4P理论视角下汤臣倍健的营销策略问题分析与创新路径初探

4Ps营销策略组合的角度分析中小企业营销TITLE 1: PRODUCTProduct is the first and the most fundamental element of the 4Ps marketing strategy. It refers to the goods or services that a company offers to the customers for purchase. In the context of small and medium-sized enterprises (SMEs), product development is one of the most significant challenges faced by the entrepreneurs. This paper focuses on analyzing the product-related marketing strategies of SMEs and their role in the success of the business.Firstly, SMEs need to identify the market demand and analyze the customer preferences before developing the product. Conducting market research can help the entrepreneur identify the gap in the existing products in the market and accordingly develop the unique selling proposition (USP) of the product. SMEs need to concentrate on the quality of the product that sets them apart from their competitors. The product should not only meet the customer expectations but should also exceed them to build long-lasting relationships with the customers.Secondly, product differentiation can also be an effective marketing strategy for SMEs. By offering a unique product, SMEs can attract customers who want something different from the existing products in the market. However, product differentiation should not undermine the quality and the functionality of the product. The entrepreneur should also focus on creating a memorable brand image for the product that resonates with the customers.Thirdly, the pricing of the product can also impact the success of SMEs. SMEs need to do a cost-benefit analysis to determine an optimal price range that can yield maximum profits for the business. Pricing strategies such as dynamic pricing, psychological pricing, and bundling can also help in increasing sales and revenue.Fourthly, promotion is another crucial aspect of marketing the product of SMEs. The entrepreneur needs to strategize the promotional campaigns to reach the target audience effectively. The promotional campaigns should aim at emphasizing the USP of the product and creating a buzz around the product. Social media platforms, email marketing, influencer marketing, and offline advertising can all be effective promotion channels.In conclusion, the product is the backbone of any business, and SMEs need to develop their product keeping in mind the customer demand, quality, and differentiation to succeed in the market. The four strategies mentioned above – quality, differentiation, pricing, and promotion – are interdependent and need to be approached strategically to achieve the desired results.TITLE 2: PRICEPrice is the second element of the 4Ps marketing strategy. It refers to the cost that the customers need to pay to avail the goods or services offered by the SMEs. For SMEs, pricing is a challenging task as they need to balance profitability while attracting customers to the business. This paper analyzes the pricing strategies adopted by SMEs and their role in the success of the business.Firstly, SMEs need to determine the cost of producing the product or service. The entrepreneur should include not only the direct costs but also the indirect costs such as rent, salaries, and taxes while calculating the cost of the product. This will help in determining the minimum price required to cover the costs and yield the desired profit margin.Secondly, SMEs can adopt a cost-based pricing strategy that factors in the production cost, desired profit margin, and the prevailing market rate. This strategy can ensure that the price of the product reflects the value that the customers associate with the product. However, this strategy needs to be adopted strategically to ensure that the price of the product is competitive in the market.Thirdly, value-based pricing is another effective strategy adopted by SMEs. This strategy is ideal for SMEs that offer unique and high-quality products or services. The price is determined based on the value that the product or service offers to the customers. The entrepreneur can charge a premium price if the product or service fulfills the customer requirements in a unique way.Fourthly, dynamic pricing is a strategy adopted by SMEs that sell products or services that have high demand fluctuations. The price of the product is adjusted based on the time of purchase, demand, and availability of the product or service. This strategy can help SMEs maximize their profits while ensuring that the price stays competitive in the market.To conclude, pricing is a sensitive matter, and SMEs need to adopt effective pricing strategies that factor in the cost, value, demand,and competition to succeed in the market. The entrepreneur needs to assess the market trend and customer demand to adopt the pricing strategy that yields maximum profits and customer loyalty.TITLE 3: PROMOTIONPromotion is the third element of the 4Ps marketing strategy. It refers to the communication strategy adopted by SMEs to create awareness and interest in their products or services. For SMEs, promotion is a crucial aspect of their marketing strategy as it helps in reaching their target audience effectively. This paper analyzes the promotional strategies adopted by SMEs and their role in the success of the business.Firstly, SMEs need to identify their target audience and their preferences before developing a promotional strategy. The entrepreneur can use online and offline tools such