| 论女性中药保健品购买动机及营销对策 |
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| 引用本文： | 孙继爽,柳杨.论女性中药保健品购买动机及营销对策[J].辽宁中医学院学报,2010(12):164-165. |
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| 作者姓名： | 孙继爽 柳杨 |
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| 作者单位： | [1]辽宁中医药大学,辽宁沈阳110032 [2]成都中医药大学华神药业有限公司,四川成都610225 |
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| 摘 要： | 据第五次人口普查统计,我国女性消费者占全国人口的48.7%,对消费活动影响较大的中青年妇女,即年龄在20~55岁的女性约占人口总数的21%。女性消费者群体数量庞大,是大多数购买行为的主体。文章试图通过对我国中药保健品市场女性消费者的购买动机进行分析,并提出适合女性中药健品市场发展的营销策略。
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| 关 键 词： | 女性消费者 中药保健品 购买动机 营销对策 |
On the Women＇s Motivation to Buy Medicine and Health Products and Marketing Strategy |
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| SUN Ji-shuang,LIU Yang.On the Women＇s Motivation to Buy Medicine and Health Products and Marketing Strategy[J].Journal of Liaoning College of Traditional Chinese Medicine,2010(12):164-165. |
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| Authors: | SUN Ji-shuang LIU Yang |
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| Institution: | 1.Liaoning University of Traditional Chinese Medicine,Shenyang 10032,Liaoning,China;2.Chengdu University of Traditional Chinese Medicine CES Pharmaceutical Company Limited,Chengdu 610225,Sichuan,China) |
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| Abstract: | It is the fifth census statistics,female consumers accounted for 48.7% of the population,a greater impact on the consumption activities of young women,that is,the age of 20 to 55-year-old female about 21% of the total population.Large number of female consumer groups is the subject of most purchases.This paper attempts to make an analysis of female consumers＇ purchasing motives about health products of traditional Chinese medicine market,and put forward for women in medicine and health products market development and marketing strategy. |
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| Keywords: | female consumers Chinese health products purchase motivations marketing strategy |
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