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来源：百度知道 编辑：UC知道 时间：2024/05/02 08:21:36
保健品顾问营销模式的适用性分析
摘要
保健品产业是21世纪代表人类社会经济发展方向的朝阳产业之一。保健品行业在中国兴起于20世纪80年代，发展了将近20年，在这20年中保健品企业依靠广告支撑销售，这个传统营销模式为其攫取了高额利润。但由于传统营销模式只注重销售、不注重品牌和质量；部分企业投机性短期行为等导致消费者对整个保健品行业产生了信任危机，进而导致了整个销售市场的低迷。在此背景下，保健品行业正在极力呼唤着能适应本行业更好发展的营销模式，业内人士也纷纷对保健品营销模式进行探索和创新，本文认为保健品营销更应该注重的是企业掌握目标消费者资源，向目标消费者提供健康顾问服务的能力，即以提供健康服务为特征的顾问营销模式。文章在对顾问营销模式的内涵进行准确把握的基础上，就保健品行业的顾问营销模式的适用性及其应用模式进行较全方位的剖析；指出顾问营销模式以其服务性、可持续发展性、适用性更适合保健品企业的未来发展，相信顾问营销模式能够使保健品行业走出冬天，走向成熟。
关键词：保健品 营销模式 顾问营销模式
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applicability analysis for consultant marketing modes of health-care product
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