在後疫情時代，保健食品市場的行銷策略面臨了新的挑戰和機遇。本研究從疫情對消費者健康意識的影響、購買行為的變化，到保健食品行銷策略的適應與創新進行了全面的分析和探討。隨著數位化和網絡技術的快速發展，消費者的購物行為也發生了變化。線上購物成為新常態，這使保健食品業者加大在數位平台上的行銷力度。社交媒體行銷、使用者生成內容行銷和線上互動成為吸引和保持消費者關注的重要手段。此外，透過數據分析了解消費者行為，實施個性化行銷，成為提高轉化率和客戶忠誠度的關鍵策略。
企業需要關注市場和消費者需求的持續變化，定期進行市場調研，了解消費者的新需求和偏好，並迅速適應這些變化，是企業能夠在競爭激烈的市場中保持競爭力的關鍵。後疫情時代的保健食品行銷策略需要增強產品吸引力、擴大數位行銷覆蓋以及敏捷應對市場變化等方面做出調整和創新。藉由保健食品行業的市場行銷專家、線上消費者及社交媒體和線上的內容創建者的訪談內容進行深入分析，為健康食品業者提供一些行銷策略上的建議。

In the post-pandemic era, the health food market faces new challenges and opportunities. This study conducts a comprehensive analysis and discussion of the impact of the pandemic on consumer health consciousness, changes in buying behaviors, and the adaptation and innovation of marketing strategies for health foods. With the rapid development of digital and network technologies, consumer shopping behaviors have changed significantly. Online shopping has become the new norm, prompting health food marketers to intensify their marketing efforts on digital platforms. Social media marketing, user-generated content, and online interactions have become crucial means of attracting and retaining consumer attention. Additionally, understanding consumer behavior through data analysis and implementing personalized marketing have become key strategies for increasing conversion rates and customer loyalty.
Companies need to remain vigilant to the continuous changes in the market and consumer demands. Conducting regular market research to understand new consumer needs and preferences and quickly adapting to these changes are crucial for maintaining competitiveness in a highly competitive market. Post-pandemic marketing strategies for health foods need to enhance product appeal, expand digital marketing coverage, and agilely respond to market changes. This study offers marketing strategy recommendations for health food marketers based on in-depth analysis of interviews with industry marketing experts, online consumers, and creators of content on social media and online platforms.

摘要 2
Abstract 3
謝誌 4
目錄 6
第一章 緒論 8
第一節 研究背景 8
第二節 研究動機與目的 11
第三節 研究流程 15
第二章 文獻探討 16
第一節 營養保健食品 16
第二節 使用者供應內容 22
第三節 消費者購買意願 24
第三章 研究方法 28
第一節 研究方法 28
第二節 訪談對象 30
第四章 訪談內容與結果分析 34
第一節 行銷4P 41
第五章 結論 45
第一節 消費者行為的轉變 45
第二節 行銷策略的調整 46
第三節 未來展望 47
參考文獻 49

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