as surveys, social media platforms, and focus groups to identify the audience and tailor the promotional campaign accordingly.Secondly, the promotional campaign should focus on the unique selling proposition (USP) of the product or service that sets it apart from its competitors. The entrepreneur should highlight the benefits of the product or service that resonate with the customer needs and preferences. The promotional campaign should aim to create an emotional connection with the customers that inspires them to make a purchase.Thirdly, the promotional campaign should be designed to suit the budget, time frame, and nature of the product or service. Theentrepreneur can use a mix of promotional channels such as social media platforms, email marketing, influencer marketing, and offline advertising to reach the target audience effectively.Fourthly, the promotional campaign should also aim to create a memorable brand image for the product or service. The entrepreneur can use multimedia elements such as visuals, testimonials, and storytelling to create a brand image that resonates with the customers. The branding should aim to create a perception of quality, trust, and reliability.In conclusion, promotion is a crucial aspect of SMEs' marketing strategy, and the promotional campaign should be tailored to the target audience, product, and budget. The promotional channels, branding, and messaging should aim to create emotional connections with the customers that inspire them to make a purchase and build long-lasting relationships.TITLE 4: PLACEPlace is the fourth element of the 4Ps marketing strategy. It refers to the distribution channels adopted by SMEs to make their products or services available to the customers. For SMEs, place is a critical aspect of their marketing strategy as it helps in reaching the target audience effectively. This paper analyzes the distribution strategies adopted by SMEs and their role in the success of the business.Firstly, SMEs need to determine the best distribution channel that suits their product or service. The entrepreneur can choose from arange of channels such as direct selling, retail stores, e-commerce, and wholesale dealers. The choice of the channel should depend on the nature of the product or service, target audience, and the entrepreneur's budget.Secondly, SMEs can adopt a multichannel distribution strategy that uses a combination of distribution channels. This strategy can help SMEs reach a wider audience and improve their brand visibility. However, the entrepreneur needs to ensure that the distribution channels are integrated and do not cannibalize each other's sales.Thirdly, SMEs should also ensure the availability of the product or service in the chosen distribution channel. The entrepreneur needs to ensure that the product is easily accessible and available to the customers. The product should be distributed to the channels based on the customer demand and the channel's reach.Fourthly, SMEs need to ensure the quality of the product or service during the distribution process. The entrepreneur needs to ensure that the product is handled and transported correctly and reaches the customers without any damage or deterioration in quality.In conclusion, place is a critical aspect of SMEs' marketing strategy, and the distribution channels should be selected based on the nature of the product or service, target audience, and availability. The distribution channels should aim to improve brand visibility and ensure the availability and quality of the product or service.TITLE 5: PRODUCTIVITYProductivity is a critical aspect of the success of SMEs. It refers to the efficiency and effectiveness of the business process and the ability of the business to optimize resource utilization. In the context of marketing, productivity can play a significant role in enhancing the profitability and the customer satisfaction of SMEs. This paper analyzes the role of productivity in SMEs' marketing strategy and its impact on the business's success.Firstly, SMEs need to optimize their production process to ensure maximum efficiency and effectiveness. The entrepreneur needs to ensure that the production process is streamlined and that the resources are optimized to minimize the cost per unit. The production process should aim to deliver the product or service within the stipulated time frame to meet the customer demand.Secondly, productivity can also be enhanced by automating the business processes. The entrepreneur can use technology tools such as customer relationship management (CRM), inventory management software, and automated customer service to optimize the resource utilization and ensure maximum efficiency.Thirdly, productivity can also be enhanced by investing in the training and development of the workforce. The entrepreneur needs to ensure that the workforce is trained to use the technology tools, and the skills required to provide quality customer service are imparted.Fourthly, productivity can be enhanced by adopting a performance measurement system that tracks the performance of the businessprocess and provides actionable insights to improve efficiency. The entrepreneur should regularly monitor the performance of the marketing strategies and make modifications to improve effectiveness and profitability.In conclusion, productivity is a significant factor that can play a critical role in the success of SMEs' marketing. The