Today, this universally observed principle is no longer 100% effective. The relationship between market share, leadership and profitability has been greatly weakened. Think about the examples we all know: IBM, General Motors, Kodak and other companies have a leading market share, but their profitability is not ideal. This rule is being rewritten by many successful enterprises. This phenomenon also exists in the conference marketing of health care products. Under the new rules, a large market share is not the most important in the profit-centered business field. What really matters is: where can you make a profit, and how to design your profit model of health care products conference marketing, so as to bring the expected profit.
I don't know how to make a profit, and I don't know how to make my own enterprise move in the direction of profit principle. The strategic and tactical design of the enterprise made in this way is doomed to fail the market test. As a new enterprise entering the conference marketing of health care products, it will soon suffer the consequences of failure, and the successful enterprises in this field will not be profitable for a long time, and will become the dust of history like many enterprises that have been brilliant and eventually failed in Maicheng.
The author has worked hard for a long time in health care product conference marketing and engaged in health care product marketing enterprise management for many years. He has made a serious summary and analysis of the profit model of health care product conference marketing, which can explain how the profit of this industry is generated. As far as I know, the profit model of these health care products conference marketing is summarized as follows:
Profit model of conference marketing of health products 1: product vertical triangle model
1965, Japanese car companies attacked the American car market. They first design low-priced but still profitable cars, and then use low-cost marketing tricks. This perfect combination easily captured the bottom of the triangle, and then began to attack upwards, encroaching on the mid-to high-end car market, and successively launched Honda's "Best" and "Lexus" to move towards lucrative high-end cars. This process was vividly interpreted in the thirty years from 1965 to 1995.
The core of the profit model of product vertical triangle health care products conference marketing is that the profit is concentrated on the top product of the triangle, while the bottom product of the triangle has important strategic significance and may still become the second profit source. Obviously, the core goal of its development is not profit.
Profit model 2 of health care products conference marketing: a model to solve consumer problems
The turnover of Amway Company 200 1 in China is 800 million yuan, and there are as many as 654.38+million product promoters. It will reach nearly 2 billion yuan in 2003. Moreover, Amway has a wide product line, with products that meet the needs of consumers in many aspects. Their profit model of conference marketing of health care products is to understand their target consumers, their needs and how they buy and use products through a large number of personnel promotion, and then combine them according to their own product characteristics, put forward healthy solutions, and finally sell their own products. For example, silver fiber socks do better in this respect and solve the problems of consumers. We can see from his advertising words that love silver fiber garters witness the magic socks on your feet! Let a family of men, women and children wear health from their feet. The best high-tech functional socks in history, detoxifying with feet and beautifying with feet; Wear beauty every day! This model usually requires the unremitting efforts of early business personnel and marketing planners, and the initial return is not necessarily ideal, or even expensive. For business people, the early stage is likely to be negative profits. However, this phenomenon will change immediately after discovering the needs of consumers and gaining their trust. After successfully acquiring consumers, the cost of maintaining customer relationship is low and customer loyalty will be high. Of course, such success is inseparable from the quality training of marketing personnel. Good relationships and reliable and effective products will enable old customers to bring new customers. This model is very similar to the profit model of health care products conference marketing adopted by insurance agents in the insurance industry. With the success of more and more product promoters, enterprises can make profits successfully.
This model is essentially different from the model that you own a product and then go to consumers to promote it. Its essence is to find potential target consumers, tap his/her health needs, then design solutions for him/her, and finally reach a deal through his/her rich product line portfolio or single product.
Profit model 3 of conference marketing of health products: innovative marketing speed model
Today, when we review the development history of health care products, we can see that there are many successful examples because of imitating these leading marketing methods, and we can also see examples of failure because of imitation. Therefore, the leading speed mode of innovative marketing can only exist for a short period of time. If we want to maintain our advantages for a long time, we must constantly innovate. However, innovation is very difficult, and sometimes it needs the guidance of talented people. Even if he used to be a genius in conference marketing and innovative marketing of health products, there are examples in which his own enterprise was besieged by many competitive brands that adopted his own successful model because he could not realize the second revolutionary innovation. At present, many conference marketing enterprises have invested a lot of resources in the operation of the health care industry market, but the effect has been unsatisfactory. Since it is conference marketing, it is necessary to have a suitable place to organize these potential customers, and conduct a series of meetings through a well-controlled host and a conference marketing host, which has achieved good results. However, the host and the conference marketing host here said crosstalk, and enterprises that need to sell in the third terminal market must pay attention.
Therefore, when an innovative marketing model is discovered, the execution speed is very important, because the advantages it brings are difficult to last long.
The profit model of conference marketing of health care products: geometric series model
In the conference marketing of health care products, we can see many examples of repeatedly obtaining profits from the same product, the same trademark or the same ability, which we can call geometric series model.
There are many examples of using the same product to make repeated profits. RuTaiTai oral liquid, through the changes of its specifications, packaging design and taking time design, has made profits again and again and prolonged its life cycle. Another example is Wanji Yang Shen's continuous improvement of the dosage form, packaging, specifications and taking cycle of the same product, which has also achieved unprecedented success.
There are also many examples of using the same trademark to make repeated profits. Wanji Pharmaceutical should still be the most outstanding representative of conference marketing of health care products. Through the successful promotion of ginseng, Wanji, an excellent brand, was established, and then the value of this brand was transferred to a series of other health care products to make a profit. This model also exists in many other industries, such as Nestle, Panasonic, Little Nurse, L 'Oreal and so on.
The fifth profit model of health care products conference marketing: highlighting the advantage model
All enterprises must show some advantages at the beginning of their business, otherwise they will not be successful in the industry and will not be profitable continuously. From the perspective of globalization, many enterprises can be found. When I grew up, I began to get involved in more and more fields, but obviously I didn't have the professional knowledge to enter these new fields, and even the sales revenue of enterprises increased and the profits decreased.
The outstanding representative of the enterprise that continues to rely on outstanding advantages for enterprise design in conference marketing of health care products should be Mrs. Yao. After more than ten years' development, Taitai Pharmaceutical has established a mature brand operation mode and operation experience, and its professional ability in this field enables it to continuously expand into related fields, and can continue to apply this professional ability in extended new enterprises to achieve the goal of sustained profitability.
Profit model of conference marketing of health products: brand model
Enterprises applying the profit model of conference marketing of branded health products have invested a lot of capital to establish reliable and value-added brands through scientific channels. In the same kind of enterprises, consumers are willing to pay much higher prices for the same products than other brands because of different brand values.
Similarly, consumers are willing to pay more money for Wanji ginseng by buying ginseng buccal tablets; The same is the purchase of Shenbao, consumers are willing to pay a higher price to buy Huiren; The same is the purchase of Wuji Baifeng Pills, and the price of Tongrentang is also the highest.
The above are six common profit models of health care products conference marketing. From the analysis of the profit model of conference marketing of health products, it can be seen that some enterprises have two or three profit models of conference marketing of health products at the same time. No matter what kind of enterprise you are, the first thing is to find a profit model of health care products conference marketing that meets your resource advantages, and plan your own profit model according to this model, so as to achieve the purpose of survival and development. In fact, regardless of your scale and strength, you may find a profit model for health care products conference marketing that suits you. It may exist in an enterprise that has already made a profit from it, or you may need to find it creatively.
We are convinced that in the foreseeable time, there will be more and more new profit models for conference marketing of health products. These new profit models of health care products conference marketing will inevitably appear with the further development of health care products conference marketing.
We can also be sure that whoever finds the new profit model of health care product conference marketing first in the future will have the best chance to become the next great health care product enterprise.