摘要：在策划业里，有一个共识：保健品品牌策划是最难的项目之一。保健品不同于大众消费品，它是一种功能性食品，只适宜于特定人群，它不是人们的生活必需品，这决定了保健品的市场特点：必须通过对消费者进行教育来创造需求、引发需求，开辟市场；必须通过长期的实事求是的功效宣传和为消费者提供持久的服务，进行市场推广、最终占领市场。

　　　本文结合中国养胃（护胃）类保健品市场发展现状，以市场调查为基础，将收集的信息资料进行整理、分析和利用，并结合所学相关知识和参考文献，为春砂仁养胃蜜制定一个品牌策划方案，从设计品牌名称、标记、产品类别、广告公关活动、销售行为等方面入手，进而达到提高该产品的品牌识别度和形象以及企业形象的目标。

　　　该产品品牌策划模式的做法是：给产品一个独有的名字（春砂仁养胃蜜），并能体现它的主要成分和功能（原材料是春砂仁和它的养胃健胃功能），并给予它特定的产品定位（定位在对调理胃功能缓解疼痛症状和对胃的养护方面，养胃护胃意识的倡导者，防胃病、治胃病及养胃三结合的开创者），占领特定的目标市场（分为主要、次要和辅助目标市场）。这种产品品牌策划模式意味着公司的名称独立于公众之中，这样就给公司进入新的市场提供了自由的空间。

　　　如果说质量是名牌的生命, 那么广告媒体、网络推广宣传就是名牌产品的催生剂。纵有世界第一的质量，如果不为消费者所知道，依然不能成为名牌。广告媒体宣传是企业直接向目标市场和社会大众传递有说服力的商品信息的重要工具。因此，要根据目前公司的实际情况，通过对媒体的有效整合，以最少的投入最大限度地针对目标消费者进行宣传，将“绿业牌春砂仁养胃蜜”这个品牌牢牢植根于消费者心中。采取电视广告与报纸、促销相结合的广告宣传方式，符合中成药气质特色，大气而健康的广告形象。更加注重企业文化底蕴及药物历史传奇的渲染，形成独特的公司宣传风格，提高吸引力，认同感及美誉度。

　　　预算费用是产品品牌策划中必不可少的部分。在品牌策划活动中，企业按具体活动情况及其有关规定来确定一定的费用，如广告费，设计费等，为了能使费用的投入得到更大的效果，必须要根据企业自身的能力，进行费用预算安排产品品牌宣传方案的设计。

关键词: 保健品，养胃护胃，品牌策划，产品设计

Abstract：In planning the industry, there is a consensus: health care products brand is the most difficult one of projects. Health care products differ from mass consumer goods, it is a kind of functional food, only suitable for specific groups of people, it is people necessaries of life, which decide the health care market characteristics: it must be based on consumer education to create demand, cause demand, open up the market; we must seek truth from facts through the long-term efficacy of propaganda and to consumers provide lasting service, market promotion, eventually occupying the market.

This paper combines Chinese stomach ( protecting stomach ) type of health care products market development present situation, to a market survey as the basis, will collect the information data collation, analysis and use, and combining the relevant knowledge and references, as in Amomum villosum Lour Yangwei honey to develop a brand planning, from design brand name, mark, product category public relations activities, advertising, sales and other aspects, and to improve the product 's brand recognition and image and enterprise image of the target.

The product brand planning mode way is to give the product a unique name (spring sand benevolence nourishes the honey), and its main components can reflect and function (raw materials are spring sand benevolence and it nourishes the soa function), and to give it a specific product positioning (positioning to regulate the function in the stomach pain symptoms and on the stomach maintenance, nourishes the consciousness of protecting stomach advocates, the stomach for gastropathy, and nourishes the three combination, the founder of), and to take specific target market (divided into major, minor and auxiliary target market). This product brand planning model means that the name of independent of the public to give the company into new markets provide a free space.

If the quality is the life of famous brand, so media and advertising network to promote publicity is famous brand products propelled agent. Even though a world first quality, if not for what consumers know, still can't become famous brand. Advertising media propaganda is enterprise directly to the target market and social public transfer convincing the important tool of commodity information. Therefore, according to the actual situation of the company, through the effective integration of media, with minimal input maximum limit to target consumers of publicity, will be "green industry brand spring sand benevolence nourishes the honey" the brand firmly rooted in the consumers' mind. Take TV advertising and sales promotion, the combination of newspaper advertising way, accord with proprietary Chinese medicine temperament characteristic, atmospheric and healthy advertising image. Paying more attention to the enterprise.

The budget is the product brand planning and an essential part of. In the brand planning activities, the enterprise according to the specific activities and related regulations to determine a fee, such as advertisement, design and so on, in order to make the investment costs have more effect, must according to its own ability of cost budget arrangement product brand publicity scheme design.

Key Words：Health care products，Stomach nourishing and protecting, brand planning, product design