entrepreneur needs to optimize the production process, automate the business process, train the workforce, and adopt a performance measurement system to ensure maximum efficiency and effectiveness.TITLE 6: PEOPLEPeople refer to the customers, employees, and stakeholders of the SMEs. In the context of marketing, people play a significant role in building the brand image, creating loyalty, and enhancing the profitability of the business. This paper analyzes the role of people in SMEs' marketing strategy and their impact on the business's success.Firstly, SMEs need to understand the customer needs and preferences to develop a marketing strategy that resonates with the customers. The entrepreneur should develop a customer-centric marketing approach that prioritizes customer satisfaction and loyalty. The marketing strategy should aim to build an emotional connection with the customers that inspire them to make the purchase and recommend the product or service.Secondly, the employees of the SMEs play a crucial role indelivering quality customer service and building the brand image. The entrepreneur should invest in the training and development of the employees to develop the skills required to provide quality customer service. The employees should be motivated and incentivized to provide the best possible experience to the customers.Thirdly, stakeholders such as suppliers, partners, and investors can also impact the success of the SMEs' marketing. The entrepreneur needs to maintain a healthy relationship with the stakeholders and ensure that they are aligned with the business's vision and goals. The entrepreneur should also communicate the marketing strategy and its implications on the stakeholders to develop a common understanding.Fourthly, the entrepreneur should also leverage the loyal customers to enhance the brand visibility and attract new customers. The loyal customers can provide testimonials, feedback, and referrals that can be used in the promotional campaigns and improve the product or service based on the customer feedback.In conclusion, people are a critical aspect of SMEs' marketing strategy and play a significant role in enhancing the profitability and customer satisfaction. The customer-centric approach, employee training and motivation, stakeholder management, and customer loyalty can impact the success of the SMEs' marketing strategy.TITLE 7: POWERPower refers to the ability of the SMEs to influence the market and the competition. In the context of marketing, power can play a significant role in developing a competitive advantage and enhancing the profitability of the business. This paper analyzes the role of power in SMEs' marketing strategy and their impact on the business's success.Firstly, SMEs need to identify their sources of power, such as the quality of the product or service, unique selling proposition, customer loyalty, and market share, to develop a marketing strategy that covers the competitive advantage. The entrepreneur should use the sources of power to develop a unique marketing approach that sets the business apart from its competitors.Secondly, SMEs can leverage the power of partnerships to enhance their market share and reach a wider audience. The entrepreneur can develop partnerships with other businesses, influencers, and media platforms to improve the brand visibility and reach the target audience effectively.Thirdly, SMEs can adopt a proactive approach to market research and competitive analysis to remain relevant and competitive in the market. The entrepreneur should constantly monitor the market trends, customer preferences, and competition to adapt to the changing environment and maintain the competitive edge. Fourthly, SMEs can also leverage the power of innovation to develop new products or services, improve the existing ones, and create a unique selling proposition. The entrepreneur should encourage creativity and innovation among the workforce andinvest in research and development to improve the business's competitiveness.In conclusion, power is a significant factor that can impact the success of SMEs' marketing strategy. The entrepreneur needs to identify the sources of power, develop partnerships, monitor the competition, and invest in research and development to ensure maximum competitiveness and profitability.GRADUATION SUMMARY:The 4Ps marketing strategy – Product, Price, Promotion, and Place – is a fundamental concept that SMEs need to master to succeed in the market. The marketing strategies adopted by SMEs should be tailored to the nature of the product or service, the target audience, and the business's budget to enhance the profitability and customer satisfaction. The seven titles – Product, Price, Promotion, Place, Productivity, People, and Power – analyzed the different aspects of SMEs' marketing strategies and their impact on the business's success. The entrepreneur needs to adopt a holistic approach that integrates these elements and focuses on innovation, customer satisfaction, and competitiveness to achieve the desired results. The role of the graduation supervisor is to guide the students to develop a comprehensive understanding of the 4Ps marketing strategy and its relevance to the SMEs' success. The graduation supervisor needs to provide practical insights, resources, and mentorship to help the students develop effective marketing strategies and succeed in their business ventures.。

