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不以治疗为目的 但和疾病有关联 把保健食品概念说明白

2015-07-18 09:55:56    来源: 中国食品报

  JINNIAN7YUE1RI,《BAOJIANSHIPINZHUCEYUBEIANGUANLIBANFA》(YIXIAJIANCHENG《BANFA》)KAISHISHISHI。YUZHIXINGLE10NIANDE《BAOJIANSHIPINZHUCEGUANLIBANFA(SHIXING)》XIANGBI,《BANFA》CHULEGENJUSHIPINANQUANFADEYAOQIUZENGJIALEBEIANNEIRONG,HAIYOUYIGEMINGXIANDEBUTONG,JIUSHISUIRANSHIPINANQUANFAQIANGDIAOBAOJIANSHIPINZUOWEITESHUSHIPINZHUCEGUANLI,DANSHI《BANFA》ZISHIZHIZHONGBINGMEIYOUSHUOSHENMESHIBAOJIANSHIPIN。YUSHIYIGEGANGADEXIANXIANGCHUXIANLE:ZAIXIANXINGFAGUIZHIZHONG,ZHAOBUDAOBAOJIANSHIPINDEDINGYI。BAOJIANSHIPINDEZUOYONGSHISHENME?BAOJIANSHIPINHEJIBINGZHILIAOYOUHEGUANXI?HEYAOPINYOUHEQUBIE?ZHEIXIEWENTIZAIYICIYINQILEYENEIDESIKAO。

  功效概念

  保健食品没有说清楚

    JUYENEIRENSHIJIESHAO,《BANFA》MEIYOUDINGYIBAOJIANSHIPIN,SHIYINWEIZHEIGEDINGYIYAOZAI《SHIPINANQUANFASHISHITIAOLI》ZHONGXIECHU。DANSHI《SHIPINANQUANFASHISHITIAOLI》BINGWEIJISHIGONGBU,YOUCIXINGCHENGLEBAOJIANSHIPINFAGUIDINGYIDEZHENKONGQI。

  MUQIANBAOJIANSHIPINYIJUDEDINGYISHI《SHIPINANQUANGUOJIABIAOZHUN BAOJIANSHIPIN》(GB 16740-2014):“SHENGCHENGBINGJUYOUTEDINGBAOJIANGONGNENGHUOZHEYIBUCHONGWEISHENGSU、KUANGWUZHIWEIMUDEDESHIPIN。JISHIYONGYUTEDINGRENQUNSHIYONG,JUYOUDIAOJIEJITIGONGNENG,BUYIZHILIAOJIBINGWEIMUDE,BINGQIEDUIRENTIBUCHANSHENGRENHEJIXING、YAJIXINGHUOMANXINGWEIHAIDESHIPIN。”CIWAI,GUOJIASHIYAOJIANZONGJUGONGBUDE《SHIPINANQUANFASHISHITIAOLI(XIUDINGCAOANZHENGQIUYIJIANGAO)》ZHONGDUIYUBAOJIANSHIPINYOUZHEIYANGDEDINGYI:“BAOJIANSHIPIN,ZHISHENGCHENGJUYOUBAOJIANGONGNENGHUOZHEYIBUCHONGWEISHENGSU、KUANGWUZHIDENGYINGYANGWUZHIWEIMUDE,NENGGOUDIAOJIERENTIJINENG,BUYIZHILIAOJIBINGWEIMUDE,HANYOUTEDINGGONGNENGCHENGFEN,SHIYIYUTEDINGRENQUNSHIYONG,YOUGUIDINGSHIYONGLIANGDESHIPIN。”SUIRANZHEIGEDINGYIHAIMEIYOUZHENGSHIFABU,DANKEYIRENWEISHIBAOJIANSHIPINDEJIBENSHUXING。ER《BANFA》ZHONGDEXIANGGUANGUIDINGYESHIYIJUZHEIXIESHUXING。DANSHIZHEIXIEGUANYUBAOJIANSHIPINDEDINGYIBINGWEIBABAOJIANSHIPINDEGAINIANSHUOQINGCHU。

