The Research On The Problem Of Health Products Credible Marketing

As income and social aging trend growth, the people demand for health productsincreased, therefore, health products development prospect is still very considerable inour country. But serious product homogeneity and a large number of counterfeitproducts and serious false propaganda in health products market, causing the consumersof health products suspicion and mistrust. Therefore, this paper carries out the crediblemarketing and health products credible marketing research，analyses and solves theproblem of credible marketing in health products. It is very important to enhance healthproducts industry’s competition strength and promote china’s health products enterprisehealthy development.This paper based on related overview of the credible marketing theory, consideringthe health products credible marketing is a kind of marketing activity that applying thecredible concept to guide the daily operative activity, carrying out credible marketing,keeping promise to consumers, ensuring products safety and protecting the interests ofconsumers and stakeholders. After anglicizing the problems and reasons of healthproducts credible marketing, through the empirical study, proving counterfeit of thehealth products quality, false exaggerated of advertisement, false deceive of productslabeled and deceptive of packaging, sales staff of false exaggerated in the promotion,low of product commitment level, deception consumer by using marketing channelcharacteristic, price false of health products are all belong to the scale of crediblemarketing. The empirical research shows that health products exists serious problems ofcredibility marketing, and influences on consumer credit evaluation of health productsmarket. Finally, according to the reasons of the problem of health products crediblemarketing, from the health products company internal environment, externalenvironment and consumers, putting forward the suggestion of solving the problem ofhealth products credible marketing. The results of this study expects that making a contribution for health productscredible marketing related theory research, for solving the problem of health productscredible marketing provides reference value.