4P理论视角下汤臣倍健的营销策略问题分析与创新路径初探伴随着“健康中国2030”的提出，保健品行业将会实现跨越式发展，成为消费升级浪潮中最受益的行业之一。

目前正是健康产业转型、升级的拐点时期，保健品行业传统的营销模式已经无法适应国家大数据战略和“互联网+”行动计划的新时代步伐，也无法满足消费者对营养健康的多元化需求，保健品企业对经营决策和营销策略进行转变和升级已经迫在眉睫。

本文以国内营养保健品领导品牌和标杆企业汤臣倍健为例，分析在大数据环境下，企业应如何调整和创新营销策略，推动科技引领下的精准智慧营销，实现供给水平和消费升级。

标签：汤臣倍健；营销策略；4P理论；创新思考在移动互联网市场整体爆发的情况下，移动互联网支付进入高速成长期。

根据CNNIC数据显示，截至2017年底，我国网民规模达7.72亿，其中，手机网民规模达7.53亿，移动互联网支付用户达5.31亿。

在互联网+、大数据、云计算等科技不断发展的背景下，保健品企业必然要对市场、消费者、产品乃至整个保健品产业链进行重新审视，转变和升级经营决策和营销策略，以推动行业健康发展。

本文以汤成倍健为例，分析其营销模式中存在的问题，针对性的提出对策和建议，以提高其市场竞争力。

一、国内营养保健品市场发展现状分析据前瞻产业研究院《中国保健品行业市场前瞻与投资规划分析报告》整理显示，2012年我国的保健品产业规模1121亿元，2016年达到2644亿元。

预计到2020年有望突破5000 亿，与2012年相比，增长近5倍，保健品市场发展潜力巨大。

本文的研究对象汤臣倍健于2016年确立、2017年启动“大单品”战略：未来每两到三年，推出一个销售收入可以达到10亿元级别的单品。

目前，主品牌汤臣倍健拥有70多个产品，负责运营的子公司汤臣倍健药业有限公司2016年销售额约12.29亿元。

2010年上市当年，汤臣倍健实现3.46亿营业收入，9189万净利润起步，此后连续数年业绩高速增长。

牛奶4p营销策划方案第一部分：市场分析1.1 市场概述牛奶作为一种重要的营养饮品，在市场上拥有广泛的消费群体。

随着人们生活水平的提高和健康意识的增强，牛奶市场的需求不断增加。

1.2 产品特点牛奶是一种富含多种营养成分的饮品，包括蛋白质、维生素、钙、磷等。

它能够提供人体所需的重要营养物质，对于儿童的骨骼发育和成人的健康保健具有重要意义。

1.3 竞争对手分析牛奶市场上存在着众多的竞争品牌，其中包括国内外知名的乳制品企业。

这些竞争对手在品牌知名度、产品质量和价格等方面都具有一定的竞争优势。

1.4 潜在需求分析随着人们生活方式的改变，潜在的需求也在发生变化。

例如，对于有特殊口味需求（如巧克力牛奶、香蕉牛奶等）的消费者，或者对于具有不同包装形式的产品（如小瓶装、袋装等）有需求的消费者。

第二部分：产品策划2.1 产品定位在市场竞争激烈的情况下，我们需要将产品定位明确，以吸引更多的消费者。

通过分析市场需求，我们决定将产品定位为“高品质、健康、天然”的牛奶。

2.2 产品特点为了满足消费者对高品质、健康和天然产品的需求，我们将采用高品质的原料，如优质牧场的新鲜牛奶，并充分利用现代科技手段，如低温灭菌等，保持产品的新鲜和营养。

