药妆

relocate products
注意两点：编故事 找文化 2 points: story, culture
ⅱ采取跟进策略
strategy follow up
注意两点：傍名牌 靠大树 depends on famous brand
ⅲ降低推广成本
reduce popularize cost
注意两点：新工艺 新视觉 2 points: new technique, new sense
（1）行业发展趋势来看 development trend 明确战略 树立品牌 make clear strategy , branding
（2）市场目标消费趋势来看 marking target and consume trend 服务精细化 差异化 促销人 性化 多元化 careful and difference service, humanity and diversity promotion
a、与产品的差异化有关 （避开竞争avoid competition） 好产品贵在好策划 outstanding products need excellent strategies 产品导向（技术、物质的）——市场导向（营销、精神 的） production direction (technical,substantial)---market direction ( marketing, immaterial) 缺点——特点——卖点——亮点 disadvantage-character-focus-excellent results 产品是形 概念是神 形神兼备才是好产品 production is body, idea is spirit, an outstanding production needs both of them
b、与促销生动化有关（增加人气） sales promotion ⅰ、折扣日日升 discount ⅱ、送货上门 deliver goods ⅲ、低成本运作（最经济最合理的投入实现市场最 大化回报） low costs of operation
c、与服务人性化有关（强化口碑） service humanization ⅰ、售前、售中、售后 before-sales , sales, after-sales ⅱ、“白加黑”服务” “white+ black” service ⅲ、“五心级”服务 （爱心、诚心、用心、专心、细心） love, honest, concentration, attentive
●中央电视台认定的中国最具影响力营销策划100 人之一 top 100 of the most influence marketing moving spirit of China (CCTV) ●《亚洲新闻人物》周刊认定的中国杰出营销实战 专家之一 one of the most outstanding marketing expert of China by “Asia news character”
（4）服务不精 unversed service （5）执行不细 unmeticulous execution （6）传播不佳 inefficient Propagation
精于品牌！ 胜于理念！ 强在战略！ 成于员工！ brand, idea, strategy, employee
ⅰ重新定位产品
▲剔除
传统思维＋传统习惯
eliminate
traditional thought + traditional habit
▲减少
互动＋共赢
decrease
interactive+ mutually beneficial
▲增加
百度文库
需求细分
increase
requirement
▲创新
精准——精细——精益 品牌意识
●中国十大杰出营销人 top 10 of marketing agent in China ●蓝哥智洋国际行销顾问机构 CEO CEO of Langezhiyang International Marketing Institution ●清华大学高级工商管理总裁培训班导师 tutor of MBA class for presidents of Qinghua University
功能性食品及药妆品迅速 打开市场大门的成功策略
Strategies of successful marketing functional food and medical cosmetic
主讲人：于斐
Lecturer: Yu Fei
●著名品牌营销专家 famous expert of brand marketing ●中国品牌杂志首席专家 top expert of famous magazines of China ●中国证券报特约品牌顾问 engaged adviser of China Securities Journal
谢谢大家！
Thanks to everyone as well !
一、功能性食品及化妆品市场营 销失败原因分析 reasons of the failure of marketing strategy for functional food & makeup
（1）定位不准 inaccurate orientation （2）概念不清 unclear idea （3）模式不明 unclear mode
▲产品创新（定位精、概念新、诉 求准）
product innovation (accurate
orientation, new idea, accurate appeal)
a、明确服务对象 make clear our customer b、功效是基础 核心是概念 营销是关键 efficacy as base, core as idea, marketing as key c、核心利益——附加利益 key benefits---loading surplus d、蓝海四部曲 blue sea 4 steps
ⅳ丰富产品系列
enrich series products
注意两点：定主题 寻基调 2 points: theme, keynote
二、功能性食品及药妆品永续经 营的法宝
trump of successful marketing strategy for functional food & cosmeceutical products
bring forth new idea
exact-careful-excelsior
三、功能性食品及药妆品现代营 销的发展方向
development orientation of marketing strategy for functional food & cosmeceutical products
（3）整合营销角度来看 conformity the distribution
定位精、服务优 good orientation and service 核心竞争有卖点 core competition
软件优、硬件好 good software and hardware, 客源拓展有基础 expand passenger source 重技术、强宣传 pay attention to technique and publicize, 品牌提升有保障 improve the brand
ⅳ、“5S”服务 5S service smile（微笑） speed（速率）sincerity（诚 信） security（安全） sostenuto（跟踪） 短信＋贺卡＋礼物 SMS+CARD+PRESENT v、“健康世纪行 美丽嘉年华” health and beauty （养生——养心——养肤） (body---heart---skin)