海口市妇科用药消费者购买行为的调查分析

Investigation and Analysis of Consumers' Purchasing Behavior of the Gynecology Medicine in Haikou

目的:为医药企业制定妇科药品营销策略提供参考。方法:对海口市女性消费者妇科用药购买行为进行随机抽样问卷调查,采用频数分析、描述性分析等方法进行统计学处理。结果与结论:约有77.0%的受访者经诊断患过或患有妇科疾病,而生育过的受访者患过或患有妇科疾病的概率更高达92.7%,有85.1%的受访者认为至少应1年进行1次妇科检查。受访者初次使用妇科药品时医师处方是最主要影响因素;再次使用药品时用药体验成为最主要影响因素。妇科用药市场规模大,现代女性越来越注重妇科疾病的预防和保健。

OBJECTIVE： To provide reference for medical enterprises to make the marketing strategy. METHODS： Random sample questionnaire survey was conducted among females consumers in Haikou, and the data of consumers＇ purchasing of the gynecology medicine were subjected to frequency analysis and descriptive analysis. RESULTS ＆ CONCLUSIONS： About 77.0% of the respondents had gynecological diseases, and the proportion is as high as 92.7% of the respondents who have children. About 85.1% of the respondents think that it is necessary to make gynecological examinations at least once a year. When the respondents use the gynecological drug for the first time, the doctor＇s prescription is the most important factor; but for the second time, drug-using experience is the most important factor. The market scale of gynecological drug is large; the modem women pay more attention to prevent and care of gynecological diseases