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保健酒,是兼具酒和保健品功能的产品。保健品经历了2000年的信任危机和白酒承受了2001年的税制调整之痛后,市场销量都出现了大幅的下滑,但是保健酒的市场状态却没有受到大的影响。在最近的三年,市场销量反而以超过年30%的速度在大幅增长,保健酒的前三名:椰岛鹿龟酒、中国劲酒和致中和五加皮酒的年销售总额达13亿元之多。其中椰岛鹿龟酒,荣列中国酿酒食品行业十强名单。回顾椰岛鹿龟酒十几年的成功运作,对我们研究保健酒市场营销不无借鉴意义,但是透过椰岛鹿龟酒运作也可以看出存在的问题。在九十年代初,海南椰岛股份公司
Health wine, both wine and health products features products. Health care products experienced a crisis of confidence in 2000 and liquor suffered from the tax restructuring in 2001, the market sales have shown a substantial decline, but health wine market conditions have not been greatly affected. In the recent three years, the sales volume in the market has increased by more than 30% over the year. The top three health-care products include the annual sales of Coconut Island deer turtle wine, China Jinwei and Zhizhong and Wujiapi up to 13 Hundreds of millions of dollars. Among them, Coconut Island deer turtle wine ranks among the top ten list in China’s brewery food industry. Reviewing the successful operation of Coconut Island deer turtle wine for more than a decade has not been without any reference to our study on the marketing of health wine. However, we can see the existing problems through the operation of Coconut Island deer turtle wine. In the early nineties, Hainan Coconut Island shares