銀髮健康食品包裝設計與行銷策略之內容分析

The Content Analysis in Packaging Design and Marketing Strategy of the Senior Health Foods

林欣怡(Shin-Yi Lin) ； 陳雪芬(Shueh-Fen Chen)

《健康生活與成功老化學刊》 6卷1期 (2014/09) Pp. 25-42

摘要

隨著高齡人口的增加，健康食品的食用人口亦呈現增加的趨勢。而健康食品是一種需要圖形及文字說明做為行銷工具的產品，因此，產品包裝上的圖形及文字設計即成為健康食品成功行銷的重要因素之一。本研究以已取得衛生署認證之健康食品為對象，從老年人關注之健康議題與保健功效來探討銀髮健康食品的包裝設計，希望了解以銀髮保健為導向之健康食品發展現況，並透過內容分析法來研究銀髮健康食品包裝之設計意涵，再透過包裝設計之意涵進一步分析健康食品業者之行銷策略。本研究分析結果實證了健康食品產業的發展已逐漸導向以銀髮保健功效為重點之產品開發，除了持續發展市場上已趨大宗之調節血脂與免疫調節保健功效之健康食品外，更積極的開發其他具有銀髮保健功效之健康食品；在包裝設計之行銷策略上絕大多數健康食品業者呈現出「品牌形象」重要性大於「保健功能」的概念，並同時兼具理性與感性思考模式之圖文設計來刺激消費者與產品資訊發生共鳴，以期達成說服購買的目的。最後希望透過本研究的分析，可為健康食品產業在銀髮市場的未來發展提供一些貢獻。

關鍵字

銀髮保健 ； 健康食品 ； 包裝設計 ； 行銷策略 ； 內容分析

並列摘要

The number of people who take health foods increases as the elder population grows. The advertising words and images on the product covers become one of crucial factors in a successful marketing strategy. We discuss the recent developing situation of health foods for seniors' care, the meaning of the foods packaging designs and the marketing strategy of the operators. This research selected the health foods that had been authenticated by Department of Health. The content analysis of method was used. The results show increasing focus on the health effect for the elder in health foods industry. Most products are used for regulating serum lipids and immune system and other different effects for elderly health are gradually being developing in this booming market. About the marketing strategy on packaging designs, it shows that most operators put more emphasis on their brand images than the health effects of the products and both rational and sensible words and images are used to stimulate consumers to buy their products. The analysis results is hoped to provide some empirical suggestions for the elder health care foods market in the future.

並列關鍵字

senior health care ； health foods ； packaging design ； marketing strategy ； content analysis