篇一：保健食品消费行为实例调查与研究(市场营销毕业论文)
毕业论文
设计（论文）题目：保健食品消费行为实例调查与研究
姓 名
学 号
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保健食品消费行为实例调查与研究
摘 要：随着“老龄化社会”的到来，我国社会经济的发展和人民生活水平的提高，“老有所享”、“老有所乐”开始成为更多老年人的追求，越来越多的“银发族”更加关心自己的身体健康状况，对保健食品的需求尤为旺盛。但是市场上假冒伪劣的保健食品出现不仅危害了老年人身体健康，也给保健品企业带来了“信誉危机”。通过对温州市老年消费者保健食品消费认知、态度和消费行为等方面的实地调查，总结出影响老年消费者保健食品消费行为的主要影响因素及保健食品消费行为中存在的问题。并在此基础上提出一些相应的政策建议。
关键词：老年消费者；保健食品；消费行为
A Survey on Elderly Consumers’ Health Food Consuming
Behavior in Zhejiang Province
—take the City of Wenzhou for Example
Abstract: Along with the aging population society, the development of the social economy and the improvement of people’s living standard, enjoying themselves, entertaining themselves start to become the persuit of the aging population. More and more aged ones care about their health more than ever, especially in need of the health food. But the emerge the fake health food, put only ts the aged ones’ lives in danger, but brings the prestige crisis to the health food industry. Through the survey of the aged ones’ consuming acknowledges, attitudes, behaviors and other aspects, here comes the conclusion of the main factors that influence aged ones’ behaviors of health food purchasing, and the problems exist in their behaviors, relevant policies and suggestions are provided based on the conclusion.
Key words: Aged Consumers; Health Food; Consuming Behavior
引言????????????????????????????????1
一、保健食品的内涵?????????????????????????2
二、国内外相关文献回顾与评述????????????????????3
（一）国外相关研究成果??????????????????????? 3
（二）国内相关研究成果???????????????????????3
（三）综合评述???????????????????????????5
三、问卷调查过程与样本基本分析???????????????????5
（一）问卷设计???????????????????????????5
（二）调查过程???????????????????????????6
（三）分析方法???????????????????????????6
（四）样本概况???????????????????????????6
四、温州市老年消费者保健食品消费行为调查分析????????????7
（一）温州市老年消费者保健食品消费认知和态度分析??????????7
（二）温州市老年消费者保健食品消费行为调查分析???????????12
（三）温州市老年消费者保健食品消费行为的影响因素分析????????19
五、温州市老年消费者保健食品消费行为存在的问题???????????24
（一）缺乏对保健食品的正确认知???????????????????24
（二）对保健食品缺乏信任感???????????????????? 25
（三）保健食品消费支付能力有限?????????????????? 25
六、促进老年消费者保健食品消费行为的建议??????????????25
（一）对企业推广保健食品的建议???????????????????25
（二）对消费者保健食品消费的建议??????????????????28
（三）政府在保健食品推广中应发挥的作用???????????????29
七、结束语?????????????????????????????31 参考文献????????????????????????????? 32 附录：调查问卷?????????????????????????? 34
21世纪，人口老龄化的隆隆春雷已敲响了“灰色世纪”来临的钟声。随着我国社会经济的发展和人民生活水平的提高，“老有所享”、“老有所乐”开始成为更多老年人的追求，越来越多的“银发族”更加关心自己的身体健康状况，对保健食品的需求尤为旺盛。保健食品市场逐渐成为了一个庞大的消费市场。作为一个亟待培育的领域，保健品市场是未来市场的朝阳产业。从20世纪80年代蜂王浆的上市拉开了保健品的帷幕开始，保健品就一直呈现出高速发展的状态。无论是政府、社会还是个人都越来越关心老年人的生活、生命质量。而影响老年人生活质量的一个最重要的因素就是老年人的身体健康状况，这是实现健康老龄化的前提。加上我国自古以来就有的医食同源的养生文化，老年保健品有着极大的市场潜力。
购买力是购买能力和购买欲望的组合，对于老年保健品的消费来说除了老年人的购买能力以外，他们的消费欲望和消费意识也是影响老年保健市场的重要因素，而这个因素往往是不被重视的。保健品不是药品，不是包治百病，而很多老年消费者往往把保健品当药品买、当药品用，希望保健品也能像药品那样药到病除。而一些销售商正是利用了老年消费者的这种心理，依赖广告宣传，夸大产品奇特的功效，但是其效果却达不到其宣传的功效，给保健品企业带来了“信誉危机”。更为严重的是，有些不法分子利用老年人对保健品的关爱以及市场上对保健品的类似宣传进行非法活动，把老年人当做他们的宣传目标，致使老年人上当受骗。
综上所述，对老年消费者保健食品的消费行为进行分析研究具有重要的价值。笔者选择通过以温州市的老年人作为保健食品消费者的代表，对老年消费者保健食品的消费行为情况进行实地调查，以便了解老年消费者对保健食品消费认知、消费行为特征及存在的消费误区等。并从企业、政府及个人消费者三个方面提出一些促进保健食品消费的政策建议。
篇二：保健品市场营销策略分析
摘要
随着人们对健康的重要性的认识，对按摩器等保健品的要求越来越高，我国保健品产业形成了一个竞争极为激烈的产业，由于其他一些劣质保健药物的冲击，加上国内众多小品牌，低档次的保健产品，我国的保健产品连带按摩器市场陷入困境，按摩器经营益加困难，按摩器企业的营销面临极大挑战.对于保健行业的白热化，市场也完全趋向成熟的，而消费者的需求走向多元化，制定符合产品特色市场特色的营销策略；既是企业生存发展的必要条件，也是我们运用专业知识对市场的营销情况进行实践学习的机会，学以致用，理论联系实际，争取个人赢得发展按。
