“概念营销”一词的由来,也许并非始于保健品,但是将概念营销运用到淋漓尽致的非保健品莫属。从当年的“补钙”、“补血”到后来的“排毒”、“洗肠”,保健品的概念可谓层出不穷。卫生部审批的保健功能仅仅26项,而市场上叫卖的产品概念却何止成百上千。利用人们对于保健品和药品分界的模糊认识,利用人们对于 The origin of the term “concept marketing” may not start with health care products, but the concept of marketing to the most vivid non-health products. From the “calcium”, “blood” to the later “detoxification”, “wash intestinal”, the concept of health care products can be described endlessly. Health Department approved only 26 health functions, and the market concept of selling products, but there are hundreds of thousands of. Take advantage of people’s vague awareness of the boundaries between health products and medicines