中国保健品行业的发展现状与对策

中国保健品行业的发展现状与对策(13000字)
摘  要：尽管我国保健品行业比起前几年有了突飞猛进的发展，但仍旧存在着诸多问题。低水平的重复现象严重、法律法规不完善、假冒伪劣保健品泛滥等。同时保健品行业也遇到了来自制药企业、国外保健品企业、保健品行业的行业和技术标准等的挑战。在未来几年，保健品行业将出现一些新趋势，具体表现在，市场趋向规范化、消费持续增加但趋于理性、新保健食品趋于功效明确和定位准确、销售渠道的多元化、行销趋于精细化和专业化。只有定位准确、管理规范、勇于创新才能及时捕捉到市场需求，并迅速调整自己的战略的企业，在激烈的市场搏杀中笑傲江湖。
关键词：保健品行业；发展现状；对策

The Development Status and Prospects of China's Health Care Industry
Abstract: Although our country healthcare industry compared with before years there have been improved by leaps and bounds development, but still exist many problems. Low levels of repeat phenomenon seriously, laws and regulations are not perfect, fake health flood, etc. Meanwhile health products industry also met from pharmaceutical enterprise, foreign healthcare companies, health care products industry industry and technical standards challenge. In the next few years, health products industry will appear some new trends, is manifested in the trend of standardization and consumption, the market increases continuously but tend to be rational and new health food tends to efficacy clear and accurate positioning, sales channel multiplication, marketing tends to be changed subtly and specialization. Only accurate positioning, standard management and innovation can prompt capture market needs and quickly to adjust their strategies of the enterprise, in the fierce market in adventurous. Smile the ao river's lake
Keywords: Health care industry; Development status; Countermeasure

目  录
摘 要…………………………………………………………………………………………1
关键词………………………………………………………………………………………1
一、绪论………………………………………………………………………………………2
    （一）选题意义…………………………………………………………………………2
     (二)国内外研究现状…………………………………………………………………2
        1  关于国外保健品研究现状……………………………………………………2
        2  关于国内保健品行业现状…………………………………………………2
    （三）研究框架…………………………………………………………………………3
     (四)保健品概念………………………………………………………………………3
二、我国保健品行业的发展历程与现状……………………………………………………3
    （一）我国保健品行业的发展历程……………………………………………………4
    （二）基于SWOT模型对中国保健品行业的现状分析 ………………………………4
        1  中国保健品行业优势 ………………………………………………………5
        2  中国保健品行业存在的劣势………………………………………………6
        3  中国保健品行业的机会………………………………………………………7
4  中国保健品行业的威胁………………………………………………………9
三、我国保健品行业存在问题的原因……………………………………………………10
（一）保健、治疗不分………………………………………………………………10
（二）保健品存在的价格问题………………………………………………………10
（三）保健品行业存在缺乏诚信……………………………………………………10
（四）中国保健品行业入市门槛低…………………………………………………10
     （五）外国保健品趁虚而入…………………………………………………………11
四、中国保健品行业良性发展的对策…………………………………………………11
（一）总代理制是未来流通渠道的主流……………………………………………11
（二）连锁经营、特许经营渠道越来越受重视……………………………………11
（三）超市终端不可忽视……………………………………………………………11
（四）保健食品的营销趋于精细化和专业化………………………………………11
（五）完善保健品的质量管理………………………………………………………12
（六）强化保健品的价格管理………………………………………………………12
五、结论……………………………………………………………………………………12
参考文献 …………………………………………………………………………………13
致谢…………………………………………………………………………………………14