数字经济背景下老年保健食品市场发展路径研究——基于SWOT分析模型

Research on the Development Path of Elderly Health Food Market under the Background of Digital Economy—Based on SWOT Analysis Model

摘要: 随着数字经济的兴起，老年保健食品市场迎来新的发展机遇。本文基于SWOT分析模型，探讨了数字经济背景下老年保健食品市场的发展。优势方面，居民收入提高、健康意识增强，市场规模迅速扩张。劣势方面，品牌竞争分散、市场信任度待提高、个性化需求难以满足。机会方面，数字技术的应用、消费者行为的积极变化、利好政策支持为市场带来新动力。威胁方面，数字鸿沟、数字化转型挑战、行业竞争风险不容忽视。本文提出政策支持、市场监管、细分市场、数字化转型和品牌建设等对策，以促进老年保健食品市场的高质量发展。

Abstract: With the rise of the digital economy, the elderly health food market has ushered in new development opportunities. This article explores the development of the elderly health food market in the context of the digital economy based on the SWOT analysis model. In terms of advantages, residents’ income has increased, health awareness has strengthened, and the market size has rapidly expanded. In terms of disadvantages, brand competition is scattered, market trust needs to be improved, and personalized needs are difficult to meet. In terms of opportunities, the application of digital technology, positive changes in consumer behavior, and favorable policy support have brought new momentum to the market. In terms of threats, the digital divide, digital transformation challenges, and industry competition risks cannot be ignored. This article proposes measures such as policy support, market regulation, market segmentation, digital transformation, and brand building to promote the high-quality development of the elderly health food market.