中國酒業(yè)保健營銷策略（CHINAWINEINDUSTRYHEALTHCAREMARKETINGSTRATEGY）CHINALIQUORINDUSTRY,ESPECIALLYINTHELIQUORINDUSTRY,FROM19951998AND19992002TWOFOURYEARPERIODOFPRECIPITATION,ONCEPROSPEROUSDREAMASMANYENTERPRISESPERMANENTLY,CURRENTLYHASMORETHAN60SCENERYINORDYINGONTHESURFACE,ITCANBEATTRIBUTEDTOTHEPROBLEMSOFADVERTISINGBRANDS,INSTITUTIONALPROBLEMSANDTALENTPROBLEMSTHEYCANNOTADAPTTOTHENEWROUNDOFCOMPETITIONINTHEMARKETBUTWHYARETHESEENTERPRISESNOTPREPAREDINADVANCEWHYCANTWETIDEOVERTHECRISISWHENITARRIVESIFITISSAIDTHATONEORTWOENTERPRISES,ITISNOTSURPRISINGTHATMORETHAN60OFENTERPRISES,35YEARSOFHEADACHEPHENOMENON,CANNOTHELPBUTSAY,ISARELATIVELYSERIOUSCHINESELIQUORMARKETCHARACTERISTICSOFSOCIALPROBLEMSCHINESEMANYLIQUORCOMPANIESLIKEMANYCHINESE,NORMALLYNOTAROUTINEMEDICALEXAMINATION,WHENLIVERPAINWASINAHURRYTODIAGNOSIS,BUTTOLIVERCANCERLATE,SOTHERELATIVESANDFRIENDSOFMONEYBORROWEDOVER,WEALLSTILLSAVEPRECIOUSLIFETHEREFORE,THEUSUALLACKOFAWARENESSOFHEALTHANDHEALTHBEHAVIORISTHEREALCAUSEOFTHISPHENOMENON,SOHEALTHCAREMARKETINGTHISEPOCHMAKINGTOPICFORMANYCHINESELIQUORENTERPRISES,SHOULDBEATIMELYANDNECESSARYISTHECAUTIONARYBELLFIRST,HEALTHCAREMARKETINGWHATISHEALTHCAREMARKETINGINANCIENTTIMESTHEREWASADOCTORNAMEDBIANQUE,BIANQUETHREEBROTHERS,THEELDESTOFTHEWISESTMEDICINE,HESLIGHTLYWHENSIGNSOFILLNESSINPEOPLECANSEEIT,THENLETTHEPATIENTTOSPENDVERYLITTLEMONEYTOBEABLETOCURETHEDISEASE,BUTTHEYSAIDHEWOULDONLYCUREAILMENTS,ALSODONOTHAVEWHATMEDICINEISNOTKNOWNTHESECONDELDESTBROTHERANDWISEHEHADOBVIOUSSYMPTOMSINPATIENTSWITHTHEDISEASETOSEE,GOODMONEYTOLETTHEPATIENTTAKEMEDICINESOMUCH,SOPEOPLESAYTHESECONDCUREAREHEAVIERTHANTHEOLDONE,THEREPUTATIONISGREATLYTHEWORSTSKILLISBIANQUE,HESHOULDBEINTHEPATIENTSWITHSYMPTOMSTODEATHTHEDIAGNOSISRESULTS,LETPATIENTSSPENDALOTOFMONEYCANBECURED,TENCANCUREAPEOPLE,AMASSTEN,TENHUNDRED,BIANQUESAIDTHEDEADCANLIVEMEDICINE,GAVEHIMANICKNAME“DOCTOR“,SOTHENAMEOFBIANQUEMAXIMUMSOUNDTHEYALSOKNOWTHATBIANQUEISADOCTOR,ASTHEELDESTBUTFORGOTTENISSADORSADANATIONWITHOUTHEROESISAHAPPYONESWITZERLAND,BELGIUM,NORTHERNEUROPE,SWEDEN,NORWAYANDOTHERCOUNTRIESWITHMODERNHUMANCIVILIZATIONMODELSHAVENEITHERHEROESNORHEROESBECAUSETHEYAREBASEDONTHEWISDOMOFTHEWHOLENATION,THEYHAVEELIMINATEDALLKINDSOFMAJORCONTRADICTIONSINTHEBUDAHEROOFTHENATION,ISA“KNOWHOWTOSUSTAINABLEDEVELOPMENTANDASTRONGNATIONTHEN,AHUNDREDYEARSOFBRANDNAMEENTERPRISES,SHOULDALSOBEAFULLYHEALTHCAREMARKETINGAWARENESS,ANDINTHEDEVELOPMENTPROCESSOFSCIENTIFICHEALTHCARE,SOTHATENTERPRISESCANLONGTERMSUSTAINABILITYOFTHESTRONGBRANDENTERPRISESTHEREFOREIWILLCAREMARKETINGISDEFINEDASHEALTHCARECONSCIOUSNESS,WELLVERSEDINTHEMARKETLAW,SOCIALLAW,HUMANNATUREANDNATURALLAWS,ANDHASTHEFORESIGHTOFWISDOMANDCOURAGE,THEPOSSIBLEFUTUREADVERSEANDDISASTERINTHEPROCESSOFTHEBUFFEROUTQUIETLYTWO,TAIJIPRINCIPLETHELIGHTISDARK,ANDTHEDARKISLIGHTTHISISTHEBASICLAWOFNATURE,HUMANSOCIETY,ANDENTERPRISEMARKETINGSEEDOUTOFTHEGROUNDBEGANTOGROW,GROWTOACERTAINEXTENT,BEGANTODECLINE,THEBRANCHESANDROOTSDRYROT,SONEWSEEDSGERMINATIONANDGROWTHOFTHISCYCLE,THERESULTISAFORESTPEOPLEBEGANTOGROWFROMBIRTH,WHENNOTTALLBEGANLONGBEARD,LONGWRINKLES,LONGBAIFAANDTHISIS180METERSTALL,DEATHMAYBE175METERS,THEENDOFLIFE,ANEWLIFEISBORNFROMONEGENERATIONTOANOTHERFORMOFHUMANSOCIALHISTORYNATUREANDHUMANFOLLOWTHISLAW,ANDNATUREANDHUMANSOCIETYCANEVOLVEANDDEVELOPBREAKINGTHISLAWORBREAKINGTHEBALANCEINTHELAWWILLBEPUNISHEDBYTHEPRINCIPLEOFTAIJIITISNOTDIFFICULTTOFINDOUTTHELAWOFENTERPRISEDEVELOPMENTFROMTHEPRINCIPLEOFTAIJITHEDEVELOPMENTOFENTERPRISESSUCHADIAGRAM,FIRSTOFALLTOGIVETHEIRENTERPRISESACORRECTPOSITIONING,POSITIONINGACCURATE,WILLFORMAROLLINGFORWARDINERTIA,CONSCIOUSLY,UNCONSCIOUSLY,WILLBEACERTAINDEGREEOFSUCCESSWHENTHEDEVELOPMENTTOACERTAINHEIGHT,ENTERPRISESNEEDTOAMEND,NEEDTOBOLDLYDETACHEDFROMTHEORIGINALTHINKINGORSTRENGTHFORREPOSITIONING,IFREPOSITIONINGACCURATE,BUTALSOTHEFORMATIONOFINERTIA,INORDERTOCYCLEATANYSTAGEOFTHEDETACHEDREPOSITIONINGERROR,ORSIMPLYCANNOTBEDETACHEDFROMSELFREPOSITIONING,ENTERPRISESWILLDECLINE,ANYENTERPRISEINTHEWORLDISNOTTHECASECHINESELIQUORCOMPANIESDETACHEDTHEMSELVESREPOSITIONINGCAPACITYISPOOR,ESPECIALLYINTHELIQUORBUSINESSCOMPLETELYBAREDTHEREANDTHENFROM1986ONWARDS,THEFIRSTAWAKENINGOFADVERTISINGENTERPRISEFIRSTDUGAPOTOFGOLD,ISALSOINTHEPRODUCTIONOFSALESATTHEEND,SOMEFORESIGHTENTERPRISESSELFTRANSCENDADVERTISING,THISSTAGEISTHESTAGEDISORDERLYCOMPETITIONBOTHADVERTISINGANDMARKETINGSTAGECHANGEDTHERELATIONSHIPBETWEENSUPPLYANDDEMANDFOR1997,THEABSOLUTEOVERSUPPLY,THEFORESIGHTOFTHEENTERPRISESTOSTRENGTHENTHEHEALTHCARESYSTEMFROMADVERTISINGANDMARKETINGINATIMELYINTRODUCTIONOFDETACHEDINTEGRATEDMARKETING,ANDSURVIVED,ANDTHOSEWHOCANNOTADAPTTOTHENEWSTAGEOFMARKETINGISNOTBEYONDSELFVERYMANYENTERPRISESFASTONBRANDADVERTISING,HAVETODECLINEORDEATHSINCE1998,HASENTEREDTHESTAGEOFMONOPOLYCOMPETITION,NAMELYASTRONGBRANDMARKETINGORDERSECTION,SOMEFORESIGHTENTERPRISESSUCHASWULIANGYE,ALEADINGMARKET,ANDBRANDPROMOTIONANDHEALTHCAREFROMTHEINTEGRATION,ANDBECOMETHESTAROFTHEINDUSTRYANDATTHISSTAGE,CANNOTBEDETACHEDFROMTHESELF,ALLROUNDBRANDINTEGRATEDMARKETINGENTERPRISESWILLBETHROWNINTOTHESECONDRATE,THREEORNOFLOWRANKSTHISISTHEMAGICPRINCIPLEOFTAIJI,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