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1、医药保健品怎样运作老年市场（How will health care products operate in the elderly market）With the increasingly rich and perfect material conditions, the vast majority of China, which is entering the aging society, is facing the problem of health care for the elderly. The health and psychological problems of the el
2、derly are becoming increasingly prominent. As the pace of integration of urban and rural construction of our country to speed up the city and rural, health problems of the elderly, is forming a powerful torrent shock medical health field, not only in medical treatment, has been updated with the prog
3、ress of the service, is the pursuit of health and health care of new type. Therefore, as a manufacturer of medical and health care products, we should also grasp the future research and development of elderly health care products in china.At present, the difference between the south, the north, the
4、East and the west of the country is still very big. How to do a good job of product research and development and sales in the elderly market is also essentially different. However, the goal of health is consistent, and the market prospect of manufacturers product research and development is also in
5、line with the current social and market development status. How to do well in the elderly market in marketing is the key? What kind of products will be developed for todays elderly? A reasonable strategy and tactical arrangement should be made for different stages and regions.First, the market basis
6、 of elderly productsThe market development of aged products should follow the national customs of china. Gift market gradually mature, will greatly accelerate the R & D and sales of older products. Starting from the realistic situation, the main object is the product for the elderly in the elderly,
7、namely consumers over the age of 40, can be incorporated into the development and sales of old products, old products have many typical, with cultural background and setting, such as the elderly early to bed and early to rise, the physiological needs of the elderly, the elderly peoples behavior and
8、so on. Therefore, when developing and selling old age products, they can be divided into the following categories:1, functional elderly productsThe functional products of the elderly mainly in the elderly itself health, such as disease, so the existing medical care products on the market in the main
9、 disease has three kinds: A B stomach; cardiovascular disease; rheumatism C; D type of diabetes, stroke and other auxiliary 2, health care products for the elderlyHealth care is mainly to prevent the occurrence of senile diseases, such products are mainly reflected in the human body disease symptoms
10、 of nutritional health care. For example: calcium, zinc, iron, blood oxygen, kidney, health drinks etc.3, the elderly daily life productsThe happiness of family life is very important for old people. Effect of daily life in the elderly life is very great, so this kind of product which is more popula
11、r, currently on the market is the class, class, sleep, bowel ventilation improves appetite and so on.Two, the elderly market, with the continuous improvement of living standards in recent years, the market environment has undergone major changes. Especially in the south of the Yangtze River, the con
12、sumption potential of the elderly market is increasing year by year, speeding up the product coverage of factories in such areas. Senior product development efforts have also reached a peak, the Ministry of Health approved the function of 22 kinds of health care products with the development of the
13、market, have showed the same type of product surplus situation, resulting in a rush of the scene, in the terminal market link so market to optimize the combination of advantages of emergent products tend to raise have the opportunity. In fact, the elderly market is not a very easy thing to do, espec
14、ially our consumption habits are often follow the trend type, and not much of their own ideas. This is from the media prices rising year by year, with the increasing cost of promotion is closely related. Then, the old market has some commonalities and market potential, may wish to make some explorat
15、ory views:1, product development and sales of elderly market, product positioning must be clear, and the product functions should not be too much, 1 - 2 for the good, old product positioning in addition to research and development of the product itself is made in the research on the basis, but also
16、consider the price of the product, taking convenience products. Effect of time, side effects of products, products of the target population and so on.Elderly product positioning, important consideration of product efficacy, time and side effects of products, must be expounded in the product clearly.
