摘要
目的:探讨合肥市及周边地区的护肤品消费现状,为消费者和营销者提供护肤市场相关的参考价值。方法:以调查表问卷的形式随机抽查15~60岁的护肤品使用人群。结果:(1)对护肤品产地的选择,国产护肤品在不同年龄段所占比(≥50%)均最高;(2)在不同收入阶层中,国产护肤品的选择所占比均最高。15~40岁人群,随着收入水平增加,对国产护肤品的选择比率逐渐降低,国外护肤品的选择比率逐渐升高;(3)使用护肤品的主要功效是清洁和保湿。40岁之前,随年龄增加清洁和保湿的比率增加,40岁之后,其比率呈下降趋势;(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:国产护肤品在不同年龄段和不同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,女性购买护肤品途径以商场专柜为主,而男性购买护肤品途径以超市为主。
Objective Exploring the consumption situation of skincare products is for providing consumers and marketers certain reference values about skincare products markets.Methods Random sampling the crowd among15to60years old using skincare products in the form of questionnaire survey.Results①The choice ratio of homebred brand for different age groups that accounts for more than50%is the highest.②the choice ratio of domestic cosmetics brand for different income groups have always been the highest.As income level increases,the choice ratio of domestic brands decreases and the choice rate of abroad brands increase.③the main effects are cleaning and moisturizing.During15to40years old,the choice ratios of cleansing and moisturizing increase along with the age,the ratio decline in process after40.Along with the age increasing,the ratio of effective containment is on the decline.④female purchasing way is given priority to with store counters(34%),followed by cosmetics shop(20%),overseas purchasing(18%),online shopping(13%).Male purchasing way is given priority to with supermarkets(46%),followed by cosmetic shop(16%),online shopping(16%),overseas purchasing(7%).Conclusion Homebred brand in different age groups and different income groups are the most popular;cleaning and moisturizing-functional skincare products are still the mainstay of the consumers'choice;Female purchasing way is given priority to with shop counters,male purchasing way is given priority to with the supermarket.
作者
张立银
李卉
杨森
张学军
ZHANG Li-yin;LI Hui;YANG Sen;ZHANG Xue-jun(Institute of Dermatology,Department of Dermatology, First Affiliated Hospital of Anhui Medical University, Hefei 230022,Anhui,China)
出处
《中国美容医学》
CAS
2017年第4期28-31,共4页
Chinese Journal of Aesthetic Medicine
关键词
护肤品
使用人群
护肤功效
购买途径
消费现状
skin care products
users
skin care effect
purchase way
consumption situation
