Research Of The Health Care Product Marketing Communication In China

After twenty years' hypernormal development, the health care product industry has become indispensable in the research on China's industry development. With the maturing of the health care product industry, the competition in this industry is also growing intense, which, meanwhile, put forward further requirements about this industry. Since the contents and means related to marketing are regarded as a bridge of achieving the communication between the health care product and the consumers, then these aspects--how to effectively implement the health care product marketing communication strategies, how to promptly improve the brand and how to obtain the consumers' trust—are of great importance.Marketing communication refers to the communication activity occurring in the process of marketing, based on the enterprise marketing and serving marketing; it's a combination of marketing and propagation. The health care product marketing communication can be categorized according to different modes. In the light of the difference of the spread contents, the categories are transmission of product information, spreading of the enterprise's image, brand communication and fashion propagation; from the angle of the channels of spreading, the categories are spreading by mass media, spreading by the private media , interpersonal communication; according to the manifestation of information, it can be divided into advertisement transmission, news dissemination, the transmission of popular science knowledge, and the case demonstration, etc. Generally speaking, twenty years' development of the health product marketing is regarded as microcosmically successful while macroscopically unsuccessful and of short-term success yet of long-term failure. Furthermore, in the health care product marketing communication there exist a number of problems as follows: the inconsistency between the health care product marketing communication and the industry development in China, the chaos in the advertisement communication as one channel of the health care product marketing communication, lack of coherence, products' short life cycle, inappropriateness in the choosing and processing of the feedback information, the inaccurate standards of estimating the effect of the health care product marketing communication, severe credibility crisis occurring in the health care product marketing communication, and the inconsistency with consumers' habits owing to the application of unconventional means, and so on. Aimed at trying to solve these above-mentioned problems, the present thesis presents a few strategies as follows: the priority of strategy in advertising health products, full utilization of public relations, the application of the integrated marketing communication strategies. Meanwhile, in the thesis that is predicted the developing tendency of the health care product marketing communication: the strengthening of brand propagation, more importance attached to the "marketing" in the marketing transmission, further emphasis on the importance of communication, and the increasing popularity of the intensive economy.