Of diseased trees and trees spring ahead - health care products into the era of brand management.docVIP

 PAGE \* MERGEFORMAT 18 Of diseased trees and trees spring ahead - health care products into the era of brand management If you use ‘blossoming’ of the idiom metaphor in previous years, health care products market is the most appropriate to, and early in the development, health care products market is like a gold mine, attracting crowds of bold pioneers and adventurers swarm , as long as you are better than others, early, daring enough, get into is the one there is a demand and relatively empty market, do not even need the support of market research, relying on a concept, an advertising films, some simple and practical means to promote , you can earn pots filled bowl full. The surface is ‘gold’ limited resources, deep more often because of this ‘gold’ over-exploitation, short-term predatory means to cause the operation of advance health care products entered the winter in 2000, output value of China’s health care products is 500 million, while the value of health care products in 2002 fell to 200 billion yuan, which was once hailed as the most potential market, but now it only ‘secretly zero’ any more. To sum up, five major pathogenic factors have led to today’s health care products has become a ‘disease tree’: First, health care products enterprises to invest in small and dispersed, it is understood the majority of enterprises in the Chinese health products for small and medium enterprises (accounting for the entire health care products 60% of the total number of enterprises), the scale of investment of more than billion, and only 1.45%. The main purpose of small business is to survive, as long as the money, he can do anything while they have a strategic significance, let alone the concept of the brand. Second, over-reliance on advertising promotions, neglect research and innovation, and some advertising costs up more than 30% of sales, while almost no research and development costs of inputs, as most have adopted the right to buy or outsource the product