【#第一文档网# 导语】以下是®第一文档网的小编为您整理的《对杭州地区女性补血养颜产品中阿胶的市场调查》，欢迎阅读！
对杭州地区女性补血养颜产品中阿胶的市场调查
摘要：目的：调查杭州地区阿胶的市场现状和消费群认知状况。方法：采用问卷调查和实地访问的形式对杭州地区阿胶市场状况和消费群体进行分析。结果：（1）在被调查的绝大多数消费者对阿胶产品有一定的认知性，但对其具体功效只有模糊的认识；（2）大多数消费者认为阿胶只是女人的补血产品，男人和小孩不适合；（3）消费者对其企业、品牌的知名度的倾向非常明显，广告宣传仍然是消费者接受有关信息的主要途径；（4）消费者选择补血类保健品的价格普遍接受的是中高档的产品；（5）在入冬进补的时机，在杭州大多数的女性，尤其是30岁以上的高达82.7%比例的女性冬季会购买服用阿胶，保健意识强烈。结论：在杭州地区选用阿胶（主要是东阿阿胶）补血的在大多数消费者中还是占有较大的市场，同时也说明了阿胶在补血方面的效果还是非常明显的。但要想占领竞争日益激烈的补血市场，阿胶还需采取积极的应对策略，一方面整合自身的优势资源，另一方面从市场需求乃至对手身上找到突破口。
Market Research on the Hematinic Products—Ejiao Among Female Customers in Hangzhou Region
Abstract: Objective: Making an investigation on the current market and customer cognition of Ejiao. Approach: Conducting the research and analysis on the current market and customer cognition of Ejiao in Hangzhou through questionnaires and field interviews. Result of investigation: (1) most subjects under the customer investigation have certain cognition of Ejiao, but they are lack of a clear cognition on the function and effect of Ejiao;(2) most of them believe that Ejiao is a kind of hematinic products only for women, but cannot be used by men and children; (3) they have an intensive preference of certain brand and companies, and construct the relevant cognition mainly from
advertisement; (4) they generally accept the hematinic products at moderate and top price; (5) during the winter time when it is suitable for taking tonics to build up health, women, especially over 30, as most as 82.7% have strong sense of health care, and will choose to buy and use Ejiao. Conclusion: there is a promising market to sell Ejiao (mainly from Dong’e county) as a hematinic product in Hangzhou, which is also a crucial evidence to prove the hematinic effectiveness of Ejiao. However, in order to win a bigger share of the Ejiao market, manufacturers of Ejiao should adopt corresponding strategies actively, and make full use of their superiorities when at the same time seeking breakthrough on the basis of the current market demand and competitors.
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2023-01-08
