本研究針對健康產業中的策略行銷進行深入探討，並以H臉書粉專為個案，分析社群媒體行銷策略如何影響大眾的健康意識與行為。研究透過質性方法，採用半結構式深度訪談，並輔以二手資料分析，以系統性方式評估該粉專如何運用策略行銷分析架構（4C）影響受眾的健康行為決策。
　　研究結果顯示，H臉書粉專透過循序漸進的健康資訊推廣策略、視覺化內容設計、個案故事分享及互動式社群經營，提升了粉絲對健康飲食的認識與實踐意願。本研究亦發現，社群媒體的雙向互動性不僅提升了健康資訊的可近性，也強化了使用者的參與感與信任度。研究個案透過生活化語言與個人經驗分享，降低了專業健康知識的學習門檻，使其更貼近一般大眾需求，並透過社群內的知識共享與粉絲互動，建立了與粉絲的信任關係，進一步強化健康行為改變的動機與持續性。
　　本研究亦指出，在社群媒體健康資訊的傳播過程中，仍需面對資訊過載、誤導性資訊等挑戰。故建議未來健康行銷策略應進一步優化內容規劃，確保資訊的準確性與科學性，並藉助數據分析工具提升精準行銷效果，以提高受眾的參與度與健康行為改變的長期影響。

　　This study examines strategic marketing in the health industry, using the "H" Facebook fan page as a case study to analyze how social media marketing strategies influence public health awareness and behavior. A qualitative approach, including semi-structured interviews and secondary data analysis, is used to assess how the fan page applies the 4C framework to impact audience health decisions.
　　Findings show that the "H" Facebook fan page enhances health awareness and behavior through structured information sharing, visual content, case studies, and interactive community engagement. Social media’s bidirectional interactivity improves information accessibility, strengthens user trust, and encourages participation. Interviewee A simplifies professional health knowledge using conversational language and personal experiences, making content more relatable. Community engagement further supports behavior change and knowledge sharing.
　　Challenges including information overload and misleading content remain. Future health marketing should refine content planning, ensure information accuracy, and leverage data analytics to enhance precision marketing and long-term behavior change.

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