42页|2024大健康行业营销白皮书
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">博客</span>&蛋壳<span style="color: black;">科研</span>院发布的《2024大健康行业营销白皮书》深入分析了大健康行业的营销<span style="color: black;">状况</span>和<span style="color: black;">将来</span>趋势。报告指出，随着<span style="color: black;">百姓</span>健康<span style="color: black;">认识</span>的<span style="color: black;">加强</span>和消费习惯的变化，大健康<span style="color: black;">行业</span>正<span style="color: black;">快速</span>扩容，形<span style="color: black;">成为了</span>十万亿级的市场规模。在政策支持、技术进步和资本投入的推动下，大健康行业迎来了快速发展的机遇。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">报告<span style="color: black;">经过</span>调研近30家大健康企业、分析头部社媒平台、访谈专家<span style="color: black;">大夫</span>以及收集3000余份C端问卷，探讨了大健康行业的供给端产业链<span style="color: black;">状况</span>、<span style="color: black;">需要</span>端消费人群特征以及社媒平台的价值。<span style="color: black;">科研</span><span style="color: black;">发掘</span>，大健康市场规模<span style="color: black;">连续</span>增长，尤其在服务类市场。政策扶持、健康<span style="color: black;">认识</span><span style="color: black;">提高</span>和资本投入多维度促进了市场的发展。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">报告强调，大健康行业的数字营销正变得越来越重要。互联网经济的发展和消费习惯的变化<span style="color: black;">引起</span>营销<span style="color: black;">途径</span>日益多样化，社媒平台、搜索平台、互联网医院等线上<span style="color: black;">途径</span><span style="color: black;">作为</span>传统营销<span style="color: black;">途径</span>的有力<span style="color: black;">弥补</span>。90后<span style="color: black;">作为</span>健康信息搜索的主力军，且女性在大健康<span style="color: black;">关联</span>信息搜索上<span style="color: black;">明显</span>高于男性。<span style="color: black;">另外</span>，高收入人群更愿意为大健康<span style="color: black;">制品</span>/服务买单，<span style="color: black;">表示</span>出收入水平与消费意愿的正<span style="color: black;">关联</span>性。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">报告还指出，社媒平台已<span style="color: black;">作为</span>品牌营销布局的必然选项，其中品牌宣传和<span style="color: black;">营销</span>转化为线上营销的两大重心。企业需要<span style="color: black;">按照</span><span style="color: black;">区别</span>的营销诉求，<span style="color: black;">选取</span>合适的营销主体、形式和内容。社媒平台凭借其庞大的用户<span style="color: black;">基本</span>和强互动性，正<span style="color: black;">作为</span>大健康消费决策的核心信息<span style="color: black;">源自</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最后，报告预测大健康行业的数字营销将呈现社交化、DTC模式和人工智能应用升级等趋势，推动行业从数字化向数智化转型。随着技术的发展，尤其是人工智能在营销<span style="color: black;">行业</span>的应用，预计营销的<span style="color: black;">精细</span>性和效率将得到<span style="color: black;">明显</span><span style="color: black;">提高</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">源自</span>：<span style="color: black;">博客</span>&蛋壳<span style="color: black;">科研</span>院</p>
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