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1、市场营销模拟实训课报告重庆市老年消费者保健食品消费行为 学号姓名班级组长2010211375罗银0341002李娅琴2010211378陈浩03410022010211397方娟娟03410022010211404李娅琴03410022010211406韩忠念03410022010211410毛洪炉03410022010211413李松03410022010211415龚超凡0341002theprovisionsofelectricpowerconstructionengineeringqualit
2、ysupervisionandquality...2.4.1.1theunitworksacceptancerateof100%,thequalityevaluationofatotalscoreof95orabove;2.4.1.2regulatedWeldingNDTinspection100%,regulatedweldingapassingrateof>99%,andweldbeadappearance;2.4.1.3boilerhydraulic39重庆市老年消费者保健食品消费行为调查分析摘要：随着“老龄
3、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”。通过对重庆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ASurveyon
4、ElderlyConsumers’HealthFoodConsumingBehaviorinZhejiangProvinceAbstract:Alongwiththeagingpopulationsociety,thedevelopmentofthesocialeconomyandtheimprovementofpeople’slivingstandard,enjoyingthemselves,entertainingthemselvesstarttobecomethepersuitoftheagingpopula
5、tion.Moreandmoreagedonescareabouttheirhealthmorethanever,especiallyinneedofthehealthfood.Buttheemergethefakehealthfood,putonlytstheagedones’livesindanger,butbringstheprestigecrisistothehealthfoodindustry.Throughthesurveyoftheagedones’consumingacknowledges,atti
6、tudes,behaviorsandotheraspects,herecomestheconclusionofthemainfactorsthatinfluenceagedones’behaviorsofhealthfoodpurchasing,andtheproblemsexistintheirbehaviors,relevantpoliciesandsuggestionsareprovidedbasedontheconclusion.Keywords:AgedConsumers;HealthFood;Consu
7、mingBehaviortheprovisionsofelectricpowerconstructionengineeringqualitysupervisionandquality...2.4.1.1theunitworksacceptancerateof100%,thequalityevaluationofatotalscoreof95orabove;2.4.1.2regulatedWeldingNDTinspection100%,regulatedweldingapassingrateof>99%,andwe
8、ldbeadappearance;2.4.1.3boilerhydraulic39目录引言1一、保健食品的内涵2二、国内外相关文献回顾与评述4（一）国外相关研究成果4（二）国内相关研究成果4四、重庆市老年人保健食品消费行为调查分析9（一）重庆市老年人保健食品消费认知和态度分析9五、老年消费者保健食品消费行为存在的问题27（一）缺乏对保健食品的正确认知27（二
