中国药业2016，Vol.25Issue(20)：12-15,4.
药妆品开发中药复方止痒凝胶的市场调研
Market Survey on Chinese Compound Antipruritic in the Cosmeceutical Developments
摘要
Abstract
Objective To investigate the expectation of applicable people and evaluate on the future antipruritic cosmeceuticals containing Chinese herbal compounds by a marketing survey with the information of Compound Zihuadiding Antipruritic Gel,including its package, price,customer-orientation and marketing strategies. Methods The survey was conducted by means of literature review,questionnaire surveyfilled out online and data analysis. The questionnaires were single and multiple choice,with 360 valid questionnaires finally col-lected. The data analysis was presented by the valid percentage and the cumulative percentage. Results It showed that the respondents preferred thepackaging materials to be environment-friendly. In the customer′s opinion,the price of theproduct was accepted in the range from 15 to 20 yuan. The results showed that pruritus generally occurred in summer,with mostly limbs itching. Customers tended to use anti-pruritic products in private space. Compared with online sales,respondents preferred buying antipruritic gel products in regular pharmacy. Conclusion The online questionnaire surveys can provide effective information for the production of Compound Zihuadiding Antipruritic Gel,and a referable idea in the aspects of package,pricing,marketing and promoting.关键词
中药紫花地丁复方/止痒凝胶/问卷调研/产品定位Key words
Compound Zihuadiding Prescription/antipruritic gel/questionnaire survey/product orientation分类
管理科学引用本文复制引用
梁肃敏,胡桂祯,杨小琴,刘继芬,徐美玲,王冰,张伟荣..药妆品开发中药复方止痒凝胶的市场调研[J].中国药业,2016,25(20):12-15,4.基金项目
上海市大学生创新活动计划（上海中医药大学第8期大学生创新活动）。 （）
