近年来,随着保健产品消费潜力的进一步释放以及食品药品领域竞争升级,很多食品企业、药品企业逐渐转战保健领域。虽然进入者数量不菲,但做大做强者却是凤毛麟角。为什么如此?关键在于食品药品和保健领域看似“差不多”,但实际上却“迥然不同”。

如果贵公司首次涉足保健领域,您需要做市场进入可行性研究
研究目的:
企业进入保健领域的机会、风险、时机等的研究,帮助企业作出是否进入的决策。
研究内容概述:
1、政策层面(保健特色的法规体系、法规依从要求/成本、潜在风险、机会、规避);
2、市场层面(整体和细分市场);
a. 总体市场现状、竞争格局、消费需求、发展潜力等;
b. 与客户相关的产品市场状况、竞争态势(产品/企业)、消费需求、未来趋势等;
3、可行性分析及建议:通过以上数据/现象的支持,给企业提出进入保健领域的可行性及建议。

如果贵公司原来在某一领域有专长,比如专长于降血脂领域,现打算在该领域拓宽产品线,延伸到降血脂保健产品,那您需要做细分功能领域的专项研究
研究目的:
了解该领域的市场潜力、竞争状况和市场机会等。
研究内容概述:
1、该功能的市场规模及市场潜力;
2、该领域的主要产品及产品特性,比如原料上、剂型上等;
3、该功能领域的竞争状况;
4、该功能领域的主要企业;
5、该领域产品的消费人群特点和偏好;
6、该功能领域的发展前景。

如果贵企业已经确定了领域和产品,准备投放市场,您需要做广告投放和媒体选择研究
研究目的:
差异化竞争,提高投入产出比。
研究内容概述:
1、保健食品广告投放的方式;
2、各投放方式的特点、企业分布;
3、代表性企业的投放案例分析;
4、广告投放的相关法规和监管;
5、各媒体投放效果评价。

如果贵企业原来以生产为主,现打算加强渠道建设,您需要做保健产品的分销渠道研究
研究目的:
帮助企业寻找可持续发展渠道和模式。
研究内容概述:
1、分销渠道分类、现状、特点;
2、渠道中的新业态、新变化;
3、分销渠道的发展趋势;
4、销售终端表现;
5、经济圈、商圈研究;
6、和药品(食品)分销渠道的区别。

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