台灣保健食品產業之探討—以晨暉公司為例

Abstract

中文摘要 保健食品站在預防醫學(Preventative Medicine)的角度，具有增加營養、促進健康及延緩老化等效果，逐漸受到各國政府以及消費者所青睞。所以對相關產品之科學實證、功效宣稱管理、產業輔導等均為世界各國所重視。伴隨國內消費者健康意識之提升，以及社會人口結構日益趨向高齡化，增加了保健食品需求，而提供消費者品質更好、安全性更高、更具營養價值的保健食品，亦是業者追求目標。本研究經由探討台灣保健食品發展現況與未來展望，得到以下結論： 1.已開發與開發中國家面對日益龐大的醫療支出問題，逐漸將健康照護的傳統觀點從治療面轉移到預防面。這代表具有預防醫學概念的保健產品，將成為消費者最佳的選擇。 2.隨著各國管理法規趨於嚴格，安全性與功效性的驗證，勢必成為保健食品開發時的關鍵因素，故企業成功要素是首重於建立產品安全與功效的臨床證據，進而形成市場區隔和進入障礙。 3.台灣保健食品產業雖然競爭激烈，新進業者仍可透過深耕研發技術、掌握原料來源與創新的產品設計能力而累積競爭優勢，並藉由市場結構重整的機會，創造出可觀的企業利益與地位。

ABSTRACT Standing at the angle of Preventative Medicine, Heath Food which has the effects of increasing nutrition, promoting heath and delaying aging has gradually won the favors of governments and consumers. Therefore, the scientific evidence, efficacy claim management and industry guidance of relevant products are valued by countries. Accompanying the awakening of health consciousness and increasingly aging socio-demographic structure, there is an increased demand for Heath food. Hence, to provide product with better quality, higher safety and greater nutrition value for consumer is now the target of the industry. Through discussing the present development and future prospect of Health Food in Taiwan, this research concludes: 1.Facing the increasingly worsen issue of medical expenses, developed and developing countries has gradually shifted the traditional view point of health care from the aspect of treatment to aspect of prevention. That means the health products with preventive medicine concept are going to be the best choice of consumers. 2.Due to the fact that all nations have tightened regulation, examination on safety and efficacy bound to be the key factor when developing Health Food. For that reason, the first priority of company success is to establish the clinical evidences of product safety and efficacy, and to further form market segmentation and entry barrier. 3.Although Health Food industry in Taiwan is in keen competition, new entrants can still accumulate competitive advantage by using deep-rooted research developing technology to master the sources of raw materials and innovation ability of product design, and then to create considerable business profit and status via the opportunity of market restructuring.