， beer and other potential consumer population is increasingly atrophic， facing the fact that does not dispute， in order to cast off predicament ， seek new growth point and a breakthrough，numerous liquor company have entered the health wine industry， hoping to be able to play a decisive role in health wine industry to find in a space for one person. due to higher profits， the health wine market is gradually showing a prosperous and powerful.Having taken a broad view of the domestic wine market， experts pointed out: as a growth industry，Chinas health wine industry at present， has not form a big national leading brand at home .the foundation of Chinese health wine market is very fragile， still in the Warring States period， and the scale of the brand can be counted on ones fingers. As the life quality of people rises gradually， consumptive idea and health awareness is increasing day by day， which no doubt makes the health wine ，this ancient and did not form dimensions industry develop a lot.A rise of a brand， a year down a brand， is a survival portrayal of fame of health wine industry . but the subsequent lack of health is the problem that wine industry need to overcome ，.health wine now belongs to the warlords and the times， which is not an easy thing for rookie to talent showing itself at the right time and other factors. 关键字：保健酒、市场分析、营销 引言：由前人的调查得知近年来保健酒行业增长强劲新品牌不断涌现。从2000年开始保健酒以年均超过30%的增长率超过了白酒的市场增长。2006年保健酒市场的总规模已达到了50亿元2007年保健酒以更是以70亿元的销售额引起人们的广泛关注预计2012年保健酒的行业规模将会超过130亿元超过黄酒成为中国酒水家族的第四名。但保健酒产品定位不准