Three modes of traditional marketing?

In the special soil of fully market-oriented China and health care industry, the variety of products makes the price war have no market, and channel war, ta

In the special soil of fully market-oriented China and health care industry, the variety of products makes the price war have no market, and channel war, talent war and promotion war become effective means of competition. Because of this, I will share it with you. Please refer to.

First, terminal advertising marketing.

Representative enterprises include Taitai oral liquid, melatonin and other products. This model is the most widely used, longest-running and most famous marketing model in the health industry. There are many forms and contents of advertisements, and there are many branches through different advertising media, such as: soft text mode dedicated to newspaper media, radio lecture mode dedicated to radio stations, and feature film mode dedicated to television.

From the end of 2007, the relevant state departments began to strictly control the advertising market of medical and health care products. The days of advertising marketing in 2008 were not easy. Celebrities were never allowed to speak for themselves, and the terminals were out of stock directly, coupled with the prediction of strict media control before and after the Olympic Games.

The advantages of this model are wide spread, fast market launch and easy to be recognized by customers. However, the disadvantages are high input cost, slow payment and high operational risk.

Second, the direct selling mode

The representative enterprises are Amway and Tiens. In fact, it is the health care industry that chooses direct sales. According to the statistics of china health care association, more than 80% of the products in the direct selling system are related to the health care industry. Since 1990

The right or wrong of pyramid selling is limited to the opening of direct selling market in 2005, and direct selling has been controversial. However, the high entry threshold makes a large number of entrants choose to wander in the gray area. After the market adjustment in 2006 and 2007, 2008 should be the year of recovery for direct selling enterprises.

This model is the most controversial marketing model in the health care industry. The high price of products and the spoiler of many mouse clubs have made most people in China biased against this model.

Third, the conference marketing model

On behalf of the enterprise, there are days and years, midvein and so on. Ten years have passed since 1998 Zhuhai Tiannian Shopping Mall Counter Customer Fair and now the systematic marketing management system. This is the youngest marketing model among the three modes of health care industry, and the only original marketing model in China. The business philosophy of conference marketing is too consistent with the culture and character of China people. As the main carrier of word-of-mouth marketing, the middle-aged and elderly people's desire for family and friendship makes the conference marketing model develop rapidly.

After ten years of development, Chinese people have begun to recognize conference marketing, middle-aged and elderly people have begun to rely on conference marketing, and the market has gradually standardized from disorderly operation. A large number of brand enterprises are guiding the healthy development of the industry, and 2008 will also be the year of conference marketing integration. Left is king, the stronger the stronger! This model directly faces consumers, changes consumers' lives through product marketing and family marketing, and uses the fish pie effect of the conference to produce explosive sales, and its charm remains the same. However, the concentration of target customers, the intensive flow of talents and the decrease of customer loyalty have all led to high marketing costs.

Four emerging marketing models

First, on behalf of enterprises, there are Xilaijian and Guo Kang. Experiential marketing mode is to open a large experience store next to the community and give customers free experience products every day. After one to several months' experience, they will start to sell products to customers in the form of promotion according to the strong demand of customers. Because the experienced products are expensive, they often sell for more than one million at a time. Experiential marketing mode is to make customers fully contact with products, without so many impulsive purchases as conference marketing, and the return rate is very low. Although it is expensive, the recognition of consumers is still very high.

However, the homogenization competition of this model is more intense, and the product is very exclusive. At the same time, operating costs and operating pressures are also great. The living space of this model will definitely become narrower and narrower.

Second, health management

Representative enterprises include Beijing Shengyitang. Health management, a new industry with the rise of insurance in the United States, has been very strange in localization since it arrived in China. According to the author's observation, there are at least four health management models in China.

Shengyitang is a health management model closely integrated with the health care industry. The enterprise organically combines health examination, health recuperation, health guidance, health products and health services, and has achieved phased success in the form of conference marketing.

Third, there are still many problems in this model. First, it has not been recognized by society and the state. First, charging huge health guidance fees always makes people contact * * *. At the same time, with more entrants, as long as one company goes bankrupt, it will easily lead to a chain refund trend of the whole industry.

The representative enterprise is Beijing Yisheng Jian Kang. The concept of database marketing is very mature abroad. In fact, conference marketing also contains the essence of database marketing. But what really makes database marketing bigger in the health care industry is good health.

This model takes a large number of advertisements in print media, attracts members by joining members, and then attracts customers to buy again at a very favorable price through a powerful call center and regular mailing of periodicals, which has achieved great success. According to industry analysis, the sales of this enterprise will exceed 1 100 million in 2008.

This model integrates production enterprises, logistics enterprises and various media resources well. Create a good product information platform for yourself.

However, the starting point of this model is relatively high, there are many resources to be integrated, and some resources, such as the media, are also relatively exclusive, so the entry threshold is not low.

Fourth, family health marketing.

I represent the enterprise, Hongkong and Tai Sen. This model is relatively new, and it is a combination of experience marketing and conference marketing. This model is the collective wisdom of a group of old people. Ice-breaking products are functional mattresses for family use. Enterprises first screen customers through service stations opened in the community, and customers can easily rent functional mattresses to go home at ultra-low prices. Enterprise products can be effective in a week or so. Customers have two ways to keep mattresses. One is to pay the balance; The second is to introduce new customers to buy. After obtaining a certain number of points, use the points to fill the balance.

This model moves the product experience from the enterprise experience center to the customer's home, saving a lot of store building expenses for the enterprise. Employees are not busy with meetings at ordinary times, but are busy shuttling through customers' homes to help customers and their neighbors experience products and turn customers' homes into product experience centers of enterprises. Fully mobilize the enthusiasm of customers for recommendation. At the same time, the company only holds a large-scale theme delivery meeting once a month, which organically combines the field effect of conference marketing to generate explosive purchases.

This model combines the advantages of experiential marketing, allowing customers to fully experience products, avoiding the shortcomings of high cost of experiential marketing, and making the experience center like the customer's home. It also combines the advantages of conference marketing. The theme planning meeting once a month does not require employees to rush to the meeting, and more time is spent at the customer's home, and the pre-meeting work is fully done. However, this model has higher requirements for products experienced by enterprises and a great threshold.