台灣地區保健食品消費力探討

目的：探討台灣地區前十大死因中，因疾病相關死亡者，其健保就醫費用與保健食品消費力之關聯性，以及建構保健食品消費力之樹狀結構模型，以協助食品生技業者，篩選重要變數；並利用集群分析與判別分析，找出各群中不同特性之分布情形，並針對各群特性，提供不同的行銷建議。方法：依據2011年輔仁大學謝邦昌教授之台灣地區城市消費力資料庫、內政部統計年報，以及衛生署全民健康保險醫療統計年報之資料，並利用統計方法結合資料採礦技術，以集群分析、判別分析、決策樹分析等方法進行資料分析。結論：保健食品消費力愈高之鄉鎮市區，其居民在「惡性腫瘤」、「心臟疾病」、「腦血管疾病」、「糖尿病」、「肺炎」、「慢性下呼吸道疾病」、「慢性肝病」、「高血壓」以及「腎炎」等疾病之健保醫療費用也愈高。由本研究之保健食品消費力決策樹模型中發現，「惡性腫瘤」、「心臟疾病」及「糖尿病」之健保醫療費用為分類的三個主要變數。此外，研究結果將保健食品市場區隔為三類，分別為重視保健族、樂天知命族以及中庸族，本研究並針對各族群特性，提供不同的行銷建議。

關鍵字

城市消費力；保健食品

並列摘要

Purpose: The study was aimed (1) to analyze the correlation between the disease medical expenses of the top ten death causes in the Taiwan National Health Insurance (NHI) and City Consumption Power (CCP) of health food, (2) to build the decision trees models for CCP of health food in order to assist the food biotechnology companies for selecting decisive variables, and (3) to group the CCP distribution and identify their characteristics for providing the recommendations of marketing by cluster analysis and discriminant analysisMethods: In the study, the databases from the City Consumption Power data set by Dr. Ben-Chang Shia, Fu Jen Catholic University, the statistical report by Ministry of the Interior, and by Department of Health were integratedly analyzed by statistical methods combining data mining techniques including cluster analysis, discriminant analysis and decision trees analysis.Conclusion: The study firstly concluded that the higher on the CCP of health food in Taiwan, the higher the NHI medical expenses on malignant tumors, heart diseases, cerebrovascular diseases, diabetes, pneumonia, chronic lower respiratory diseases, chronic liver disease, hypertension, and nephritis. Secondly, according to the decision trees models for CCP of health food, NHI medical expenses on malignant tumors, heart diseases and diabetes were the three main variables for grouping CCP of health food. From the results the Taiwan market of health food could be divided into three categories, named as the group of emphasis on health, optimistic attitude, and golden-mean, respectively. Then, based on the characteristics of each group, some different marketing strategies were suggested for increasing CCP of health food in the study.