基于同仁堂中药饮品迅速流行现象探究朋克养生经济发展现状

Exploring the Current Development of Punk Health Economy Based on the Phenomenon of Tongrentang Traditional Chinese Medicine Drink’s Popularity

摘要: 随着科技的进步和经济的发展，人们的生活节奏不断加快，生活压力也与日俱增，对便捷有效养生方式的需求不断增长。朋克养生作为一种结合传统养生与现代生活方式的独特方式，反映了年轻人在高压生活中的健康需求。同仁堂作为中药行业的老字号，通过创新推出中药饮品，迅速成为朋克养生文化的代表产品之一。研究采用问卷调查法，对当代年轻人对中药饮品及朋克养生的认知情况进行调查，并通过随机森林模型和Logistic回归模型，分析了受访者对同仁堂中药饮品的满意度和它对朋克养生经济的促进作用。结果显示，同仁堂中药饮品在产品创新、市场销量、产业形成和营造经济热点方面具有正面影响，但在扩大消费群体方面存在挑战。本文为相关企业提供了市场定位、产品创新和营销策略的参考，同时为推动中医药产业的现代化转型和朋克养生经济的健康发展贡献力量。

Abstract: With the development of technology and economic progress, the pace of life has been constantly accelerating, and the pressure of daily living has been increasing, leading to a growing demand for convenient and effective ways to maintain health. Punk health, as a unique approach combining traditional health practices with modern lifestyles, reflects the health needs of young people in a high-pressure life. Tongrentang, a time-honored brand in the traditional Chinese medicine industry, quickly became one of the representative products of punk health culture through its innovation in launching TCM drinks. This study uses a questionnaire survey method to investigate contemporary young people’s awareness of TCM drinks and punk health, and analyzes the respondents’ satisfaction with Tongrentang’s TCM drinks and their role in promoting the punk health economy using Random Forest and Logistic Regression models. The results show that Tongrentang’s TCM drinks have a positive impact on product innovation, market sales, industry formation, and creating economic hotspots, but there are challenges in expanding the consumer base. This paper provides reference for related enterprises in market positioning, product innovation, and marketing strategies, while contributing to the modernization transformation of the traditional Chinese medicine industry and the healthy development of the punk health economy.