北京白领人群对于保健食品的认知与消费行为分析

The Consumption Cognition and Behavior of Beijing White-collars for Health Care Food

保健食品产业是我国食品产业中发展较快的门类之一,也是国家食品产业规划中的重点行业。白领作为保健食品的重要消费群体,其消费特征值得关注和研究。本文从北京地区的白领人群对于保健食品的认知与行为两个层面来考察其消费特点,分析了目前保健食品市场存在的问题,并从产品研发、市场研究、宣传方式和销售渠道等方面提出了相应的建议。

The health care food industry is one of the fastest growing food industries in China,which is also the key industry in the national food industry planning.Since the white-collar crowd is an important part of the consumer groups of health care food,their consumption characteristics deserve attention and research.This paper analyzed the consumption characteristics of the white-collars from two aspects including cognition and behavior of the health care food,and pointed out the previous problems of the market.Based on the analysis results,this paper made relative recommendations on product R&D,market research,product promotion and production marketing.