保健食品在市场营销中存在的问题及对策研究.doc

毕业论文（设计） 题 目：保健食品在市场营销中存在的问题及对策研究 系部名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： 2011年5月26日 PAGE \* MERGEFORMAT III 摘 要 在当前市场竞争日益激烈的条件下，保健品市场营销日益受到人们的关注。我们必须充分了解和掌握保健食品及保健食品市场的特点科学合理地运用营销手段使保健食品产业得以健康发展造福人类。 本文通过收集整理有关保健品行业的相关信息，对保健食品市场营销状况进行分析，针对保健食品市场营销中出现的虚假广告问题、过度包装问题、产品诉求同质化、营销诉求同质化问题以及不能合理定位产品消费群体等问题，提出了建议尽快修订新法规、给企业建立诚信档案、对虚假广告的明星代言人实行法律连带责任、强制取缔过度包装、保健食品要有合理的市场定位等对策，以期对从事保健食品市场营销的同仁有所帮助，促进我们保健品市场健康可持续发展。 关键词：保健食品，保健市场，市场营销 Study on existing problems and concrete advices of health food market Abstract Facing the intense market competition, the public are paying more and more attention to health food. Therefore we must understand and grasp the characteristics of health food (HF) and HF market, to conduct the HF market under a quick and healthy development, and to benefit mankind. This paper applied some basic theories of statistics and marketing, collected relevant data, and analyzed the current situation in HF market. In this paper, to solve existing problems in HF market, such as fraudulent advertisement, over packing, product homogeneity, marketing strategy homogeneity and un-reasonable position of customs, we also suggested several concrete advices, which include revision of legislation, building enterprise faith archives, putting a lid on over-packing, reasoning marketing strategy in HF market. We hope that this paper will provide useful information for these who are willing to understand and develop strategies in HF market, and to promote sustainable development of the HF market in China. Keywords：Health food Health food market Marketing 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc293268606 1 前言 PAGEREF _Toc293268606 \h 1 HYPERLINK \l _Toc293268607 2 我国保健食品行业的发展历程 PAGEREF _Toc293268607 \h 2 HYPERLINK \l _Toc293268608 2.1 保健食品概述 PAGEREF _Toc293268608 \h 2 HYPERLINK \l _Toc293268609 2.2 我国保健食品行业的发展历程 PAGEREF