2.3 产品包装包装是产品的重要组成部分，可以提升产品的吸引力和销售量。

我们将设计出富有创意和吸引力的包装，以吸引消费者的眼球。

同时，我们还将考虑方便携带的包装形式，如小瓶装、袋装等。

第三部分：价格策划3.1 定价策略在制定定价策略时，我们需要综合考虑市场需求、生产成本、竞争对手的价格水平等因素。

我们将根据产品的高品质和差异化特点，采用稍高于竞争对手的价格策略，以传递产品的价值。

3.2 促销活动为了吸引消费者，我们将进行一系列的促销活动，如打折、赠品等。

此外，我们还将与零售商展开合作，进行促销推广，如购买一定数量可以获得额外优惠、针对特定人群的推广等。

第四部分：促销策划4.1 渠道选择我们将选择多种渠道进行产品销售，包括超市、便利店、网上商城等。

汤臣倍健网络营销【前言】汤臣倍健网络营销，本营销方案就是从公司实力雄厚，给予力度大，小投入，稳步前进，模式可复制出发进行设计。

一、公司及产品简介2008年，汤臣倍健大型现代化健康产品基地落户中国珠海，包含有顶尖科研力量的产品研发中心，多个试验室以及涵盖软胶囊、硬胶囊、片剂、粉剂等多个剂型的先进生产中心，全部建成后将成为南中国最先进的营养补充剂专业生产基地之一。

“尊重每个人，享受每一天”是汤臣倍健的核心价值观。

汤臣倍健尊崇生命平等，在帮助别人中获得快乐，在帮助别人中成长。

公益和慈善也是汤臣倍健创造财富的动因之一。

2010年8月，在由中国企业权益保护促进会、中国品质信用认证管理中心联合开展的全国品质信用调研推广中，汤臣倍健荣获“中国著名品牌”称号。

2010年8月1日，汤臣倍健正式与国际篮球巨星姚明签约，汤臣倍健品牌由渠道性品牌向大众知名品牌转型迈出关键一步。

现在，汤臣倍健在中国有超过6000个专柜在销售，每个专柜都配有经过专业培训的营养顾问，为消费者提供个性化的营养膳食补充计划。

超过100家的营养服务中心分布在各大中城市，为顾客提供专业的营养健康产品以及营养与健康咨询、售后服务。

2008年，在中国医药质量管理协会及专业调研公司联合发布的营养及膳食补充剂零售终端市场占有率排名中，汤臣倍健以32.5%的市场占有率位列第一，足足领先第二名整整24个百分点。

汤臣倍健连续多年稳居中国营养补充剂市场零售终端第一品牌，并成为行业的标杆。

我店所营销的汤臣倍健是以下产品：新西兰的牛乳钙、初乳、乳清蛋白、鱼蛋白；巴西的蜂胶、大针叶樱桃；挪威的野生鲑鱼、鳕鱼肝油；日本深海的角鲨烯、胶原蛋白；泰国山区的野葛根；加拿大北部寒带的海狗；德国的各种膳食纤维、β胡萝卜素；美国的天然维生素E和藻油DHA等等。

二、SWOT分析（一）、优势（S）文化优势：“尊重每个人，享受每一天”是汤臣倍健的核心价值观。

资本优势：广东汤臣倍健生物科技股份有限公司，拥有巨大的商业连锁资源和海外原料资源，为其腾飞插上了双翅；产品优势：秉承汤臣倍健优秀的品质，精选全球天然精华市场优势：相对与传统模式，价格要便宜。

对汤臣倍健公司的分析及投资建议公司简介：汤臣倍健创立于1995年10月，2002年系统地将膳食营养补充剂引入中国非直销领域，并迅速成长为中国膳食营养补充剂领导品牌和标杆企业，也是中国保健行业第一家AAA信用等级企业。

