保健品消费年轻化趋势下的营销策略研究
Research on Marketing Strategies under the Trend of Younger Consumption of Health Products

通过分析保健品消费年轻化的趋势，探讨了企业在这一趋势下的营销策略及面临的挑战。随着年轻消费者成为保健品市场的重要力量，企业需要不断调整其营销策略，以更好地满足这一群体的需求。数字化和技术的应用为保健品行业提供了新的发展契机，通过精准化营销、内容营销、社交媒体互动等策略可以吸引更多年轻消费者。保健品市场在快速增长的同时也面临着一系列挑战，如虚假宣传、市场竞争和监管政策的变化。未来，企业需要通过提高品牌透明度、加强规范化管理和优化行业生态来应对这些挑战，并积极探索个性化健康管理和全渠道营销的发展方向。
Through the analysis of the trend of younger consumption of health care products, this paper discusses the marketing strategies and challenges of enterprises under this trend. As young consumers become an important force in the health care products market, companies need to constantly adjust their marketing strategies to better meet the needs of this group. The application of digitalization and technology provides a new development opportunity for the health care products industry, including precision marketing, content marketing and social media interaction. While the health products market grows rapidly, it also faces a series of challenges, such as false publicity, market competition and changes in regulatory policy. In the future, companies need to address these challenges by improving brand transparency, innovating marketing strategies and strengthening consumer education, and actively explore the development direction of personalized health management and omni-channel marketing.