摘要：我国保健品行业经过二十多年的发展，在短期的辉煌逐渐消退后，国外企业大量融入，竞争更加激烈，但市场前景仍然十分巨大。广州作为国际大都市，既是华南经济中心也是港澳通往内地的中转站，凭着优越的地理条件，成为较大的消费品城市。本文通过分析网乐茶在广州迅速发展的原因，探讨在发展的过程中显露出来的问题，并用SWOT法分析网乐茶所具有的优势和劣势，以及保健茶产业将面临的挑战与机遇，提出了建立良性生产循环系统，对中小型企业进行联合、兼并，扩大网乐茶的消费人群，加强与国内外企业间的交流，增加网乐茶的消费渠道。

关键词: 保健茶，营销策划，推广

Abstract：China’s health products industry after more than 20 years of development,in the short term glory gradually dissipated after the massive influx of foreign enterprises, the competition is growing intense, but the market prospects are still very great. Guangzhou as an international metropolis, both the South China economic center is also Hong Kong and Macao to the Mainland transit station, with superior geographical conditions, a large consumer goods city. Explore the problems revealed in the process of development and SWOT analysis to identify the advantages and disadvantages of wanglecha, further study of the health tea industry will face challenges by analyzing the the wanglecha in Guangzhou, the rapid development of reason, opportunities, and finally the professional knowledge of the marketing management, it is recommended that the benign production and circulation system for small and medium enterprises to conduct joint, mergers, expansion of the wanglecha consumer groups, and finally to strengthen the exchanges between domestic and foreign enterprises, increase wanglecha consumption channels.

Key Words：health tea，marketing planning，promotion

　　　分销渠道策略是市场营销组合策略的重要组成部分之一。企业的产品从生产过程向消费者消费过程转移，必然要经过必要的销售渠道。企业选择制定的分销渠道策略正确与否，不仅直接影响其它营销组合因素，如价格、促销等因素，而且关系到企业市场营销的成败。科学的安排商品的运输和储存，以最少环节、最短时间、最低费用、最快速度将产品输送到顾客手中，不仅能提高企业的经济效益，而且对整个国民经济的发展都具有重要意义。康汇公司要想实现其市场战略，必须投入大量的人力、物力、财力进行渠道的建设。

现在的保健品营销是整合营销的时代。随着竞争程度的加剧、外部环境的变化，广告、会务、公关、促销等各种各样的手段，都成了保健品营销的必要措施。整合营销既是竞争的结果，也是竞争的需要。对于康汇公司而言，在进一步完善以省级经销商为主，地级经销商为辅的营销战略的基础上，今后的营销渠道建设将辅助以下四种方式