在新加坡加大限制后,商业奶粉配方营销:一种定性研究
Chompoonut Topothai1,2, Grace Ping Ping Tan1, Yvette van der Eijk1
1Saw Swee Hock School of Public Health, National University of Singapore, Singapore, Singapore.
Maternal & child nutrition
|September 5, 2023
概括
尽管新加坡更新了限制,但商业配方奶粉的营销仍在继续. 公司使用数字策略和赞助,影响母亲和卫生工作者的选择,需要更严格的法规.
科学领域:
- 公共卫生 公共卫生
- 营养科学 营养科学
- 营销伦理 营销伦理
背景情况:
- 推广商业配方奶粉 (CMF) 削弱了母乳养.
- 新加坡2019年伦理守则 (SIFECS) 旨在限制对0-12个月婴儿的CMF营销.
- 为了规避这些限制,行业的策略仍未得到充分探索.
研究的目的:
- 调查卫生工作者和母亲在新加坡对2019年SIFECS限制后CMF营销的经验.
- 确定CMF公司使用的特定营销策略.
- 了解这些策略对婴儿养选择的影响.
主要方法:
- 使用半结构面试进行的定性研究.
- 涉及14名婴儿母亲 (<5个月) 和20名卫生工作者 (产前,产妇,儿科).
- 用感应编码进行主题分析.
主要成果:
- 确定的主题:数字营销,产品线扩展 (幼儿/母乳) 和医疗保健赞助.
- 母亲的选择受到专家认可,价格,索赔和品牌声誉的影响,通常不了解营销影响.
- 医院之间不一致的CMF营销限制,私人环境不那么严格.
结论:
- 尽管更新了SIFECS限制,但CMF公司仍在针对新加坡的母亲和卫生工作者.
- 目前的SIFECS限制需要收紧,以符合国际准则.
- 建议包括扩大适用于幼儿奶的范围,禁止交叉推广,数字营销和医疗保健活动赞助.
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