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保健食品能较好地补充人体的营养物质 ,提高机体的免疫力 ,可以预防或辅助治疗某些疾病 ,受到消费者的欢迎。目前我国虽然开发了不少保健食品 ,但与国外相比 ,仍有较大差距 ;且很多保健食品先天不足 ,不能较好地满足消费者的需求。要开发适销对路的保健食品 ,必须从市场营销的角度出发 ,即先了解消费者的需求 ,然后再开发出消费者需要的保健食品 ,并要讲究营销策略 ,将产品推向市场 ,营销策略包括产品策略、定价策略和促销策略等。
Health food products can better complement human nutrition, improve the body’s immunity, can prevent or assist in the treatment of certain diseases, welcomed by consumers. At present, although many health foods have been developed in our country, there is still a big gap compared with other countries. Many health food products are inherently deficient and can not meet the needs of consumers well. To develop marketable health food, we must start from the marketing point of view, that is, to understand the needs of consumers, and then develop consumer health food products, and to pay attention to marketing strategies, product marketing, marketing strategy Including product strategy, pricing strategy and promotion strategy.