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近年来,我国老年保健品市场乱象丛生。前有老人花光拆迁款购买保健品最终跳海自杀,今有老教授沉迷于保健离奇死亡。在笔者身边,也充斥着保健品骗局的硝烟。以退休知识分子为代表的具有稳定收入来源的老年人,生活的重心几乎全被高价保健品占据,他们对保健品盲目遵从甚至到了“迷信”的程度,耗费大量钱财只为买到一年甚至十年都吃不完的“灵丹妙药”。社会老人这种“倾家荡产”购买“心理安慰”的消费观,未必给老人带来了健康,反而伴随着沉重债务和家庭悲剧。
分析老人被保健品“绊倒”的原因,一方面源自老人自身抗不住“保健诱惑”。这一代的老年人吃过苦,为社会发展做出巨大贡献,终于赶上了经济发展的浪潮,完全有能力也有必要注重身体保养。然而有些老年人有一些贪小便宜和对疾病的认知不足,使他们在保健品骗局中屡屡中招。“健康讲座”、“免费义诊”等看似有利可图的营销手段都成为了吸引老年人进入圈套的“锦囊妙计”。令人疑惑的是,笔者身边沉迷于保健品的部分是有老年病的老人,他们不选择去正规医院,而愿意化十倍甚至百倍的钱财接受保健品公司的“忽悠”,归根结底是对疾病缺乏认识,容易被别人的三言两语所影响。
另一方面,老人与家庭成员,特别是与子女沟通的缺位,也为非法传销保健品侵蚀老年人提供了“可乘之机”。沉迷于保健品养生的老人,大多与子女沟通少,没有感情寄托,极易被非法传销者的表面“温情”所打动。在目前中国人口老龄化加剧的大环境下,由于生活成本增加,子女陪伴父母的时间大打折扣,“空巢老人”“类空巢老人”成了社会常态,他们大多缺少精神慰藉,缺乏必要的照顾,生活空间日渐狭窄,没有安全感。在保健品推销人员刻意的关怀和关注下,极易被攻破心理防线,在推销人员中寻找心灵的寄托。老人购买保健品的初衷并不只是健康需求,更是出于对情感的渴望。
此外,市场监管不力,也纵容了非法保健品的“野蛮生长”。保健品市场作为新兴产业迅猛发展、大肆扩张,虽然在一定程度上反映了随着生活水平的提高,人民健康意识的提升,也在一定程度上映射了市场的失衡和无序。加上相关法律体系不完善,市场监管不力,出现大批企业浑水摸鱼、以此敛财。那些看似关爱老人的活动,大多是营销链条的一环,企业不需要懂得基本的医疗知识,保健产品也不需要与描述相符,只要有推销手段,就有市场。且由于保健品诈骗企业流动性强,使消费者维权困难。
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