2016-05-06 15:37
Marketing means arch-criminal to discredit the health care industry ＂＂
[direct reporting network Beijing in May 5th] (China News Network) in recent years, the health care products industry has been more and more social concern. A source on health consciousness increasing demand caused by blowout, on the other hand is industry chaos caused a crisis of confidence. Despite decades of development, but the health care products industry seems to have been to avoid the suspect. Therefore, it is necessary to regain public trust, in order to lead the healthy development of the industry.
Health care products industry has been seriously misunderstood
In recent years, health care products have entered our lives, and even become a necessary product for many families. From the statistical data, in 2015, the size of China's health care products market has increased to 450 billion yuan. But the mere mention of health care products, most people will have some concerns and frowned.
"All the time, the health care product market is a piece of land that is not." Professor Han Fengkang of the health care industry for many years, "a bad mouse droppings gruel". Health care products industry has been selling fake health care products, such as the use of fraudulent means of sales of bad companies "representative", and ultimately lead to the entire industry is not good impression on the entire industry.
In fact, many consumers of health care products industry this impression has been excessive. Mr. Wang is a corporate job of white-collar workers, although before he and his family has not bought health care experience. But when it comes to health care products, also will feel "hate". "Before seen too many examples of older people being cheated, what 'cure' ah are Huyou deceptive, believe me!"
Professor Han Fengkang said, for the entire industry a lot of misunderstanding, has formed a subconscious, a habit, which is very detrimental to the development of the industry. Ms. Hu, the sales manager of a health care products companies complained: "some health care products companies or sales staff to achieve sales, unscrupulous, exaggerated the effectiveness of these 'flicker' approach, a direct result of the trust of consumers on the whole industry sales are very poor, in fact, they are not representative of the entire industry."
Marketing means to discredit the industry "arch-criminal"
Recently, the State Food and Drug Administration exposure "Kang state capsule", "Kang Xin card bolt capsule" two health food false advertising, transferred to the relevant departments for investigation, and will be revoked in accordance with the validity period of advertising approval number.
For a long time, the marketing means of health care products industry criticized, an endless stream of false propaganda and some new marketing ways to produce negative effect gradually become to discredit the industry as a whole "culprit".
It is understood that, due to the foreign direct sales model in China is still far from mature, and the traditional health care product marketing model terminal + advertising costs are soaring. In order to expand sales, occupy the market, some health care products companies have emerged a number of such as conference marketing, tourism marketing and other new means to achieve the purpose of sales.
According to a health care products companies sales staff said, the company is using some "free talk", "free travel" free experience activity for product sales, "but we did not 'exaggerated, false propaganda" to deceive consumers, we just tell them truthfully this product, as to buy do not buy, is their own choice. "
The personage inside course of study points out, the dilemma facing this industry is in the marketing process of touching social trust this new threshold and widespread public psychology is refused to believe that "world, there are free lunch," heaven will fall pie ". Take this banner of "free" banner of the marketing model, regardless of whether the enterprise is exaggerated or false propaganda, regardless of the product is good or bad, will cause consumers to question and disgust. Therefore, the entire industry has also been misunderstood.
Product quality and safety is the key to the development of
In the face of strong demand for health care products market, to reshape the consumer confidence in the health care products industry, the domestic health care products companies have to spend a higher price, greater strength.
Ying Zi biological technology (Shanghai) Co., Ltd., chairman Zhong Guoqian expressed frustration: this industry is experiencing the history of the most serious trust crisis, at the edge of being abandoned by consumers." It is reported that the company's production of health care products - the earth and the king of the immune health oral liquid has eaten the tourism marketing. "We have not deceived and fooled consumers, but also is considered a 'liar', the credibility of the entire industry is not, resulting in any one of the credibility of the enterprise has not been."
Zhong Guoqian believes that the key to sustainable development of the health care industry is still in product quality. To reshape the image of the health care products industry in the minds of consumers, it is required to ensure the quality and safety of products. Therefore, scientific and authoritative product testing and testing, is conducive to restoring the public's confidence in the health care products industry.
To give consumers the right choice and use of health care products to provide a purchase basis, Zhong Guoqian, the earth King immune health oral liquid is the Shanghai Comprehensive Development Research Institute, Chinese Academy of Sciences Shanghai drug research, Shanghai Immunology Research Institute, Shanghai University of traditional Chinese medicine, Shanghai Baosteel Group, more than a dozen authoritative research institutions to jointly develop and the Shanghai Longhua Hospital, Fudan University Affiliated Tumor Hospital, medical Renji Hospital done clinical trials, won the State Ministry of health health food health word (1997 No. 653) approval of health food.
To promote the purchase of appropriate, rational consumption
In order to enhance consumer confidence in the industry, Zhong Guoqian standing in the consumer's point of view, to promote a kind of "discretionary purchase, rational consumption" concept. "A lot of health care products sales want consumers to buy the more the better, and some old people buy a dozen boxes, we are not like this. Because the effect of health care products for each person is not the same, we will be based on the consumer's own situation, it is recommended that they be reasonable consumption."
Zhong Guoqian told reporters, within a week, the sales staff will buy health care products for consumers to pay a return visit, if they feel that there is no effect on the body, we support the home return. "We give consumers a reason to be assured, and to carry it out completely."."
To ensure product quality, to restore consumer confidence, the enterprise is the main body. For enterprises related to public life and need to to public health as the premise, the "conscience" of the enterprise, production "conscience" health care products, Zhong Guoqian said companies will regularly carry out corresponding professional ethics education of employees, so that employees in the marketing process to achieve the standard.
Shanghai Academy of Agricultural Sciences researcher Wu Wei professor said, with a number of high-quality health care products companies focus on integrity management, consumer awareness of health care more and more objective and rational, is very conducive to the purification of chaos. Health care products companies pay more attention to the quality of the product itself, so that consumers of health care products more secure, this is a good situation." 3
(original title: health care products are "free travel" and other means of marketing to discredit how to regain trust?)
Editor: Xiaoqing
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