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论文编号：	3215
作者编号：	2120092371
上传时间：	2011/6/4 23:22:31
中文题目：	基于生活方式的中国保健品市场细分研究
英文题目：	Subject on Segmentation of Chinese Health Products
指导老师：	李桂华
中文关键字：	科技工作者；生活方式；市场细分；保健品市场
英文关键字：	Scientists；Lifestyle；Market Segmentation；Health Products
中文摘要：	近年来，有关科技工作人员过劳死的报道引起了较大的社会反响，有研究也揭示部分科技工作者的健康状况不容乐观。随着社会的发展，亚健康所困扰的主体人群正出现在知识分子中增加的发展趋势，尤其是科技工作者，他们已成为亚健康的高发人群。我国科技工作者人口数量庞大，并且科技工作者整体文化水平比较高，购买力也普遍比较强，只要加以适当的宣传与引导，其自身健康问题的突显必然会转化成为强烈的自身保健的动机，这对保健品行业来说形成了一个潜力巨大的市场。 面对潜力巨大的市场和日益激烈的竞争态势，如何正确定位，提高企业的竞争能力和获利能力，应对同行业及其他业态的挑战，就成为了中国保健品企业面临的一个重要课题。目前国内关于保健品营销的研究主要集中在品牌、销售渠道以及营销模式等方面，并且大多数都集中在理论层面；而有关保健品市场细分的研究，以往学者多是针对功能或性别、年龄等人口统计特征来进行细分。而有关生活方式细分的研究几乎没有，特别是以科技工作者为目标市场的研究为空白。因此，本文基于科技工作者生活方式细分的保健品市场的研究是一个新的视角，以期对保健品企业提供可参考的理论依据。 本文通过问卷调查，对调研数据进行描述性分析、信度和效度检验、因子分析、聚类分析和对应分析等处理过程，提取了科技工作者生活方式的九大维度，即健康意识因子、社会交往因子、家庭关爱因子、工作压力因子、时尚因子、刻板因子、冲动因子、实用因子、从众因子等；并在此基础上将科技工作者划分为六大群体，即时尚经济型、固执自我型、传统居家型、工作狂型、时尚社交型和健康敏感型等。统计结果显示，每个生活方式群体在人口统计方面有各自的特征，并且不同生活方式的群体对保健品的消费行为也存在明显差异，这表明生活方式与保健品消费行为之间存在密切关系。最后本文对保健品企业提出了相应的营销建议。
英文摘要：	In recent years, reports on technology staff karoshi have caused a larger social repercussion. Studies have also revealed that some of the health statuses of science and technology workers are not very optimistic. With the development of society, it is becoming a trend that people who are suffering sub-health are mainly the intellectual group, especially science and technology workers. The amount of technology workers in China is very large. Besides, this group people have relatively high the overall cultural level and strong purchasing power. With proper publicity and guidance, their healthy problem is sure to change into strong desire for health products, which will form a huge potential market in healthcare products industry. Facing such a huge potential market and the increasingly fierce competition, how to position, and how to improve competitive ability and profitability to deal with the challenges from other competitors is becoming a significant subject for health-care products companies in China. Domestic researches on marketing of healthcare products mainly focus on brands, channels and marketing models, etc., and most of them are only concentrated on theoretical level. As to market segmentation in healthcare products industry, most scholars only use simple demographic characteristics, such as gender and age. However, studies on segmentation based on way of life are almost blank. Therefore, this study aiming to build a segment using way of life variables is an initiation, which can also provide theoretical basis for reference for companies in healthcare products industry. This paper collects data through questionnaires at first, and then does a series of methods such as descriptive analysis, reliability and validity, factor analysis, cluster analysis and correspondence analysis to get a conclusion. As a result, nine dimensions on lifestyle of science and technology workers are extracted, namely, awareness of health factors social interaction factors, family care factors, work pressure factor, fashion factor, rigid factor, impulse factor, practical factors and herd factors. Basing on these dimensions, science and technology workers are divided into six groups as follows, fashion economy, stubborn self-oriented, traditional home-based, workaholic type, social type of fashion and health-sensitive type. Statistics show that each group has its own demographic characteristics, and the buying behavior on healthcare products between different groups varies significantly, indicating that there is a close relationship between lifestyle and buying behaviors on healthcare products. Finally, the author proposes some marketing recommendations for healthcare products companies according to the conclusions of this study.
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