药食同源创新产品的公众态度及发展条件探究——以新式中药饮品为例

Exploration of Public Attitudes and Development Conditions of Innovative Food and Medicine Homology Products--Take New Chinese Medicine Drinks as an Example

随着我国健康中国战略的推进,中医药大健康产业正迎来新风口,药食同源成为国家政策的重要导向,药食同源“治未病”的核心理念与人们日益增长的养生需求不谋而合。以新式中药饮品的网络爆火现象作为研究切入口,对爬取的B站相关视频的用户评论进行情感分析,划分评论文本的情感极性,从不同的公众态度出发分析药食同源创新产品的产业化发展条件。其优势条件包括有较好的群众基础,公众尝试意愿较强;相关产品线下布局尚缺,有较大的未来发展空间;药食同源产业规定不断完善,未来发展有法可依。劣势条件包括公众对药食同源概念总体了解不深;药食同源产品同质化现象明显;产品可推广性和生产可持续性有待考究。

With the promotion of Healthy China strategy,the Chinese medicine health industry is ushering in a new trend,Food and Medicine Homology has become an important direction of national policy,the core concept of"treating the disease before it occurs"coincides with people's growing demand for healthcare.Taking the phenomenon of new Chinese medicine drinks going viral on the internet as the research point,we conducted sentiment analysis on the users'comments of the relevant videos crawled from Bilibili,divided the sentiment polarity of the comment,and analyzed the industrialization development conditions of the innovative Food and Medicine Homology products from different public attitudes.Its advantages include a good mass base and strong public willingness to try;the offline layout of related products is still lacking,and there is a large space for future development;provisions for the Food and Medicine Homology industry have been continuously improved,and future development has laws to follow.The disadvantages include that the public's understanding of the concept of Food and Medicine Homology is relatively shallow;the homogeneity of Food and Medicine Homology products is obvious;product promotion and production sustainability need to be studied.