时疫背景下的保健食品行业发展道路

The Development of Dietary Supplement Industry under the Background of Epidemic Disease

自2016年以来,随着业内的一些不良事件的发生,监督管理的要求不断加强,保健食品行业进入了较长的一段低谷期。2020年疫情发生后,行业格局发生了巨大的变化,民众保健意识的加强,使得民众对于保健食品的需求激增,中药保健食品也在新的历史时期迎来了发展机遇,企业对于销售渠道和营销模式的新媒体化创新,也催生出很多新的发展方向。在这种情况下,市场对于新时期保健食品的管理方法和评价标准有了更迫切的要求。文章就保健食品行业的政策发展和企业营销策展开分析,希望对于整体保健食品行业的发展方向提供借鉴。

Since 2016,some adverse events occurred,the regulatory management requirements were Strengthened,the health food industry has entered a long period of decline.With the emergence and spread of the epidemic in 2020,great changes have taken place in the industry pattern.The strengthening of public awareness about health care has led to significant increase in the demand for health food.Chinese traditional medicine health food has also encountered development opportunities in the new historical period.Enterprises’new media innovation in sales channels and marketing modes has also spawned many new development paths.In this case,market has new requirements for the management methods and evaluation standards of health food in the new period.This review analyzed the policies and marketing strategies of health food industry,hope to give some hints and references for the development direction of health food industry during the epidemic period.