禾诗按摩器公司是江苏南通于2008年建立的一家以经营按摩器为主的公司，主要经营按摩椅等按摩器，文章首先阐述了禾诗按摩器公司营销策略研究的背景和研究意义及研究的目的,分析已有的营销策略,指出现在使用的营销策略中的一些问题,从产品策略,价格策略,分销渠道策略,促销策略这四个方面来进行组合营销分析,并提出更正的建议,以希望禾诗按摩器能够在南通甚至在江苏范围内有好的营销效果，达到一定的企业经营目标。
关键词: 禾诗公司 按摩器营销策略建议
Pick to
As people awareness of the importance of health, more and more high to the requirement of massager and other health care products, health products industry in China has created a highly competitive industry, due to the impact of other inferior health care drugs, combined with the domestic many small brands, low level of health care products, health care products in China market troubled joint massager, massage device management increasingly difficult, massager enterprise marketing
faces great challenge. For heated care industry, market is fully mature, and consumers demand diversification, formulated in line with the market characteristics of the marketing strategy of product feature; Is necessary for enterprise survival and development, we use professional knowledge to practice the opportunity to learn the marketing of the market.
Keywords: grain poem company massager marketing strategy recommendations
目录
摘要................................................................1
引言................................................................3
一、南通市禾诗公司概述..............................................4
（一）南通市禾诗公司的发展历程 .....................................4
（二）禾诗按摩器的市场竞争状况......................................4
二、禾诗按摩器面临的营销问题及原因分析..............................5
(一)禾诗按摩器营销策略存在的问题...................................5
1、产品策略方面的问题.............................................5
2、价格策略方面的问题.............................................6
3、分销渠道策略的问题.............................................6
4、促销策略方面的问题.............................................7
（二）禾诗按摩器营销策略问题的原因分析..............................8
三、对禾诗按摩器营销策略改进的建议..................................9
（一）对产品策略改进的建议..........................................9
（二）对价格策略改进的建议.........................................10
（三）对分销渠道策略改进的建议.....................................11
（四）对促销策略改进的建议.........................................13
四、结论...........................................................14
参考文献 ..........................................................16
致 谢 .............................................................18
附表1 .................. ..........................................19
引言
国民的生活水平的提高,使消费者的消费能力也有了很大的增强,这是保健行业增长的重要因素,国家近年来加大对按摩器等保健品生产企业的投入力度,而且在政策和监管方面出台了更加细致的政策,规范了行业的发展,以引导企业的发展,而且人们生活水平的提高致使人们对于按摩器等保健品的需求和保健观念的转变为行业发展注入了新的契机和动力,所以说,保健行业迎来了新的发展机遇。面对行业大幅度增长的需求,行业的管理混乱是一个不争的事实,中国按摩器企业技术研发严重不足,但是大部分广告宣传却夸大其词,这不仅严重损害了消费者的利益,还让整个按摩器行业产生了信任危机,在这种条件下,洋品牌按摩器则待机抢占了中国按摩器市场,目前，已有几十多家知名按摩器跨国公司，通过收购、兼并、租赁等形式，在中国设立分厂，这大大影响了中国的市场。
如何推动按摩器生产企业合理开拓市场是摆在每一个企业面前的重要问题。中国的按摩器企业不能再仅仅埋头做市场了，必须跳出来重新审视一下自身所处的环境，多关注市场竞争格局的变化，认真评估企业目前所面临的威胁，以采取相应的营销策略与战术规避风险，从而立足长远，探索出一条新市场环境下保健品的发展道路。
一、南通市禾诗公司概述
(一) 南通市禾诗公司的发展历程
禾诗公司是2008年3月正式成立于江苏省南通市的一家私营企业。它位于南通市人民中路南通市中医院厦对面,地理位置优越,交通便利,占地面积1000个平方,主要经营按摩器、足浴器、美容瘦身仪器等一些健身仪器,连带经营一些保健食品及保健药品 ，禾诗按摩器通过在旧款按摩器的基础上加上了对人体有益的科学元素，在按摩器市场上占据一席之位。
