基于消费者生活方式视角的中国保健品市场的分类研究

Study on Segmentation of Chinese Healthcare Products from the Perspective of Life Style of Consumers

本文通过问卷调查,对调研数据进行统计分析,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。结果显示,每个生活方式群体有各自的特征,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。

This paper collects data and statistical analysis. As a result, nine dimensions on lifestyle of science and technology workers are extracted, namely, awareness of health factor, social interaction factor, family care factor, work pressure factor, fashion factor, rigid factor, impulse factor, practical factor and herd factor. Based 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 among 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.