保健品

一、保健品主要产品分类

1.美容养颜保健食品

2.排油、清毒素、减肥保健食品

3.改善睡眠类产品

4.补血产品

5.补钙类保健品

6.补肾壮阳类产品

7.提高免疫力类保健品

8.健脑益智产品

9.降血脂类产品

10.复合维生素类产品

11.降糖类保健品

二、目前保健品市场的主要问题

1.虚假、夸大宣传，造成消费者对保健食品信任程度降低；

2.低水平，同质化现象严重；

3.管理法规不完善；

4.假冒伪劣保健食品泛滥；

其中宣传问题成为影响中国保健食品行业发展的最大障碍。据中国消费者协会与中国保健科技学会对保健食品宣传内容进行调查的结果表明：宣传内容不符合有关法律法规的占73.5％，其中对产品功能进行虚假宣传的占42.1％；另外，未经过卫生部批准，擅自宣称产品具有保健功能的占31.4 ％。

另据北京联合大学应用文理学院目前公布的一项调查结果显示，消费者认为保健食品能达到预期全部效果的只占3％，认为部分有效的为60％，认为没有任何效果的为用26％，认为有副作用的为2％。展览营销这从某一侧面显示中国保健食品业的诚信度岌岌可危。

三、消费者市场

1、南北保健食品市场的种类需求明显不同

3、消费者水平不统一

大部分消费者不明确自己对保健品的需求。或分不清保健品的区别。大部分消费者会严格按照使用说明服用保健品。

四、主要营销方式。

1、口号试营销

通关简单的口号及大面积的广告辐射。是产品迅速成为消费者耳熟能详的大众产品。如脑白金“今年过节不收礼，收礼只收脑白金”

2、事件营销

通过某一事件，增加消费者对产品的认可度。如：养生堂龟鳖丸的“海南寻真”活动，让消费者直观的认识到产品的真材实料，安全可靠。

3软文营销

通过在一些专题杂志或网站发表文章宣传产品功效，获得潜在消费者的认知和青睐。

4、终端营销

把握销售环节的最后一厘米。在零售终端渠道造势，并配合营销顾问（促销人员）。在终端或者直接获取消费者信任，增加产品销量及认知。或建立自主的销售渠道及网点。

5、品牌营销

通过签约明星代言或大型活动冠名。联系品牌主题。增强品牌的知名度 如安利，一直保持着体育健康理念。紧抓奥运，签约国际体育明星等。

五、销售模式

1、直销式。

安利目前是我国最成功的直销类型公司。由于相关法律规定及安利的销售策略，

图为安利销售模式图，箭头方向为安利产品流通方向。

网点具有多重功能，既可以通过门店形象提高品牌认知并销售产品。而且还可以用于向直销人员发放产品的中转仓。

安利人员销售积极主动性高的第一原因在于高额的薪酬，及晋升机会。

图表中显示为直销人员需完成的销售指标及可获薪酬。这其中并不包括团队领导收益。如银章将，钻石奖。季奖、年奖等。

并且安利公司善于转换消费者和销售人员的关系。安利公司强调每位销售人员都应该使用安利产品，并把亲身经历传达给消费者。而消费者因安利入职简便并工作时间比较随意。并且销售人员出于团队激励制度的原因，热衷于发展团队。至此消费者和销售人员互相转换中，销售人员和消费者队伍像滚雪球一样发展壮大。

2、社区销售

与直销方式相似。通过对社区的文艺活动冠名期间宣传。或开设专题讲座引导。增加消费者对产品的认知以及拉近与消费者的距离。推销产品。主要以对保健品需要大，并由充足时间的中老年消费者为主。

3、团购/特殊渠道

推销给企业或机关单位。作为礼品、福利发放。

4、终端销售

重视与终端渠道零售商的关系，及专柜形象，营销顾问素质等问题。以最直接的方式抢占份额。加强对营销顾问的培训对终端销售期待重要作用。汤臣倍健公司对其营养顾问上岗前进行一个月的培训。并且上岗后也会进行定期培训。力求增加顾客的消费体验，以及对营养知识的需求。

下图为汤臣倍健专柜及门店形象。

 

