摘 要： 在中国保健品营销的历史上，曾出现过两次高潮，第一波是太阳神口服液的冲击，第二波是三株口服液的崛起，而众所期待的第三波却久久没有出现。笔者对此进行了思考。 首先笔者从经营者自身出发，认为保健品做不成，做不大，经营者要在自己身上找问题。接着提出要从诚信和务实两个层面，实事求是，具体问题具体分析。不唯上，不唯书。从战略制定到队伍建设，到渠道建设，到广告策略，到资金的运转，到终端的建设……，每一个环节都要求实事求是，不可自欺欺人。 而后笔者从战略、队伍、通路、广告策略四个环节对于保健品营销之路进行了探讨。 战略。笔者提出要诚信务实地做好样板市场，全面复制的观点。 营销队伍。笔者提出“有什么样的人，决定能干成多大的事。没有嫡系部队，光靠空降兵的职业素质，在保健品营销中，基本上是异想天开。我们必须实事求是地看待这个问题，否则是要吃大亏的。”的观点。 通路（经营商）。笔者提出了要用诚信、务实的企业文化同化经销商的观点。 广告和策略上。笔者认为保健品现在面临的核心问题是信任问题，而广告策略的核心就是针对这个问题，以诚信和务实的精神，做好全面细致的思想工作，并对务实的涵义进一步进行了阐述。 最后，笔者画龙点睛“路——诚信之路，务实之路，我认为这是目前中国保健品营销的必由之路。 关键词: 保健品 营销 诚信 务实 abstract: in the history of health protection products marketing in china, it ever appeared two tides. the first wave was the impact of the apollo oral liquid; the second one was the growing up of sanzhu oral liquid. however the people expected third wave hasn’t appeared for a long time. the writer takes pondering on it. firstly from the operator itself, the writer thinks that why is the health protection products business not successful or not in mass marketing? the operators should seek the reason from themselves. in succession, the writer raises that from two levels of good faith and practicability and in the practical and realistic manner to concretely analyze the issue, not worshiping both the authority and the theory. from strategy constituting to the team construction, channel construction, advertisement tactic, capital operating and the termination construction and so on. to every ring joint we all need practical and realistic manner and instead of self-deceiving. consequently, the writer approaches the marketing method of the health protection products from the four ring joints of strategy, marketing team, distribution and advertisement tactic. on strategy, the writer raises the viewpoints that in the manner of good faith and practicability to do better the sample market and totally to replicate it. on marketing team, the writer has the idea that what kind of people does what kind of business. in the health protection products marketing, it is impossible that without authentic professional marketing team, only depending on unprofessional vendors. so we must be in practical and realistic manner to concern the issue, otherwise we may meet waterloo. on distribution (operator), the writer sticks to the standpoint that using good faith and practicability enterprise culture to assimilate the distributors. on advertisement and strategy, the wr

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