年輕族群選購保健食品習慣及需求探討

現今社會生活型態的變化下，台灣人民罹患慢性病以及癌症的比例持續增加，年齡也不斷從中年人口下修到壯年人口乃至於青年學子們。正因為如此，台灣地區國人都有保持身體健康的概念，但是現代人對於健康資訊的接收非常多元，對健康的看法不一。曾有文獻表示健康是個人一生持續與環境互動並漸趨複雜的型態與過程，具有高度主客觀性與共同差異性，也就是人們對於自己健康狀況的評價，包含與同年齡的人相比較，自己是否比他人健康或容易生病，及整體上自我認定的健康狀態。但往往這種主觀的健康評定方式卻也存在著許多問題，導致國人在年輕時經常缺乏危機意識，生活繁忙卻忘記補充平時應有的營養，總在邁入中壯年身體狀況下滑時才會重視平時的身體保健。因此，在本研究將利用問卷法進一步探討年輕族群對於保健食品的需求及想法，並為年輕族群設計一套行銷策略方法，增強及滿足年輕人購買保健食品的意願及需求，並順勢推廣大眾健康應從現在做起。

關鍵字

保健食品；客製化健康管理；商業模式；行銷策略；健康；品牌年輕化

並列摘要

Under the current changes in the pattern of social life, the proportion of people suffering from chronic diseases and cancers in Taiwan and increase continuously among the middle-aged population to the young population even young students. Because of this, most of people in Taiwan have concept of maintaining physical health information. But there are many different views on health. There have been literatures said that health goes a complicated types and process in which an individual’s life continuously interacts with the environment and becomes increasingly complex. It has a high degree of subjectivity and a common difference, that is, people evaluate their own health by comparing if they are healthier or easier to get the disease or not. However, this kind of self-identified health status often has many problems as well. It makes people lack of crisis awareness in their youth, and forget to add the usual nutrients in their busy lifestyle. They emphasize their physical health care until entering the mid-advanced age and this is not a good condition as we know. Therefore, in this study, the questionnaire will be used to further explore the needs and thoughts of young people about health foods and design a marketing strategy for young people to increase and satisfy the willingness and demand of young people to purchase health foods. All in all, we hope that we can finish this research and promote the right concept to public health as well.