从药食同源的概念形成与经营基础,天然草本(植物)饮料的定义与目前发展概况、新品研发思路、法规风险、品牌建设、以及市场趋势等多方面、多角度地阐述了天然草本(植物)饮料新品研发与市场趋势的思考.中华草本饮料有着丰富的文化底蕴与良好的市场营销基础,市场前景广阔,目前处于成长上升阶段,在营销上要关注品牌建设和消费理念的引导,在食品工业越来越倡导天然、健康的今天,天然草本(植物)饮料在国内及国际市场必将大有所为.结合饮料市场与食品科技发展的实际,建议天然草本(植物)饮料的新品研发上要关注中国要素、健康要素、愉悦要素、创新要素等四大构思要素；同时关注新品的原料策略、产品结构策略、产品开拓策略、产品开发成本策略、市场定位策略、生产成本策略等六大开发策略.结合自身的工作实际谈到食用香精在饮料工业中的定位和作用,并列举了在饮料工业中的应用实例.%Based on traditional concept of food as medicine, and definition of natural herb (plant) beverage, new product development and market trends of natural herbs ( plant) beverage was introduced from various aspects and multi- angle views, including the overview of the current developments, the new product development ideas, regulatory and risks, brand building and market trends, etc. Herbal beverage has a rich cultural heritage, favorable marketing basis, and broad marketing in the future. It is growing fast and marketing should be focused on brand establishment and consuming philosophy guiding. Nature and health is increasingly advocated in current food industry. Therefore, natural herbs (plant) beverage will perform very well in the domestic and international markets.rnCombining with beverage market and position of food science developed, four elements regarding new product research and development for natural herbs (plant) beverage are proposed, including Chinese element, health element, pleasure element, and innovation element. Furthermore, six development strategies of new raw materials are presented: the product structure, the product development, the cost of product development, the market positioning, and the manufacturing cost.rnBased on the working experience, the position and effect of food flavors in the beverage industry has been cited as well.
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