公司是产品专业化生产公司,雄厚的技术力量和先进的加工设备和拥有完整的，科学的质量管理设备体系。公司有一定的诚信,实力和产品质量。其经销批发的电子血压计、红外电子体温计、颈椎按摩器、腰部按摩器等畅销市场,在消费者中有较高的地位,公司已经与多家零售商和代理商建立了稳定合作的关系。公司秉承”顾客至上,奋发进取”的经营理念,坚持”忠实服务顾客”的原则一直为广大客户提供优质的保健服务。 禾诗公司按摩器在2013年公司销售额已经达到800万,销售在同类产品中处于中等偏下的地位,随着公司规模化的发展和消费者需要的不断变化,在市场壮大过程中出现了一系列的问题,如市场渠道难以扩张,消费者的品牌印象不强,盈利能力低,产品系列不全等等问题,这些问题如果不及时解决必定会影响企业的可持续发展,而这些问题一定程度上都是因为企业没有针对性的进行营销尤其是营销策略的选择与制定上并不科学。这些问题致使禾诗公司的销售额没有增长,其在市场上的地位也一直停滞不前。
(二) 禾诗按摩器的市场竞争状况
我国自古就开创独立的养生学说，而今不断提高的生活水平使“花钱买健康”成为一种社会时尚，而这种时尚促使了保健品消费市场日趋扩大,而且在保健品市场上,按摩器的销售量最为广大,销售前景最好,据报道，90年代中期，我国按摩器等保健品的生产企业已达3000多家，品种4000多个。在产品上,医学方面的临床应用范围极广，涉及治疗的各个学科。2000年，我国按摩器销售额已突破100亿。近几年，我国城乡居民在按摩器方面的消费支出以15～30%的速度增长，明显高于发达国家。
我国按摩器的生产企业中，中小企业占绝大多数，规模企业比较少量，行业进入门槛很低。但是目前世界上10多家知名按摩器跨国公司，通过收购、兼并、
篇三：食品毕业论文范文
毕 业 论 文
题目名称：
题目类别：
学 生：
学院(系)：
专业班级： 指导教师： 鱼鳔非油炸膨化技术研究 毕 业 论 文 *** 生命科学学院 ********* *****
辅导教师：
时 间： 2011年11月至2012年6月
目录
毕业论文（设计）任务书 ··························································································· I 开题报告 ························································································································· II 指导老师评审意 ············································································································ III 评阅老师评语 ················································································································ IV 答辩会议记录 ················································································································ V 中文摘要 ························································································································· VI 英文摘要 ······················································································································· VII 1前言 ······························································································································ 1
1.1鱼鳔及其功能简介 ························································································· 1
1.2国内外研究现状及发展趋势 ········································································· 3
1.3本课题研究的意义和目的 ············································································· 3 2材料与方法 ················································································································· 4
2.1实验材料 ·········································································································· 4
2.2鱼鳔的含水量测定 ························································································· 4
2.3膨化方法 ·········································································································· 4
2.4鱼鳔膨化后的判定指标 ················································································· 5 3结果与分析 ················································································································· 5
3.1微波的膨化时间对鱼鳔膨化的影响 ······························································ 5
3.2微波对不同含水量的鱼鳔膨化的影响 ·························································· 6
3.3微波的膨化功率对鱼鳔膨化的影响 ······························································ 7
3.4盐炒、沙炒对不同含水量的鱼鳔膨化的影响 ·············································· 7
3.5盐炒、沙炒的时间对鱼鳔膨化的影响 ·························································· 8
