合肥地区市售护肤品消费现状分析

发布时间：2018-04-22 03:23

  本文选题：护肤品 + 使用人群　； 参考：《安徽医科大学》2017年硕士论文

【摘要】：背景国内经济快速发展、国外护肤品市场强烈冲击及生活环境剧变,人们对护肤品的种类需求、品质需求、购买途径等皆发生巨大变化。近年来,医学工作者深入研究了皮肤屏障结构及其与皮肤病相关性,更加重视皮肤保湿的重要性。多种不同的皮肤屏障修护剂陆续问世,指导临床上多种皮肤病的辅助治疗以及正常人群的日常护肤。我们采用随机问卷调查方式,对护肤品使用人群进行市场调查分析,了解目前合肥地区护肤品消费现状。目的探讨合肥市及周边地区的护肤品消费现状,为消费者购买护肤品和营销者考察护肤市场提供一定的参考价值。方法设计调查问卷,随机选择安徽省合肥市区,随机入户和访问来往路人,以15岁-60岁人群为主。详细填写调查问卷,保证内容的真实和准确性。最终收集有效问卷2000份,男性534份,女性1466份。结果(1)不同年龄段对于国产护肤品牌的选择所占比(≥50%)是最高的,其次是法国和韩国,再是日本美国。(2)不同的收入阶层对国产护肤品品牌的需求和选择的比率一直是最高的,其次是韩国和法国,再是日本和美国。随着收入水平增加国产护肤品品牌的选择比率逐渐降低,国外护肤品牌的选择率逐渐升高。(3)不同年龄段的人群使用护肤品的主要功效是清洁和保湿。15-40岁之间,随年龄增加清洁和保湿的比率增加,40之后比率呈下降的过程。随年龄增加,控油功效的比率呈下降趋势。(4)女性护肤品购买途径以商场专柜(34%)为主,其次为化妆品店(20%)、代购(18%)、网购(13%)。男性护肤品购买途径以超市(46%)为主,其次为化妆品店(16%)、网购(16%)、海外代购(7%)。结论国产护肤品牌在不同年龄段和不同的收入阶层人群最受欢迎;清洁和保湿功效的护肤品是广大消费者的主要选择;女性护肤品购买途径以商场专柜为主,男性护肤品购买途径以超市为主。
[Abstract]:Background the rapid development of domestic economy, the strong impact of foreign skin care products market and the dramatic changes in living environment, people's demand for skin care products, quality demand, buying methods have undergone tremendous changes. In recent years, medical workers have deeply studied the structure of skin barrier and its correlation with skin diseases, and paid more attention to the importance of skin moisturizing. A variety of skin barrier repair agents have been developed to guide the clinical treatment of various skin diseases and normal people's daily skin care. In order to find out the current situation of skin care products consumption in Hefei area, we investigated and analyzed the market of skin care products by random questionnaire. Objective to explore the consumption status of skin care products in Hefei and its surrounding areas, and to provide some reference value for consumers to purchase skin care products and for marketers to investigate the skin care market. Methods A questionnaire was designed and randomly selected from Hefei, Anhui Province. Fill out the questionnaire in detail to ensure the truth and accuracy of the content. Finally, 2000 valid questionnaires were collected, including 534 males and 1466 females. Results (1) the proportion of domestic skin care brands in different age groups (鈮，

本文编号：1785391