第二篇：酒店市场部营销工作总结

Carry a pen to write summary, adumbrative time job of a year already went. After-thought year a variety of plan plans in summary, impressional good people is much! Baconian summary is as follows: (one) the summary of integral environment current situation of this year market: Size of ⒈ industry market changes area of soup abdicate lake opened sunshine coast newly to go vacationing again this year village and Wotehaosi are villatic group, lie dragon mountain villa. This makes the whole of area of lake of whole soup abdicate recieves ability to strengthen many, at the same time each other competition also was strengthened. ⒉ brand spends the trend that reachs periphery of conference of competitive state urban district to change to be being formed centrally, course of study has with forming the area of dimensions: Of the avalokitesvara island of feeling of pool of lily magnolia day, filial piety, Cai Dian go vacationing the Shang Chi of direction of the Shang Xun lake of the phoenix mountain villa of the littoral city of mouth of village, Dun, E Zhou, Jiang Xia, Xian Ning. Among them the brand advantage of river summer area is centered in cropland of carry on one’s shoulder between meeting place and dream season lake. Lying of heartland we have advantaged advantage on geography, will be carried on henceforth and aggrandizement, be like: Add do wait to the roadside advertisement before guesthouse door from Macao mountain villa. Note inferior position of noisy of roadside guesthouse environment on the sale at the same time, adjust sale strategy at any time. Share of ⒊ competition market ranks change from year market competition portion ranks the 4th (the rank is ordinal for: Mountain villa of lake of dream season lake, cropland of carry on one’s shoulder, soup grandson, guesthouse) rise to the 3rd. Of whole famous degree also relatively on year have substantially increase. At the same time fixed passenger source increases to many; Change of ⒋ channel mode and characteristic year the sale is given priority to with single main body, the mode of the sale is onefold. We built business to classify whole to be sold continuously this year, travel agent and conference company component are sold, the multiple sale mode that network interconnected system makes work. Change of ⒌ terminal voice and characteristic year hotel sale is a level, namely the market and sale are finished together, do the market does not have departure with the sale that finish. This year, we already parted two jobs on the concept, and the implantation of proceed market: We establish effective client record this year, among them enterprise or business unit door, special dinner client, cent sells unit door. The sale terminal configuration this year forms funnel model (namely: The market develops passenger source, sale extensively to do good service to put in a mouth ‘s charge) , and to socially sale double track makes directional progress. Change of ⒍ consumer demand offers housing service, meal service, entertainment service to already cannot satisfy conference market demand for the guest merely. The change of demand of the person that begin to ask for offset to expend this year we are group client cent group of general business affairs and special tourism group. Have the development that solicits pair of sexes travel permit of circumjacent travel line. Main competitor sells ⒎ market this year expressional “ bosom friend telling the other, 100 battle do not danger “ this word church our very much thing. Seek the outstanding sale pattern of surveyor’s pole enterprise, the difference that digs oneself and surveyor’s pole enterprise and inadequacy also are us the main job this year. In the sale job of annual, the chain information of dream season lake manages, of cropland of the sale of net of human relations in society that has affinity extremely, multiple sale of mountain villa of soup grandson lake, carry on one’s shoulder decide a depth client management to wait, be worth us study and draw lessons from. (2) branch of ⒈ of of

summary of work of this year department is built sectional staff is enough first half of the year, market system is whole. Second half of the year is undermanned, market system invalidation. ⒉ department staff fosters market department to have personnel name. Through the burnish of large half an year, they master market sale basically already to run. But business technical ability and professional spirit respect still need to strengthen. As a result of sectional staff little, task is weighed, reason major skill grooms insufficient. Of ⒊ and other department cooperate with and hotel is other of the branch cooperate to had been compared, in pool the wisdom and efforts of everyone the respect still should be strengthened. (3) new year job plans “ carry prepares Yu Wei to tent in, decide the issue of the battle is besides a thousand li “ . Job of new year sale plans I feel ambitious tone look for a job is prior, the system spends integral sale job in the round to undertake deploy of politic sex program for guesthouse New Year. But we understand year sale job plans even is not marketing plan, the train of thought of politic sex job that just is based on year to analyse summary, specific and detailed marketing plan still needs to decompose a quarter or monthly is made, only such ability have real sense. ⒈ target directs the protocol of sale target is the key that sale of the coming year works. In program of work of new year sale, what should do above all is, target of construction of the sale objective with overall annual, charge target, profit target, channel development target, terminal, personnel configures the protocol of the target, among them: Sale target is all ages, charge target is all ages, channel development target is year, terminal construction target is an individual year, personnel configures humanness. The new product that ⒉ product plans to analyse according to consumer demand develops plan, product to reform the plan has: Kinds augment guesthouse product is old, become not popular advocate hit a product to be deputy belong to a product (if cover the ambassador,change 4 worlds, offer a group to Wu group is consumed and can enhance daily sale) , match ethical culture village and guesthouse, match club of teaching and administrative staff and guesthouse, wait for travel circuitry and guesthouse collocation. ⒊ brand popularizes market image promotion to plan to have: “ forum of height of sale of hotel of college rear services “ brand of lake of congress, Shang Xun extends a plan “ bolus of renown section name “ . ⒋ group support is carried out successful and efficiently to ensure sale of the coming year to work, guesthouse still needs to pass practice hard “ exercise to benefit the internal organs “ come flow of aggrandizement key work, crucial system will foster an organization to implement power, with better development client, reservation client!