药膳类产品的消费者行为调查和营销策略研究——以广州市为例.docxVIP

药膳类产品的消费者行为调查和营销策略研究

——以广州市为例

【摘要】近年来，“养生”概念异常热门，社会不断倡导养生健康的理念，人们对健康的需求日益旺盛，追求也愈发强烈。随着人们消费模式优化，政府加大二胎政策实施力度与社会上老年人越来越多，人们的对养生的消费需求也会大规模爆发。因此，药膳类产品会更被人们所接受。

本文通过问卷发放，调查广州市消费者的药膳认知水平和需求状况，以便了解药膳发展现状和营销策略，发现其不足之处并相应地提出切实可行的建议。在调查中发现，消费者对药膳类产品依然呈现出向上的需求。但是，消费者对药膳的认知水平却较低。因此，有关药膳产品的知识宣教活动应被积极开展起来，并且思考、探讨药膳类产品的开发及经营，积极引导药膳服务产业走上行业正轨，这有助于改善药膳的产品和服务，获得更大的市场利润。

【关键词】药膳；产品；消费；营销

ConsumerbehaviorinvestigationandmarketingstrategyresearchofMedicatedDietproducts--TakingGuangzhouasanexample

【Abstract】Inrecentyears,theconceptofhealthmaintenancehasbecomeextremelypopular,andthesocietyhasconstantlyadvocatedtheconceptofhealthmaintenance.Peoplesdemandforhealthhasbecomeincreasinglyvigorousandtheirpursuithasbecomeincreasinglyintense.Withthecontinuousupgradingofpeoplesconsumptionstructure,theliberalizationofthedomestictwo-childpolicy,andthearrivalofanagingsociety,thedemandforhealthcareconsumptionwillbeconcentrated.Moreover,withthepopularizationofhealthknowledge,theimpactofmedicinalanddietaryproductsonpeopleslivesisbecomingmoreandmoreobviousandgraduallyacceptedbythepublic.

Thispaperconductsanempiricalstudyontheknowledge,applicationanddemandofGuangzhouconsumersdietarymedicinesthroughaquestionnairesurvey,withtheaimofunderstandingthecurrentmarketingstrategyanddevelopmentstatusofdietarymedicines,findingouttheirshortcomingsandputtingforwardpracticalsuggestionsaccordingly.Intheinvestigation,itisfoundthatconsumershaveabettermarketdemandfordietaryhealthcareofmedicinaldietaryproducts,buttheknowledgerelatedtomedicinaldietarytherapy,especiallytheknowledgecloselyrelatedtomedicinaldietaryproducts,isstillinthestageoflackofscientificeducation.Therefore,theknowledgeandeducationactivitiesrelatedtomedicateddietproductsshouldbeactivelycarriedout.Italsotriggeredthethinkinganddiscussi