男性护肤品的营销传播困境及应对措施

发布时间：2018-06-02 04:47

本文选题：男性护肤品 + 营销传播　；参考：《云南大学》2014年硕士论文

【摘要】：在女性护肤品市场日趋饱和的背景下,男性护肤品开始崭露头角。然而,由于传统社会观念以及护肤品本身的性别指向性,男性护肤一直饱受争议。这使男性护肤品在面向目标消费者进行营销传播的过程中面临诸多困境。笔者从营销传播的信息接触、讨论、男性护肤品购买和使用四个消费行为层面,针对男性、女性消费者设计了两份不同的问卷,对男性护肤品的目标消费者及在营销过程中扮演重要角色的女性消费者进行了调查。在此基础上,采用SPSS统计软件对回收的数据进行描述性统计分析、相关分析,从定量的角度探讨了男性护肤品消费者的心理和行为特征。研究发现,在接触行为层面,直接主动接触护肤品的受访者只有14%,大部分是通过女性消费者而与护肤品接触；讨论行为层面：85%以上的受访者认为男性讨论护肤品很奇怪并且从不和亲友讨论护肤品；购买行为层面：70%以上的受访者认为去专柜为自己购买护肤品很尴尬,79%的购买行为发生在大中型超市和网络；使用行为层面：有使用护肤品习惯的受访者数量少且集中在18-29岁的人群且使用的护肤品种类集中在洗面奶,有65.4%的受访者在使用护肤品时会在乎其效果,如果护肤品有效,只有11.4%的受访者不会继续使用。此外,笔者还采用深度访谈研究法,作为问卷研究的补充,旨在探讨问卷无法深入反映的问题,选择了男性护肤品的三类消费者一共七位访谈对象,分别是经常使用的,排斥使用的和潜在的消费者。研究发现有访谈对象会因为购买和使用时的尴尬而放弃使用护肤品等问题。通过对男性护肤品消费者心理和行为的分析,从四个行为层面对男性护肤品营销传播的困境分析后,针对困境从产品方面提出了根据男性消费者的皮肤问题和使用需求主推核心产品、研发新产品等建议,再从营销方式和渠道方面提出了走“男女有别”的差异化营销之路,开拓网络销售新平台、针对“桥梁”——女性消费者的营销方式等应对措施。
[Abstract]:In the context of the increasingly saturated market for women's skin care products, male skin care products begin to emerge. However, because of the traditional social concept and the gender orientation of the skin care products themselves, the male skin care has been controversial. This makes the male skin care products facing many difficulties in the process of marketing and dissemination to the target consumers.
From the information contact of marketing communication, the author discusses the purchase and use of four consumer behavior levels for men's skin care products, and designs two different questionnaires for male and female consumers. This paper investigates the target consumers of men's skin care products and women who play an important role in the marketing process. On this basis, the SPSS statistics are used. A descriptive statistical analysis, correlation analysis and quantitative analysis of the psychological and behavioral characteristics of men's skin care products are discussed by the software. It is found that only 14% of the respondents who have direct contact with skin care products at the level of contact behavior, most of them contact skin care products through female consumers; discuss the behavior layer. Face: more than 85% of the respondents believed that men discussed skin care products very strange and never discussed skin care products with relatives and friends; purchase behavior level: more than 70% of the respondents believed that it was embarrassing to buy skin care products for themselves, 79% of the purchase behavior occurred in large and medium-sized supermarkets and networks; and the use of behavioral aspects: the use of skin care habits is subject to the use of skin care habits. The number of people with less than 18-29 year old people and the types of skin care products used were concentrated in facial cleansing milk, and 65.4% of the respondents would care about the effect when using skin care products. If the skin care products were effective, only 11.4% of the respondents would not continue to use them.
In addition, I also use the depth interview research method as a supplement to the questionnaire research, which aims to explore the question that the questionnaire can't reflect deeply, and selects seven interviewees of three types of consumer skin care products, which are frequently used, excluded and potential consumers. The research found that the interviewees will be purchased and used because of the purchase and use. The embarrassment of the time to give up the use of skin care products and other problems.
After analyzing the psychological and behavior of the male skin care products, after analyzing the dilemma of the marketing communication of the male skin care products from four behavior layers, this paper puts forward some suggestions on the products, such as the skin problems of the male consumers and the development of the core products, and the research and development of new products from the aspects of marketing and channels. Take the road of differentiated marketing of "male and female difference", open up a new platform for network sales, and counter measures such as "bridge" -- the marketing way of female consumers.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72;G206

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