This study aims that is suggests the right direction for establishing a successful marketing strategy and activation of Taiwan market for the rightful functional health food, by defining of complicated health care food in Taiwan, reviewing health care food market, surveying the previous example of mistake and success. Especially, for foreign health care food company, it is very important how to make marketing strategy before launching new product. However, this study trying to offer several tips based on real situation. 4P strategy is most common used marketing tool and this study suggesting through 4P(Product, Price, Place, Promotion) point of view.