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摘要：保健品是食品的一个种类，具有一般食品的共性，能调节人体的机能，适用于特定人群食用，但不以治疗疾病为目的。随着社会进步和发展，人类对自身的健康日益关注.90年代以来，全球居民的健康消费逐年攀升，对营养保健品的需求十分旺盛。从20世纪80年代起步的中国保健品行业，在短短三十多年迅速发展成为新兴朝阳产业。同时，我国保健品出口贸易也呈现快速发展的态势，保持了多年的高速发展。面对这一良好的发展态势，本文首先研究我国保健品出口贸易的现状，利用SWOT模型找到其出口贸易的优势、劣势、机遇以及威胁。再根据具体的产品来分析目前我保健品出口的目标市场——美国、日本以及欧洲。最后，在借鉴北京“同仁堂”拓展海外市场的基础上，着重探讨如何抓住机遇，把握优势，来扩大我国保健品出口的贸易额。同时，提出对我国保健品拓展海外市场的几点启示。结尾处以史观今，以今观未来，对我国保健品行业做出前景分析，以谋求一个更好的发展未来。20015
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关键词：保健品 SWOT 目标市场 海外拓展
China health products Export Trade Development
Abstract：Health care is a kind of food, with the general common foods, which can regulate the functions of the human body and apply to specific groups to eat, but not to treat the disease for the purpose. With social progress and development, human pay more attention to their own health. Since the 1990s, Global health consumption has increased steadily and people around the world have had a high demand for Nutrition and health care products. From the start of the 1980s, China’s health care products industry has developed rapidly into a new sunrise industry in just thirty years. Meanwhile, China's health care products exports also showed a rapid development momentum, keeping the years of rapid development. Faced with this good momentum of development, firstly, this paper studies the status quo of China's export trade and uses the SWOT model to find the strengths 、weaknesses、opportunities and threats of the trade. Then, according to the specific products, to analyze our current health products target market -- American, Japan and Europe. Finally, on the basis of learning from the expansion of overseas markets of Beijing, "Tong Ren Tang", and focus on how to seize the opportunity and take good use of advantage of the trade , to expand trade volume of China's health care products exports. Meanwhile, give some advice to how to expand the oversea markets of China’s health care products industry. At the end, do some anticipation of the future of China’s health care industry in order to seek a better development in the future.
目录
绪论 1
（一） 研究目的 1
（二） 研究意义 1
（三） 研究内容 1
一、 我国保健品出口贸易发展现状 2
（一） 保健品的概念 2
1. 保健品的概念 2
2. 保健品与营养品的区别 2
（二） 我国保健品出口贸易的现状 2
二、 我国保健品出口贸易发展的SWOT分析 5
（一） SWOT分析的概念 5
（二） 我国保健品出口贸易发展的SWOT分析 5
1. 我国保健品出口贸易发展的优势 5
2. 我国保健品出口贸易发展的劣势 6
3. 我国保健品出口贸易发展的机遇 6
4. 我国保健品出口贸易发展的威胁 7
三、我国保健品出口目标市场分析 9
（一） 美国市场 9
（二） 日本市场 9