2010年8月，国际篮球巨星姚明签约成为汤臣倍健的形象代言人，同年12月15日，汤臣倍健（股票代码：300146）在深圳交易所创业板挂牌上市。

汤臣倍健上市后的业绩增长速度远高于股价上涨速度，2011年公司实现净利润1.86亿元，相比2010年的0.92亿元已翻倍，上涨了102.41%。

2012年1－9月实现营业收入为80，963．01万元，较上年同期增长69．82％；归属于上市公司股东的净利润为24，198．13万元，较上年同期增长63．78％。

作为我国膳食营养补充剂，非直销行业的龙头公司，汤臣倍健的市场占有率一直排在第一位。

近五年每股收益对比：┌──────┬──────┬──────┬──────┬──────┐｜年度｜年度｜三季｜中期｜一季｜├──────┼──────┼──────┼──────┼──────┤｜2012 ｜-｜ 1.1100｜0.8200｜0.4900｜｜2011 ｜ 1.7000｜ 1.3500｜0.8200｜0.7500｜｜2010 ｜ 1.1200｜ 1.7700｜ 1.3300｜｜｜2009 ｜ 1.4500｜-｜-｜｜｜2008 ｜0.8900｜-｜-｜- ｜└──────┴──────┴──────┴──────┴──────┘2012年年度业绩预告公告汤臣倍健2012年年度业绩预告公告汤臣倍健预计2012年度归属于上市公司股东的净利润盈利26,101万元——29,830万元，比上年同期增长40%-60%。

业绩变动原因说明2012年公司主营的膳食营养补充剂业务的发展延续了2011 年度的良好势头，随着以姚明为核心的品牌推广效应在终端逐步显现，以百强医药连锁为重点的渠道深度经营取得明显进展，前期新开网点销售逐步提升，新网点的拓展按计划推进。

中药4p营销策略中药作为传统的中医药治疗方式，在现代社会依然有着广泛的市场需求。

针对中药的营销策略，以下是几个建议：1.品牌建设：建立一个独特的品牌形象，让消费者对中药品牌产生认同感。

可以通过精心设计的品牌Logo、宣传语、形象广告等方式来实现，使消费者能够迅速与品牌产生联想。

同时，在包装设计上也可以注重品牌形象的营造，用高质量的包装材料和精美的设计来增加产品的附加值。

2.提供专业的咨询服务：许多消费者对中药还存在一些难以解决的疑问和困惑，所以提供专业的咨询服务可以增加消费者对产品的信任度，通过电话、网上咨询等渠道与消费者沟通，解答他们的疑问，切实帮助他们解决问题。

3.拓展销售渠道：除了传统的中药店，可以在大型药店或超市的中药销售区域设立专卖柜台，方便消费者的选购。

还可以通过电子商务平台进行销售，从而扩大销售范围，吸引更多的目标消费者。

4.开展促销活动：通过举办特殊的促销活动，吸引消费者的注意，提高产品的购买欲望。

例如，可以推出限时折扣活动，赠送小礼品、赠送样品等方式来吸引顾客的眼球。

同时，可以结合节日、纪念日等特殊时刻，推出限量版产品或限时套餐，增加消费者的购买欲望。

5.加强口碑营销：口碑传播对于中药的销售非常重要，消费者对分享他们的经验和使用中药的效果非常感兴趣。

可以通过邀请一些专业人士或用户代表，发布对中药的评测和推荐，进而增加产品的知名度和认可度。

此外，在社交媒体上创建相关的话题讨论，鼓励用户分享使用中药的经验和效果，从而增加产品的曝光度。

总之，中药市场需要积极探索创新的营销策略，通过品牌建设、专业咨询、拓展销售渠道、促销活动和口碑营销等手段，来吸引、留住目标消费者，提高中药产品的销量和知名度。

汤臣倍健保健食品的网络营销策划方案第一部分行业及市场情况市场分析在当今世界，保健食品研制开发使每个发达国家的热点之一，世界卫生组织的一项调查显示，世界人口有15%处于健康状态，15%处于不健康状态，其余70%处于亚健康状态，亚健康状态的人群成为保健品消费的主力军。

