论中医药保健品的专卖店营销模式

1.摘要：在当前保健品市场快速发展的大背景下，保健品销售模式也是呈多样化发展态势，而专卖店模式是其中一个典型的销售方式。

将保健品销售与一般的专卖形式下形成的连锁门面销售模式相结合，有着特殊的成功秘诀和相比于其他销售模式如会议营销等所不曾拥有的优点。

因其首先符合中小保健品厂家降低渠道成本的需要。

其次专卖店营销符合消费者对提供服务的诉求，大浪淘沙给消费者的医药保健品消费带来了更多的理性，使得消费者对保健品的要求更加严格，再加上同类产品此长彼消，功效诉求局限性较强，已不能满足消费者的需求。

同时随着人们物质生活水平的逐步提高，专卖店营销正好可以给消费者提供健康知识的平台和保障，从而适应广大消费者的需要。

最后专卖店营销符合消费者“信任危机”的时代需要。

但是，专卖店模式也有着其固有的弊端与不足，为最大程度的避免这些不足给专卖店销售模式带来的负面影响，微观上可以从公司监督体制，员工福利待遇转型，保健产品知识的宣传工作改进和员工内部团结和员工素质及店址和地理环境等着方面来加以改进，宏观上可以从专卖店自身定位及其独特优势，保健品营销业态的发展方向，诚信形象，品牌形象和专业服务等方面来加以改进，从而促进保健品专卖店模式的健康发展。

Abstract: In the context of the current rapid development of health care products market, health care products sales model is diversified development trend,the store model is one of the typical way of selling.Health care products sales with the general form of monopoly chain facade combined sales model, has a special recipe for success and compared to other sales model such as the conference marketing never have advantages.Small and medium-sized health care products for its first meet the needs of manufacturers to reduce channel costs.Secondly store marketing meet consumer demands, Ebb Tide medicine consumer health care products to consumers brought more rational, more stringent requirements of consumer health care products, coupled with similar products long diminishing.efficacy demands strong limitations,can not meet the needs of consumers.With the gradual improvement of the people's material standard of living,store marketing can just to provide consumers with the platform and the protection of the health knowledge,so as to adapt to the needs of consumers.The last store marketing in line with consumer needs of the times of the"crisis of confidence".Store model,however,also has its inherent drawbacks and shortcomings,to avoid the negative impact of these deficiencies to the stores sales model,the micro supervision system from the company,the transformation of employee benefits,health care products to disseminate knowledge work to improve and staff internal unity and quality of staff and shop and geographical environment waiting to be improved,the macro can store positioning itself and its unique advantages,the direction of development of health products marketing format,the integrity of the image, brand image and professional services and other aspects to be improved, so as to promote the healthy development of health products stores mode.目录第一章相关知识及背景介绍1.1什么是中医药保健品？—————————41.2中医药保健品发展的背景—————————4第二章中医药保健品发展的模式2.1中医药保健品销售模式的发展史—————————42.2专卖店模式的发展背景，概念及其现状——————5第三章结合自身实践谈谈对于中医药保健品专卖店模式的理解3.1结合自身暑假在杭州本草养正堂有限公司接受培训的内容及自身对于中医药保健品专卖店销售模式的理解——73.2从常州和南昌专卖店的销售对比现状总结保健品专卖店发展的成功与不足，并且说明各自原因—————— 7第四章中医药保健品专卖店销售模式现存的问题及其原因4.1 具体分析中医药保健品专卖店销售模式制约发展的问题及其原因—————————————————8第五章保健品专卖店如何才能走出弊端呢？5.1重点发挥三大核心优势——————————95.2保健品专卖店模式健康的发展的前景和未来发展——9论中医药保健品的专卖店营销模式——以本草养正堂为例前言：自进入新世纪以来,医药保健品品种之繁多，营销手段之多样，堪称市场中一道独特的风景线，众多保健品企业都在探求适合自身发展的营销模式。

体验营销、会议营销、服务营销、数据库营销，甚至网络营销等营销模式纷纷出笼，并被越来越广泛地应用。

然而在红红火火一阵后，如今终于步入了寒冷的“冬天”。

中国医药保健品市场呼唤着一种更科学合理，并适合中国市场现状的新营销模式。

为此，集形象展示、沟通交流、产品销售、售后服务为一体的专卖店服务营销模式姗姗来迟。

为了更好的了解保健品行业，更深入的了解专卖店销售模式，本文将作出对于保健品行业专卖店销售模式的分析。

在当前社会保健行业专卖店销售模式欣欣向荣发展的同时，我们还应看到这种专卖店形式销售保健品的方式必然存在着弊端。

其问题主要表现在：操作心态不健康，服务设施缺乏针对性，形式单一，并且在产品的陈列、宣传品的布置等方面也明显缺乏规范化、生动化和系统性等缺点。

如果保健品专卖店想要持续运营，长期发展就必须规避以上问题的出现，并充分利用专卖店的独特优势，第一要立足于专卖店销售模式并不断实现专卖店模式具体经营方式的创新，同时充分做好专卖店的营销管理工作；第二要立足于消费者对保健品行业的信任,要重振市场, 第一步是重树诚信形象, 在广告宣传上贯彻“如实告知、充分告知“的市场宣传原则；第三要严把质量关, 树立品牌形象；第四要高举专业服务的旗帜努力把保健品专卖店打造成为新的营销利器以实现综合健康服务平台功能；第五要提高店员的素质；第六选择交通便利地理位置优越的店址。

从而努力把保健品专卖店打造成为新的营销利器。

Since entering the new century, the numerous varieties of medicine and health products, the variety of marketing tools, called a unique landscape in the market, many health care products companies in the search for their own development marketing model. Experiential marketing, conference marketing, service marketing, database marketing, and even network marketing, marketing models have emerged, and is more widely used. However, in the booming after a while, and now finally entered the cold winter. Chinese medicine and health products market calls for a more scientific and reasonable, and the status quo for the Chinese market a new marketing model. To do this, set image display, communication, product sales, after-sales service as one of the stores service marketing model long overdue. In order to better understand the health products industry, a better understanding of store sales model, this paper will be made for the analysis of the health products industry stores sales model. We should see this form of store sales of health care products in the thriving development of the social care industry stores sales model, there must be drawbacks. The main problem: Operation unhealthy state of mind, the lack of specific facilities, a single form, and the apparent lack of standardization in the layout and other aspects of the product display, promotional materials, vivid and systematic shortcomings. Long-term development must be to avoid the emergence of the above problems, and take advantage of the unique advantages of the store, the first to be based on the stores sales model and continue to store model specific mode of operation of innovative health products stores to continuing operations, at the same time do a good job thestores marketing management; second based on the trust of the consumer health products industry, to revive the market, the first step is to rebuild the image of integrity in advertising on the implementation of the "truthfully inform fully informed marketing principles; third, we must strict quality control, establish a brand image; fourth, we should hold high the banner of the professional services health products stores and strive to build a new marketing tool to achieve integrated health services platform; fifth to improve the quality of the staff; sixth select strategic location and convenient transportation shop. Health products stores in an effort to build a new marketing tool.关键词：中医药保健品，专卖店销售模式优势，保健品专卖店模式的不足，行业服务，品牌经营，创新运营正文Keywords: in medicine and health products, the advantage of store sales model, the lack of health care products store model, industry, services, brand management, innovation operators：第一章相关知识及背景介绍1.1什么是中医药保健品？传统意义上的医药保健品，大多主要以传播养生健康系统知识，以《神农本草经》、《本草纲目》、《黄帝内经》等传统中医药文化为基础，产生了市场上诸多的中草药滋补养生行业。