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Consumer behavior investigation and marketing strategy research of Medicated Diet products-- Taking Guangzhou as an example【Abstract】In recent years, the concept of "health maintenance" has become extremely popular, and the society has constantly advocated the concept of health maintenance. People's demand for health has become increasingly vigorous and their pursuit has become increasingly intense. With the continuous upgrading of people's consumption structure, the liberalization of the domestic two-child policy, and the arrival of an aging society, the demand for health care consumption will be concentrated. Moreover, with the popularization of health knowledge, the impact of medicinal and dietary products on people's lives is becoming more and more obvious and gradually accepted by the public. This paper conducts an empirical study on the knowledge, application and demand of Guangzhou consumers' dietary medicines through a questionnaire survey, with the aim of understanding the current marketing strategy and development status of dietary medicines, finding out their shortcomings and putti...
