我国保健品广告存在问题探析
目前,我国保健品行业正面临着前所未有的挑战。销售额的停滞不前、国外名企的进驻、专业人员的缺乏等,这些都一一影响着我国保健品公司的发展。同时,铺天盖地的保健品广告正无孔不入地向消费者袭来,但当中虚假夸大的广告成份毫无疑问成为了阻碍我国保健品行业发展的一大重要因素。如何提升保健品在消费者心目中的位置?怎样才能扭转保健品行业停滞不前的局面?现已成为了众多保健品生产公司所急需解决的问题。
本文将以此为立足点,从保健品广告诞生的过程及之后的发展策略角度,找出目前造成我国保健品广告不能深得人心的原因,分析现有保健品广告存在的种种不足,并试图从中找到解决问题的方法。通过这样一系列的研究分析,以求能更深的了解我国保健品广告的现状,以及造成其停滞不前的原因,希望能为今后的保健品广告发展提供一些新颖有用的意见。
关键词:广告,保健品广告,虚假广告,品牌效应
Analysis of Problems Chinese health products advertising
Abstract
At present, China's health care industry is facing unprecedented challenges.Sales stagnated famous enterprises stationed abroad, the lack of professionals, etc. These are all impact on our health care products companies.At the same time, overwhelming the health care products are all-pervasive advertising to consumers hit, but were exaggerated false advertising ingredients undoubtedly hinder the development of China has become a major health care industry an important factor.How to improve the health care position in the minds of consumers?How can we reverse the health care industry stagnation?Has now become a large health care products companies need to solve the problem.
This article will take this as a starting point to develop advertising strategies from the perspective of health care after the birth of the process and find out the reasons for the current cause of health care can not win the hearts ad, analyzes the shortcomings of the existing health care advertising exists, and trying to get find a way to solve the problem. Through a series of research and analysis, in order to be able to a deeper understanding of the status quo of China's health care advertising, and cause it to stagnate reasons, hoping to provide some novel useful advice for the future development of health care advertising.
Key words: Advertisement; Health products advertisement;False advertising; brand effect