  ZHONGGUOBAOJIANXIEHUIFULISHIZHANGJIAYAGUANGSHUO,ANZHAOCHUANTONGDESHUOFA,BAOJIANSHIPINSHIZHICHILEKEYIQIANGSHENJIANTIDEZIBUPINHEDUIYIXIEJIBINGYOUZHILIAOXIAOGUODEDIAOLICHANPIN。ZAI1996NIAN《BAOJIANSHIPINGUANLIBANFA》CHUTAIZHIQIAN,XIAOFEIZHEJIUSHIANZHAOZHEIYANGPOSUDEGAINIANLIJIEHEXIAOFEIBAOJIANSHIPIN。ERZAI1996NIANBAOJIANSHIPINYOULEFADINGGAINIANZHIHOU,HAIYOUYIGEBAOJIANYAOPINYUBAOJIANSHIPINGONGSHENGLE8NIAN,ZAOCHENGLEHENDUORENLIANSHIPINHEYAOPINDEQUBIEDOUMOHULE。ERXIANYOUBAOJIANSHIPINDINGYILI“BUYIZHILIAOJIBINGWEIMUDE”DECHANSHU,YEYIRANGRENFEIJIEDEFANGSHIBABAOJIANSHIPINYUJIBINGGUASHANGLEGOU。

  面对疾病

  保健食品的确有作用

  ZAIBAOJIANSHIPINDEGAINIANZHONG,“TEDINGBAOJIANGONGNENG”“SHIYONGYUTEDINGRENQUNSHIYONG”HE“BUYIZHILIAOJIBINGWEIMUDE”SHI3GEGUANJIANDEMIAOSHU。

  SHISHISHANG,BAOJIANSHIPINTONGJIBINGZHILIAODEQUEYOUYIDINGDEGUANXI,ZHENGCHANGRENQUNSHIYONGZHEIXIECHANPINKEYIGAISHANJIANKANGZHUANGKUANG,JIANSHAOFASHENGJIBINGDEFENGXIAN,ERBINGRENRUGUOYONGHAOZHEIXIECHANPIN,KEYIGAISHANTIZHIZENGQIANGYAOWUDELIAOXIAO。

  JUTONGJI,YOU75%DERENQUNCHUYUYAJIANKANGZHUANGTAI,ERZHEIXIERENQUNJIUSHIXUYAOBAOJIANSHIPINDE“TEDINGRENQUN”。SUOYI,BAOJIANSHIPINSUIRANBUSHISHENGHUODEJIBENBIXUPIN,QUEDUITIGAOYAJIANKANGRENQUNDEJIANKANGSHUIPINGHESHENGHUOZHILIANG、JIANGDIJIBINGFASHENGFENGXIANQIDAOLEZHONGYAODEZUOYONG。ZHEIYEJIUSHIBAOJIANSHIPINDE“TEDINGBAOJIANGONGNENG”HUOZHESHUOSHIQIYUJIBINGZHILIAODEGUANXI。

45棋牌下载  ZHONGGUOYINGYANGBAOJIANSHIPINXIEHUIFUMISHUZHANGGUOHAIFENGSHUO,CONGLILUNSHANGJIANG,RENHESHIWUDOUJUYOUYIDINGDEGONGNENGXING,SUOYOUDEBAOJIANSHIPINHEHENDUOPUTONGSHIPINZHONGDOUHANYOUDUIRENTIJIANKANGYOUYIDEWUZHI,HENDUOBAOJIANSHIPINPEIFANGZHONGSUOYONGDEYUANLIAOSHIKEYIRUYAODEWUZHI,DANZHEIXIECHENGFENDEHANLIANGGENBENDABUDAOYAOPINDEJIBIE,ZIRANYEJIUTANBUSHANGZHILIAOZUOYONG。

  百姓消费

  总把保健功能当疗效

  XIAOFEIZHEJINGCHANGTICHUZHEIYANGDEWENTI:ZHEIGEBAOJIANSHIPINGUANYONGMA?“GUANYONG”SHIXIAOFEIZHEDUIYUBAOJIANSHIPINDESUQIU,QIBENYIJIUSHI,WOSHENTIYOUBUSHIZHENGZHUANG,CHILEZHEIGEBAOJIANSHIPINNENGFOUGAISHAN?ZHEIZHONGSUQIUWEIBEILEBAOJIANSHIPINDESHUXING。

