[论中医药保健品的专卖店营销模式.docVIP

摘要：在当前保健品市场快速发展的大背景下，保健品销售模式也是呈多样化发展态势，而专卖店模式是其中一个典型的销售方式。将保健品销售与一般的专卖形式下形成的连锁门面销售模式相结合，有着特殊的成功秘诀和相比于其他销售模式如会议营销等所不曾拥有的优点。因其首先符合中小保健品厂家降低渠道成本的需要。其次专卖店营销符合消费者对提供服务的诉求，大浪淘沙给消费者的医药保健品消费带来了更多的理性，使得消费者对保健品的要求更加严格，再加上同类产品此长彼消，功效诉求局限性较强，已不能满足消费者的需求。同时随着人们物质生活水平的逐步提高，专卖店营销正好可以给消费者提供健康知识的平台和保障，从而适应广大消费者的需要。最后专卖店营销符合消费者“信任危机”的时代需要。但是，专卖店模式也有着其固有的弊端与不足，为最大程度的避免这些不足给专卖店销售模式带来的负面影响，微观上可以从公司监督体制，员工福利待遇转型，保健产品知识的宣传工作改进和员工内部团结和员工素质及店址和地理环境等着方面来加以改进，宏观上可以从专卖店自身定位及其独特优势，保健品营销业态的发展方向，诚信形象，品牌形象和专业服务等方面来加以改进，从而促进保健品专卖店模式的健康发展。 Abstract: In the context of the current rapid development of health care products market, health care products sales model is diversified development trend, the store model is one of the typical way of selling. Health care products sales with the general form of monopoly chain facade combined sales model, has a special recipe for success and compared to other sales model such as the conference marketing never have advantages. Small and medium-sized health care products for its first meet the needs of manufacturers to reduce channel costs. Secondly store marketing meet consumer demands, Ebb Tide medicine consumer health care products to consumers brought more rational, more stringent requirements of consumer health care products, coupled with similar products long diminishing. efficacy demands strong limitations, can not meet the needs of consumers. With the gradual improvement of the peoples material standard of living, store marketing can just to provide consumers with the platform and the protection of the health knowledge, so as to adapt to the needs of consumers. The last store marketing in line with consumer needs of the times of the crisis of confidence. Store model, however, also has its inherent drawbacks and shortcomings, to avoid the negative impact of these deficiencies to the stores sales model, the micro supervision system from the company, the transformation of employee benefits, health care products to disseminate knowledge work to improve and sta