国产婴幼儿护肤品购买行为影响因素研究

发布时间：2018-02-12 12:57

本文关键词： 国产婴幼儿护肤品购买行为影响因素　出处：《长春大学》2017年硕士论文　论文类型：学位论文

【摘要】：二胎政策的全面开放,给我国婴幼儿产业的发展带来了新的机遇,婴幼儿护肤品市场得以迅速发展。但我国婴幼儿护肤品的市场份额却大都被强生等外资品牌占领,国产婴幼儿护肤品发展相对落后,缺乏强势品牌。因此,分析我国婴幼儿护肤品购买行为的影响因素,对我国婴幼儿护肤品企业制定正确的营销策略具有十分重要的意义。本文首先对国内外关于婴幼儿护肤品的相关研究进行回顾,总结了消费者购买行为模式及消费者行为影响因素的基本理论;其次,分析了我国婴幼儿护肤品的市场现状,结合实际提炼出产品特征、企业行为、参照群体及人口统计特征四个影响因子,构建了国产婴幼儿护肤品购买行为影响因素实证模型;然后,通过发放问卷的方式,对消费者购买婴幼儿护肤品的行为进行市场调查;最后,对回收问卷运用因子分析、方差分析和多元逻辑回归分析等方法进行处理,分析了各影响因素对婴幼儿护肤品购买行为的影响,并得出相应结论。通过研究可知,产品特征、参照群体、企业行为及消费者职业、学历、家庭月平均收入对消费者购买婴幼儿护肤品的行为具有显著影响。消费者越重视产品特征、企业行为等因素的影响,其购买国产婴幼儿护肤品的可能性越小;越重视参照群体因素的影响,其购买国产婴幼儿护肤品的可能性越大;家庭月平均收入越高,购买国产婴幼儿护肤品的可能性越小;消费者职业和学历也会对婴幼儿护肤品的购买产生一定影响。最后,为我国婴幼儿护肤品企业的发展提出以下建议:实行差异化营销战略,进行精准营销;加强婴幼儿护肤品研发,提供优质婴幼儿护肤品;完善企业营销行为,塑造良好企业形象;提高产品美誉度,加强口碑营销。
[Abstract]:The full opening of the two-child policy has brought new opportunities to the development of the infant and child industry in China, and the market for infant skin care products has developed rapidly. However, the market share of infant skin care products in China is mostly occupied by foreign brands such as Johnson. The development of domestic infant skin care products is relatively backward and lack of strong brand. Therefore, the factors influencing the purchase behavior of infant skin care products in China are analyzed. It is of great significance for Chinese infant skin care enterprises to formulate correct marketing strategies. Firstly, this paper reviews the relevant research on infant skin care products at home and abroad. This paper summarizes the basic theory of consumer purchase behavior pattern and the influencing factors of consumer behavior. Secondly, it analyzes the current market situation of infant skin care products in China, extracts the characteristics of the products and the enterprise behavior in combination with the actual situation. According to the four influencing factors of population and demographic characteristics, the empirical model of influencing factors of domestic infant skin care products purchase behavior is constructed, and then, through the way of questionnaire, the market survey of consumer buying infant skin care products is carried out. Finally, factor analysis, variance analysis and multivariate logistic regression analysis are used to analyze the influence of various factors on infant skin care products purchase behavior, and draw the corresponding conclusions. Product characteristics, reference group, enterprise behavior and consumer occupation, educational background, average monthly income of family have significant influence on consumer's behavior of buying baby skin care products. Consumers pay more attention to product characteristics, enterprise behavior and other factors. The smaller the possibility of buying domestic infant skin care products is, the more attention is paid to the influence of reference group factors, the greater the possibility of buying domestic infant skin care products is, the higher the average monthly income of families is, the less the possibility of buying domestic infant skin care products is. Consumer occupation and education will also have a certain impact on the purchase of infant skin care products. Finally, the following suggestions are put forward for the development of infant skin care enterprises in China: carry out differential marketing strategy and carry out accurate marketing; Strengthen infant skin care products research and development, provide quality infant skin care products; perfect enterprise marketing behavior, shape a good corporate image; improve product reputation, strengthen word of mouth marketing.
【学位授予单位】：长春大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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