市场营销-中山市大学生对医疗美容的认知和消费状况研究论文.docx

中山市大学生对医疗美容的认知和消费状况研究 【摘要】现今，大学生是医疗美容消费的潜在主力消费群体，本人为明了现阶段大学生对于医疗美容的认知情况、接受态度及消费情况，选取中山市四所大学在校学生为研究对象，通过问卷形式进行调研，利用交叉分析、描述性统计分析、回归分析等方法分析数据，通过研究分析发现中山市大学生对于医疗美容的认知程度、理解程度、接受程度等，明晰中山市医疗美容机构的不足并为此提出切实可行的建议，有助于医疗美容机构及时改善产品和提高服务，以获得更大的利润；同时还有助于医疗美容在大学生群体中的渗透发展。 通过论文研究，结果表明医疗美容在大学生市场中渗透率较低；大学生更加倾向于选择公立医院；既往接受过医疗美容的大学生在未来进行医疗美容的几率更大。 【关键词】医疗美容；营销策略；4P策略 Study on the cognition and consumption of medical cosmetology of college students in Zhongshan City [Abstract]Nowadays, college students are the potential main consuming group of medical cosmetology. In order to understand college studentscognition, acceptance and consumption of medical cosmetology at this stage, students from four universities in Zhongshan were selected as research subjects, and the data were analyzed by cross-analysis, descriptive statistical analysis and regression analysis, through the research and analysis, we find that the degree of cognition, understanding and acceptance of medical cosmetology among college students in Zhongshan, and make clear the deficiency of medical cosmetology institutions in Zhongshan, and put forward practical suggestions for this purpose, it will help the medical cosmetology institutions to improve their products and services in time so as to obtain greater profits, and it will also help the infiltration and development of medical cosmetology among college students. Through the research, the results show that medical cosmetology has a low penetration rate in the college students market, college students are more inclined to choose public hospitals, and college students who have received medical cosmetology are more likely to have medical cosmetology in the future. [Keywords]Medical cosmetology marketing strategy 4P strategy 目 录 TOC \o 1-3 \h \z \u 1 前言 1 1.1 研究背景 1 1.2 研究目的 1 1.3 研究意义 2 1.4 研究方法 2 2 医疗美容的发展概况 3 2.1 医疗美容的概况 3 2.2 医疗美容的国内外发展历程 4 2.2.1 国外医疗美容的发展历程 4 2.2.2 国内医疗美容的发展历程 4 2.3 医疗美容的相关环境分析 5 3 中山市受访大学生基本情况 7 3.1 中山市受访大学生