頁籤選單縮合
題 名 | 國內保健食品產業結構與發展趨勢=Market Structure and Development of Health Food in Taiwan |
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作 者 | 林瑩禎; 李素菁; 李河水; 華傑; | 書刊名 | 臺灣土地金融季刊 |
卷 期 | 36:4=142 1999.12[民88.12] |
頁 次 | 頁167-183+185-188 |
分類號 | 483.9 |
關鍵詞 | 保健食品; 市場結構; 消費者行為; 發展; 競爭力分析; Health food; Market structure; Consumer behavior; Development; Competitive analysis; |
語 文 | 中文(Chinese) |
中文摘要 | 保健食品為給予人體補充營養或預防疾病印象的食品的總稱,本研究透過廠商調 查、進口商調查及消費者調查,分析國內保健食品的市場概況,包括銷售通路、發展趨勢、 產品競爭力,及進入國內市場之策略建議。研究發現1996年國內保健食品銷售額約230億元, 主要商品為靈芝、花粉、草本茶、蜂王漿、維生素C、魚油及卵磷脂等。銷售通路以多層次 傳銷與藥房為主,佔90%。進口品佔市場量的一半。國內外產品競爭力比較上,進口品在品 質、效能及製造技術上較佔優勢,而國產品利潤較佳,包裝、價格表現尚可。國內保健食品 未來將朝成分及型態多樣化、低價位、高品質發展。預期含靈芝、維生素C、鈣之產品,適 合老年人及婦女之產品,錠劑、膠囊及飲品型態之產品將具發展性。 |
英文摘要 | Health food is defined as food which provides nutrition supplement and/or gives consumers the perception of disease prevention. Through the survey of producers, importers, and consumers, it was found that sales of health food reached a value of NT$ 23 billions in 1 996, with imported products occupying approximately 50 % of the market. The major popular items in the domestic market were Ganoderma, pollen, herb tea, royal jelly, vitamin C, fish oil, and lecithin. Most of the products (90 %) were distributed by multlevel marketing and drug store. Imported goods were superior to domestic ones in respect of quality, effectiveness and production technology. However, domestic products showed higher profit with lower price and ordinary level of package. For further development, lower price, high quality, with various unique ingredient and type of products, will be key success factors in the development of health food for the most potential consumers, i.e. the elderly and the female. The popular package type will be capsule, granular, and liquid as drink. The future of the industry is bright. |
本系統中英文摘要資訊取自各篇刊載內容。