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摘要：在中國保健品營銷的歷史上，曾出現過兩次高潮，第一波是太陽神口服液的沖擊，第二波是三株口服液的崛起，而眾所期待的第三波卻久久沒有出現。筆者對此進行了思考。

首先筆者從經營者自身出發，認為保健品做不成，做不大，經營者要在自己身上找問題。接著提出要從誠信和務實兩個層面，實事求是，具體問題具體分析。不唯上，不唯書。從戰略制定到隊伍建設，到渠道建設，到廣告策略，到資金的運轉，到終端的建設……，每一個環節都要求實事求是，不可自欺欺人。

而后筆者從戰略、隊伍、通路、廣告策略四個環節對于保健品營銷之路進行了探討。

戰略。筆者提出要誠信務實地做好樣板市場，全面復制的觀點。

營銷隊伍。筆者提出“有什么樣的人，決定能干成多大的事。沒有嫡系部隊，光靠空降兵的職業素質，在保健品營銷中，基本上是異想天開。我們必須實事求是地看待這個問題，否則是要吃大虧的。”的觀點。

通路（經營商）。筆者提出了要用誠信、務實的企業文化同化經銷商的觀點。

廣告和策略上。筆者認為保健品現在面臨的核心問題是信任問題，而廣告策略的核心就是針對這個問題，以誠信和務實的精神，做好全面細致的思想工作，并對務實的涵義進一步進行了闡述。

最后，筆者畫龍點睛“路——誠信之路，務實之路，我認為這是目前中國保健品營銷的必由之路。

關鍵詞:保健品營銷誠信務實

Abstract:InthehistoryofhealthprotectionproductsmarketinginChina,iteverappearedtwotides.ThefirstwavewastheimpactoftheApolloOralLiquid;thesecondonewasthegrowingupofSanzhuOralLiquid.Howeverthepeopleexpectedthirdwavehasn’tappearedforalongtime.Thewritertakesponderingonit.

Firstlyfromtheoperatoritself,thewriterthinksthatwhyisthehealthprotectionproductsbusinessnotsuccessfulornotinmassmarketing?Theoperatorsshouldseekthereasonfromthemselves.Insuccession,thewriterraisesthatfromtwolevelsofgoodfaithandpracticabilityandinthepracticalandrealisticmannertoconcretelyanalyzetheissue,notworshipingboththeauthorityandthetheory.Fromstrategyconstitutingtotheteamconstruction,channelconstruction,advertisementtactic,capitaloperatingandtheterminationconstructionandsoon.Toeveryringjointweallneedpracticalandrealisticmannerandinsteadofself-deceiving.

Consequently,thewriterapproachesthemarketingmethodofthehealthprotectionproductsfromthefourringjointsofstrategy,marketingteam,distributionandadvertisementtactic.

Onstrategy,thewriterraisestheviewpointsthatinthemannerofgoodfaithandpracticabilitytodobetterthesamplemarketandtotallytoreplicateit.

Onmarketingteam,thewriterhastheideathatwhatkindofpeopledoeswhatkindofbusiness.Inthehealthprotectionproductsmarketing,itisimpossiblethatwithoutauthenticprofessionalmarketingteam,onlydependingonunprofessionalvendors.Sowemustbeinpracticalandrealisticmannertoconcerntheissue,otherwisewemaymeetWaterloo.

Ondistribution(operator),thewriterstickstothestandpointthatusinggoodfaithandpracticabilityenterpriseculturetoassimilatethedistributors.

Onadvertisementandstrategy,thewriterbelievesthatonhealthprotectionproducts,thecoreissuepresentlywefaceisthetrustingone;moreoverthecoreofadvertisementtacticisfocusingonthequestion.Bythespiritofgoodfaithandpracticabilitydobetterthetotalandcarefulbusinessinstruction.Andthewriterelaboratesthemeaningofpracticability.

Finally,thewriterconcludes“thewayisgoodfaithwayandpracticalway,IthinkthatistheonlywayofthehealthprotectionproductmarketinginChina”.

Keyword：Tealthprotectionproduct,Marketing,Goodfaith,Practicability