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放眼国内市场20年,销售方式种类最丰富的是保健品,尝试最新促销方式的是保健品,名声不好四面喊打但市场总量却节节攀升的是保健品。因为保健品涵盖过广,认知混乱,技术门槛偏低,先天就已不足,再加上分属不同的监管体系,政策上留下了许许多多的空子可钻,导致市场良莠不齐、鱼龙混杂,整体信誉低下,甚至一度到了四面楚歌的境地。如何突出重围?大规模的广告自然可以提升品牌的知名度与信任度,但这是大仗硬仗,成本要求过高,不是大多数企业希望的经济适用的巧仗。和药品相比,药品的营销就如同正规军作战,即使兵行诡道也是有限的机动,而保健品营销就是非正规部队的作战,运动战、遭遇战、夜袭战等等无一不备,难度自然不可同日而语。
Looking at the domestic market for 20 years, the types of sales is the most abundant health products, try the latest promotions are health care products, reputation is not good all-around shouting but the market is steadily rising is the health care products. Because health care products cover a wide range of cognitive disorders, the threshold of technology is low, inherently inadequate, together with the different regulatory system, leaving a lot of loopholes in the policy can be drilled, leading to mixed market, mixed, The overall credibility of the low, and even once to the embattled situation. How to highlight the encirclement? Large-scale advertising can naturally promote brand awareness and trust, but this is a big battle, the cost is too high, not most businesses hope that the economic feasibility of the battle. Compared with drugs, drug marketing is just like the regular army operations, even if the line of dexterity is also a limited mobility, and health products marketing is the informal forces combat, warfare, encounter war, night attacks, and so forthrepair, difficulty Nature can not be the same.