  XUYAOQIANGDIAODESHI,ZAIXIANSHIDANGZHONG,QUESHICUNZAIZHEBAOJIANSHIPIN“GUANYONG”DEANLI,DANZHEIZHISHIMEIYOUJINGGUOKEXUEPINGJIA、QUEFAKEXUEYIJUDEGEAN。YIGEYOUBULIANGZHENGZHUANGDERENCHILEBAOJIANSHIPINZHENGZHUANGGAISHAN,KEYISHUOSHIPINZHONGHANYOUZHENDUIJIBINGDEGONGNENGCHENGFEN,DANSHIMEIFASHUOCHUZHEIXIECHENGFENYUJIBINGZHILIAODELIANGXIAOGUANXI;KEYISHUOCHILEMOUZHONGSHIPINGAISHANLEMOUZHONGJIBINGZHENGZHUANG,DANSHIMEIFASHUOCHUSHIPINDEYAOLIXIAOGUOHEZHILIAOJIBINGDEJILI。

  CONG1996NIAN《BAOJIANSHIPINGUANLIBANFA》SHISHIKAISHI,BAOJIANSHIPINDEGAINIANYIJINGCUNZAILE20NIAN,QIJIAN,FAGUIBUDUANWANSHAN,ZHUCESHENPIZHIDUJIJINGDIAOZHENG,DANSHIJIANGUANSHOUDUANYIZHIZHIHOUYUBUDUANSHENGJIDEJIANKANGXIAOFEI。MUQIANWOGUOPIZHUNDEGUOCHANHEJINKOUBAOJIANSHIPINYIJINGCHAOGUOLE1.6WANGE,DANGONGNENGDEJUXIAN、SHENPIDEFANSUO、FEIYONGDEANGGUI、SHENGCHENGDEXIANZHIDENGJIANGUANZHONGDEWENTIYIZHIKUNRAOZHEBAOJIANSHIPINCHANYE。ZAIZHEIYANGDEHUANJINGXIA,QIYEBUYUANYIBA“BAOJIANSHIPINBUNENGZHIBING”DEZHENGQUELINIANCHUANDIJIXIAOFEIZHE。XIANGFAN,WEILELIYI,TAMENYUANYIXIAOFEIZHEBABAOJIANSHIPINDANGCHENGYAOPINXIAOFEI。

  不当营销

  借消费误区制造痛点

  YIKUANYOUSHANDONGBAIANRUISHENGWUYAOYEYOUXIANGONGSISHENGCHANDE“SHUSHI”LINZHIXIANSIANSUAN·YAPIANTANGGUO,BENSHIYIGEPUTONGSHIPIN,QUEXUANCHENG“GUONEISHOUCHUANG、GUOJILINGXIAN”“TIGAOJIYILI、HUANJIENAOPILAO、FANGZHIJIANWANGZHENG”。YIGEMINGWEI“BAIBANGPAIDASUANSHAJIYOURUANJIAONANG”DEBAOJIANSHIPIN,HUOPIDEBAOJIANGONGNENGSHI“ZENGQIANGMIANYILI”,QUEXUANCHENGDUIXINXUEGUANXITONGDENGJIBINGYOUZUOYONG,BASHIPINDANGCHENGYAOPINSHENGCHENGYIJINGCHENGWEILEJIAOWEIPUBIANDEWEIFAXIANXIANG。

  JUYENEIRENSHIZHICHU,FUWUYINGXIAOSHIBAOJIANSHIPINYOUXIAODEXIAOSHOUMOSHI,MIANDUIDEDUOSHITIRUODUOBINGDELAOREN。ZHEIXIELAORENZUIGUANXINDEJIUSHIXIAOCHUJIBINGDAIJIZISHENDETONGKU,DUITAMENZUIWEIYOUXIAODEGOUTONGJIAOLIUFANGSHIJIUSHISHUOTAMENDEJIBING,YIGEZHONGFANGSHISHENGCHENGBAOJIANSHIPINNENGGOUZHIBING,MANZUQI“GUANYONG”DESUQIU。

  HAOWUYIWEN,SHIPINSHUOLIAOXIAOSHIYIZHONGWEIFAXINGWEI。SHIPINANQUANFAMINGQUEZHICHU:SHIPIN,ZHIGEZHONGGONGRENSHIYONGHUOZHEYINYONGDECHENGPINHEYUANLIAOYIJIANZHAOCHUANTONGJISHISHIPINYOUSHIZHONGYAOCAIDEWUPIN,DANSHIBUBAOKUOYIZHILIAOWEIMUDEDEWUPIN。SHIPINANQUANFADIQISHISANTIAOGUIDING:SHIPINGUANGGAODENEIRONGYINGDANGZHENSHIHEFA,BUDEHANYOUXUJIANEIRONG,BUDESHEJIJIBINGYUFANG、ZHILIAOGONGNENG。DIQISHIJIUTIAOGUIDING:BAOJIANSHIPINGUANGGAOCHUYINGDANGFUHEBENFADIQISHISANTIAODEGUIDINGWAI,HAIYINGDANGSHENGMING“BENPINBUNENGDAITIYAOWU”;QINEIRONGYINGDANGJINGSHENGCHANQIYESUOZAIDISHENG、ZIZHIQU、ZHIXIASHIRENMINZHENGFUSHIPINYAOPINJIANDUGUANLIBUMENSHENCHAPIZHUN,QUDEBAOJIANSHIPINGUANGGAOPIZHUNWENJIAN。

