“洋中药”消费意愿及潜在消费人群特征分析

Analysis on the Consumption Intention of Foreign Chinese Medicine and the Characteristics of Potential Consumers

目的:探究"洋中药"消费意愿,为本土中药企业做出预警并为其发展提出可行性建议。方法:通过文献分析法研究"洋中药"的种类特点、剂型优势,实地调研北京市朝阳区社区居民对于洋中药的消费意愿。结果:人们对于购买"洋中药"意愿较强烈。结论:潜在消费人群具有两大特征,即文化资本程度较高和消费观念较为理性。

Objective： To explore the consumption intention of foreign Chinese medicine, and to make an early warning and give some suggestions for the development of local Chinese medicine enterprises. Methods： The author studied the characteristics and the advantages of foreign Chinese medicine based on literature analysis, and investigated Chaoyang District community residents＂ willingness to consume foreign Chinese medicine. Results： People＇s willingness to foreign Chinese medicine is strong. Conclusion： The potential consumer group has two characteristics： the higher degree of cultural capital and more rational consumption concept.