3.6盐炒、沙炒的温度对鱼鳔膨化的影响 ·························································· 9 4结论 ······························································································································ 9 参考文献 ························································································································· 10 致谢 ································································································································· 12
鱼鳔非油炸膨化技术研究
学 生：***，**大学生命科学学院
指导老师：***，**大学生命科学学院
[摘要] 该文以鱼鳔为原料，并采取直接干燥法测定鱼鳔的含水量，研究鱼鳔在微波、盐炒、沙炒膨化后的效果，在每个不同的膨化温度，每个不同的膨化时间里进行膨化，膨化之后的鱼鳔进行膨化度的测定，色泽是否正常，外形是否饱满。本实验室采用膨化度测定，利用鱼鳔膨化前与膨化后的体积比，来确定鱼鳔膨化过程的最佳温度、时间和含水量。膨化度能反映出鱼鳔的膨化程度，比例越小，膨化度越高；反之，膨化度则越低。结果表明：膨化度最高，色泽最好的，外形饱满的那一份鱼鳔的膨化温度、膨化时间和所含水量，即为鱼鳔在这一方法膨化过程中的最佳膨化温度、时间和含水量。本实验得到鱼鳔在微波膨化的最佳功率、时间和含水量分别为700W、100s和15%；在盐炒和沙炒膨化的最佳温度、时间和含水量分别为160℃、5min和13%；而盐炒相对于沙炒后的鱼鳔来说，香味更浓。
[关键词] 鱼鳔；非油炸； 膨化
VI
Study On Non-fried Puffing Technology Of Fish
Bladder
Student: Han Yuling, College of Life Sciences, Yangtze University
Supervisor: Wu Guangxu, College of Life Sciences, Yangtze University
[Abstract] This paper takes the swim bladder of fish as the raw material, and conducts the direct drying method to determinate the moisture content of the fish, and to research puffed effect of the fish after being in the microwave, salty fried, and sandy fried. The fish was puffed in each of the extrusion temperature and bulking time, then was measured for puffing degree measurement, whether the color is normal or not and the shape is full or not. The laboratory takes the puffing degree determination, that is using the volume ratio between before expanded and after expanded , to determine the optimum temperature, time and water in puffing process of swim bladder. The volume ratio can reflect the expanded degree of swim bladder:the smaller the ratio ,the higher the puffing degree; conversely, the lower the puffing degree. The results show that: the puffing temperature, swelling time and moisture content of the fish that of the highest puffing degree, the best color and plump appearance are meanwhile the optimum puffing temperature, swelling time and moisture content of a fish in the expansion process.The experiment works out the optimal power, time and moisture content of fish in the microwave puffing were 700W,100s and 15%; the optimum temperature, time and water content in the salty fried and sandy fried puffed are at respectively 160℃, 5min and 13% ; and salty fried swim bladder smells better than the sandy fried one.
[Key words] fish bladder; non-fried；puffing technology
VII
前言
鱼鳔非油炸膨化技术研究
1 前言
1.1 鱼鳔及其功能简介
鱼鳔，是鱼体腔内主司沉浮的胶质囊。又叫鱼肚、鱼白、鱼泡、压胞，是鱼体重要的比重调节器官，同时在感压、发声和呼吸方面也有一定的作用。不仅是筵席的名菜，还有相当的滋补作用和药用价值，可补肾，润肺，滋肝，止血。加工成鱼缥胶在医药和保健品上有多种用途。
鱼鳔的功能：
1、鱼的升降，不是靠鱼鳔，鱼鳔只能控制鱼体比重使鱼保持在某一个水层。偶鳍中胸鳍和腹鳍控制平衡，奇鳍中背鳍和臀鳍保持平衡。尾鳍用来控制方向，而鱼在水中，静止或半静止状态，消耗能量是最少的。鱼鳔就起到了保持鱼体静止时平衡鱼体的作用。背鳍和腹鳍确保鱼体处在垂直线上。两侧的鱼线是平衡探测线，鱼脊骨就是
鱼鳔的生长随鱼体的生长而生长，直到鱼体停止生长，鱼鳔也停止生长。它的形状是由鱼体的形状和腹腔的空间结构而决定的，使鱼体各点产生了浮力与不同部位产生的重力相抵消。就鲤鱼而言，鱼鳔的前后两部分结构也是为适应鱼体快速转向而进化成的。能随鱼体的快速变形而快速弯曲，达到迅速保持身体平衡，不至于引起鱼体侧翻。
鱼龄的不同，鱼鳔的大小也是不同的。同种鱼内部气压是相同的，当鱼下潜时，鱼鳔肌会收缩，空间变小，气压变大，以抵消水压的作用。当鱼上浮时，水压变小，鱼鳔肌放松，空间变大，气压变小。因此，鱼鳔肌控制着鱼鳔承受压力的大小，决定着不同鱼种生活的不同水域。鱼鳔肌厚实，承受压力大。生活在较深水域，是深水（海）鱼。相反，则只能在浅水（海）活动。
软骨鱼无鱼鳔，因此，不能使身体保持静止，只能靠不停地游动保持上下平
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