  概念创新

  把保健食品讲述明白

45棋牌下载  YUJIANKANGXUQIUXINGCHENGJUDAFANCHADEXIANXIANGSHI,BAOJIANSHIPINKEPUHAISHIZHENKONGDIDAI。HENDUOXIAOFEIZHEBUZHIDAOSHENMESHIBAOJIANSHIPIN,BUZHIDAOBAOJIANSHIPINYUPUTONGSHIPINHEYAOPINDEQUBIE,BUZHIDAOBAOJIANSHIPINZHUCESHENPIDENEIHAN。MIANDUIBAOJIANSHIPIN,XIAOFEIZHECUNZAIZHEBUHUICHI、BUGANCHIDEXIANXIANG。ZHEIXIEMANGQUZIRANJIUCHENGWEILEWEIFAZHEYOUZOUDEKONGJIAN。

45棋牌下载  JIAYAGUANGBIAOSHI,YAORANGXIAOFEIZHEMINGBAIBAOJIANSHIPINDESHUXINGHEZUOYONG,GUANJIANZAIYUJIANGUANBUMENGUANNIANDEGAIBIAN。SHOUXIANSHIYAOYUNXUQIYEYIHEFADEFANGSHICHANSHUBAOJIANSHIPINYUJIBINGZHIJIANDEGUANXI,QIMAYUNXUBAGONGNENGSHUODEGENGXIANGJINYIXIE。XIANZAIYIJINGYOUHENDUOCHANPINZAIBIAOQIANHESHUOMINGSHUSHANGDATANGONGXIAOCHENGFENDEZUOYONG,YUQIRANGQIYEFEIJINXINSIDACABIANQIU,BURUJICHUYIGEKAIFANG、GUIFANDEZHENGCE。QICISHIYAODALITUIGUANGKEPU,RANGXIAOFEIZHEMINGBAIHENDUOSHUONENGZHIBINGDECHANPINBUSHIBAOJIANSHIPIN。ZHENZHENGDEBAOJIANSHIPINSHIYOUJIANGUAN、SHOUGUIJUDE,TAMENDANGZHONGDEJUEDADUOSHUBUHUIFEIFASHENGCHENGZHILIAOZUOYONG。

  YENEIRENSHIZHICHU,BAOJIANSHIPINBUFASHENGCHENGZHUYAOSHILAIYUANYUYINGXIAOCHUANBO。ZAIMIAOSHUCHANPINDANGZHONGRUHEZHUNQUEDISUSHUOCHANPINTONGJIBINGDEGUANXISHIGUANJIAN。GUIFANYINGXIAOYONGYU,YIKEXUEDETAIDUXIANGXIAOFEIZHECHUANBOZHENGQUEDEJIANKANGLINIANXIAOFEIZHISHI,SHIJIANSHAOCHANPINWEIFASHENGCHENGDEYOUXIAOFANGFA。

  JINGGUOLEJISHINIANDEFAZHAN,BAOJIANSHIPINXINGYEZHONGYIJINGCHANSHENGLEYIPIYOUXIUDEYOUSHILIDEPINPAIQIYE,TAMENYIJINGKAISHIZHUDONGDIDIZHIBUFAXINGWEI。BAZHEIXIEDAQIYEDEZIYUANYOUSHIJIZHONGQILAI,GONGTONGZUOHAOGONGZHONGKEPU,BABAOJIANSHIPINDEZHENSHISHUXINGGAOSUXIAOFEIZHE,CHENGXINPINZHIHEKEXUEJINGSHENDEHONGYANGJIUHUICHANSHENGTUIDONGXINGYEJIANKANGCHENGZHANGDEZHENGNENGLIANG,KUADAXUANCHUANDEWEIFAXINGWEIJIUHUIJIANSHAO。BENBAOJIZHE LISONG