Abstract

This study proposes the strategy thinking and suggestions for the development of China’s sports nutrition industry as follows: The development of China’s sports nutrition starts from elite sport, the overall positioning of China’s sports nutrition industry emphasizes on niche markets. With the development of the economy, the market demand is shifting from niche market to mass market. China’s sports nutrition industry should make strategic adjustment and facilitate industry development by changing market positioning from elite athletes to mass consumers. Based on different needs of different groups, China’s sports nutrition industry should enhance the development of functions of sports nutrition by long-term continuous investment; build wholesome service system of sports nutrition in improving health; develop and import the technologies and equipments of food quality supervision and regulation. The companies in sports nutrition industry should put more energy in promoting new concepts and technologies of sports nutrition, letting more consumers accept the brand-new value of sports nutriti

Keywords:

Development mechanism, green brand, sports nutrition,

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Competing interests

The authors have no competing interests.

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