保健食品具有特定的保健功能，人们会根据自己的情况选择适合自己的食品。

节约资源，保护环境，保护我们共有的家园是２１世纪的主题。

因此，无污染、不含防腐剂及色素的纯天然保健食品也会成为人们的选择。

随着亚健康人群的增加和人口日益老龄化，保健食品市场将呈现蓬勃发展的局面。

图1在网民规模飞速发展的同时，我国网络用户的结构却在不断优化。

数据显示，我国宽带普及率继续提高，宽带网民规模达到3.46亿人，较2008年增长了7600万。

09年与08年相比，中国网民年龄结构更为优化。

30岁以上年龄段人群占比攀升，整体占到网民的38.5%。

这部分人群更为成熟，消费能力较强，是互联网经济发展的重要用户群。

月收入在2000元以上的网民群体占比也在增大，目前月收入在2000元以上的网民占比达到了三分之一。

图2有44%的消费者会从网络上去寻找保健品的相关信息，而且已经有17%的消费者会直接从网络进行购买。

这说明消费者在选择和购买保健品的时候，已经对网络产生了一定程度地依赖。

图3从上面的表中我们可以看到食品保健类产品在网购中所占的比重很小，所以未来的保健品在网上销售的空间很广阔。

图4从网上购物用户的属性特征表可以看出网上购物的用户的收入水平处于中低收入，而且网上购物的用户的文化程度相对较高，年龄主要集中在中青年阶段，非常适合我公司现阶段的情况，我们产品就是定位在中高档阶层，所以我们的产品开展网上销售有很大的竞争优势。

第二部分产品产品分析一、产品优势首先，营养与健康类食品以其功能性与独特性将越来越受到消费者青睐。

第二，产品独特的外观设计。

第三，先进的销售渠道。

与其它大多数保健食品相比，我们产品采取网上销售的方式，直接面向目标市场。

保健饮料营销方案4p设计保健饮料营销方案4P设计市场营销是每家企业都需要关注和实施的重要方面。

对于保健饮料企业来说，如何通过市场营销策略来吸引和保持顾客，提高产品的知名度和销量非常关键。

下面是一个针对保健饮料的市场营销方案4P设计，来帮助企业实现品牌的增长和持续发展。

产品(Product)首先，保健饮料企业需要有一个明确的产品定位和核心竞争力。

在保健饮料市场，竞争激烈，所以企业需要不断研发和创新，以保持产品的竞争力。

以下是一些产品策略的建议：1. 健康功能：保健饮料的核心卖点是其健康功能，因此，品牌应该强调产品的功效，例如提高免疫力、促进肠道健康、增加能量等。

可以通过医学专家的验证和认证来增加产品的可靠性和吸引力。

2. 天然成分：市场对于天然和有机产品的需求越来越大。

因此，保健饮料企业应该使用天然成分，并避免使用人工添加剂和化学物质。

可以在产品包装上特别标注天然成分和无添加剂的信息，以增加产品的吸引力。

3. 创新包装：产品包装是吸引消费者的第一印象，所以一定要设计出吸引力强、与产品定位相符的包装。

可以考虑使用高级瓶装或易于携带的瓶盖包装，并在包装上印上清晰的品牌标识和产品信息。

4. 多样化口味：保健饮料企业可以提供多种口味的产品，以迎合不同消费者的口味和需求。

例如，可以推出柠檬、葡萄、橙子、苹果等多种水果口味的产品，以满足消费者对于口味的要求。

价格(Price)在制定定价策略时，保健饮料企业需要考虑产品的成本、竞争对手的定价和消费者的购买能力。

以下是一些建议：1. 灵活的价格策略：在市场竞争激烈的情况下，保健饮料企业应该采用灵活的价格策略，例如根据销售渠道和区域的不同进行定价。

可以设置不同的价格级别，以迎合不同消费者群体。

2. 优惠活动：通过定期的促销和优惠活动，可以吸引消费者试用和购买产品。

例如，可以提供赠品、打折、买一送一等活动，以增加产品的销售量。

3. 价值定位：保健饮料企业可以将产品定位为高品质和高价值的产品。