17、 Otherwise, you should lose confidence in the product. Therefore, the positioning of the product to a certain extent, it is necessary to clear the product specific production components and reasonable explanation of efficacy together, so that the use of elderly consumption clear.2, the market operat
18、ion of products: the market operation of the elderly products has its own law. Generally, the elderly market formed mainly 2. One is sent by children, the other is purchased by itself. Besides the normal advertisement promotion, TV, newspaper media, broadcast and so on, the market operation mode pla
19、ys a key role. Then, what are the modes of operation of the elderly market?A: fixed point operation, the elderly usually gathered in the region, designated outdoor promotion, in order to increase the influence surface.B: membership system, the use of membership in the form of operation of the elderl
20、y market, mainly consider the age of older people, membership system to service based, preferential measures.C: lecture style operation, using expert lectures, expanding product audiences, usually more popular in urban areas.D: after service operation, the elderly after-sales service, can be in the
21、medical examination, health services on the project, for the sales support.E: club operations, the gathering of older people, a variety of sports activities, is an effective means of conducting sales and service guarantees.F: interactive operation, interactive sales of the elderly and the health of
22、the elderly, the main way is to participate in the elderly, such as newspapers, prizes, experience, and so on, participate in the activities of sales.3, product differentiation: elderly products, as a result of the elderly, in general, the elderly disease is multi-faceted. Not only a kind of disease
23、, and multifunctional products have been consumers can not accept, so the development of products and product sales should use the principle of differentiation, as far as possible to the various products of the thoughtful, do older people in the choice of XX products of the brand can only choose pro
24、ducts. On the aspect of ginseng to do a thorough comparison.4, urban and rural elderly products uncertainty: as Chinas urban and rural elderly structure is different, in which all aspects of life, living, leisure, income, etc., there is a big difference. Then, in the start-up, how to distinguish bet
25、ween urban and rural elderly marketing model?. City elderly people have fixed income, and the health conscious, able to buy health products, this product requires only that the mechanism and efficacy of truth , to complete the sales through promotions, and rural old people because there is no fixed
26、income, the main factor is not the older age, and living with the elderly in rural areas good health in the city, so rural elderly people to tell the truth, truth, for comparison, can have the effect, and pay attention to the elderly early habits, which has obvious difference with the city more and
27、more. Therefore, urban and rural elderly products have essentially different, only the correct marketing tactics can be effective.Three, the leapfrog development of the elderly productsThe development and sale of the aged products in our country have a very special relation. In the new century, the
28、management mode of the aged products has changed obviously. The products have changed from coarse ore type to fine type, and in pursuit of efficiency, they also pay attention to the quality of health, not a single supplement, instead, they are complementary to each other. Products are becoming more
29、and more diversified, consumers have been in the pursuit of green health care, the cost is more and more obvious, there is no doubt that the elderly have an updated understanding of independent health care.In the marketing strategy and tactics are more mature, the economic behavior of the market rel
30、ates to the marketing tactics, in the pursuit of maximizing the sales at the same time, also in line with the nowadays market characteristics, find rules in the irregular characteristics of Chinas current industry, so the leapfrog development of older products have been launched. As far as market ob
31、servation is concerned, the effect is gradually reflected, and the market-oriented operation of aged products is imminent,When looking at the product, we should give full consideration to the characteristics of the market and sales, so that it is more suitable for this road.Four, the current market
32、problems of elderly productsResearch and development:1, the product technology content is low2, the pursuit of efficiency, skills, lack of energy3, follow the trend of market sales, there is no autonomy4, the original product based on a single5, raw materials mixed participation6, out of touch with
33、sales status7, human factors are more than product factors8, the target targeted range9, distort the market potential10, blind market developmentOn sale:1, consumer spending targets too wide2, advertising, eager for quick success and instant benefit3, the function target is too messy4, channel selec
34、tion can not be concentrated5, promotion form is unitary6, the vicious competition in the market, the elderly products bear the brunt7, there is no long-term plan for the formulation of strategies and tactics8, human factors are more than economic factorsElderly condition:1, the pursuit of more than
35、 40 of the age began to be included in the sales target2, cultural level and information acceptance make old age consumption more rational3, diversified forms of health in the elderly, the impact of the market4, the government supports Medicare into the community5, service consciousness should be st
36、rengthened to promote chain reaction6, ideological pluralism, to accelerate the understanding of health among the elderlyAnalysis of the elderly market sales status, it is not difficult to see the complexity of our country in the field of medicine axis period showed complex factors. When we sell aged products, we should fully absorb the current market situation, speed up the target operation, precision guidance is the key to the product sales of the elderly market at this stage.Welcome to discuss your views and views with the author, email: