沈阳源和公司中老年客户保健品消费行为分析

中文摘要

随着我国经济快速发展，人民生活质量日益提高，人口老龄化现象愈来愈严重，使得中老年保健产品渐渐受到了广泛的关注。拓展开发中老年保健品消费市场有助于提高国内消费需求，且中国保健品的市场也在逐年加剧，因此分析与了解中老年保健品消费者的行为特征与心理对企业营销发展具有重要的现实意义。

本文以沈阳源和科技有限公司中老年客户为研究对象，对中老年客户保健品消费行为特征进行调查分析。本文采用了问卷调查法与文献资料法，从中老年客户的个体特征、消费行为与购买行为等方面进行详细分析。通过对前人研究的回顾与对部分保健品客户进行的问卷调查，以顾客的消费行为角度，旨在为保健品公司的营销策略提供相应的思路，进而占领更大保健品的市场。

在本次课题的研究中，运用理论与实际相结合的研究方法，为本篇的研究提供了基础的数据与资料支撑。同时也分析了沈阳源和公司的现状以及中老年客户消费行为中存在的认知、消费、渠道、易受影响的问题，针对这些问题从产品、价格、促销、渠道四个方面提出相应的营销策略。希望通过本文对中老年客户保健品消费行为分析与保健品企业营销策略的研究，能够给源和公司提供具有建设性的发展建议。

关键词：消费行为；保健品；调查分析；营销策略；行为分析

Abstract

With the rapid development of China's economy and the improvement of people's living quality, the phenomenon of population aging is becoming more and more serious, which makes the health care products for middle-aged and elderly people gradually receive extensive attention. Expanding and developing the consumption market of health care products for the middle-aged and the elderly can help to improve the domestic consumption demand, but the market of health care products in China is also increasing year by year. Therefore, it is of great practical significance to better understand the behavioral characteristics and psychology of consumers for the development of enterprise marketing.

This paper takes the middle-aged and old customers of Shenyang Yuanhe Science and Technology Co., Ltd. as the research object, and investigates and analyses the consumption behavior characteristics of the middle-aged and old customers'health products. In this paper, questionnaire survey and literature method are used to investigate the individual characteristics, consumption behavior and purchase behavior of middle-aged and old customers in detail. The purpose of this study is to provide corresponding ideas for the marketing strategies of health products companies from the perspective of customers'consumption behavior and occupy a larger market of health products by reviewing previous studies and conducting questionnaires to some health care products customers.

In the research of this topic, the method of combining theory with practice is used to provide basic data and data support for this research. At the same time,  and puts forward constructive marketing strategies from the four aspects of products, prices, promotions and channels. It is hoped that through this study, the investigation of the consumption behavior of middle-aged and elderly customers of health care products and the marketing strategy of enterprise health care products can provide reference for enterprises in the industry

Keywords: consumption behavior;health products;investigtion and analysis;marketing strategy;behavior analy

目录

引言 1

一、沈阳源和公司现状 2

（一）沈阳源和公司概况 2

（二）沈阳源和公司中老年保健品消费现状 2

1.沈阳源和公司中老年保健品市场价格 2

2.沈阳源和公司中老年保健品消费种类 2

3.沈阳源和公司中老年保健品销售渠道 2

二、沈阳源和公司中老年客户保健品消费行为调查分析 3

（一）调查目的与方法 3

（二）调查问卷设计 3

（三）样本描述性统计分析 3

1.性别 3

2.年龄 3

3.学历 4

4.月收入 4

5.医疗保障 4

6.健康状况 5

（四）沈阳源和公司中老年客户保健品消费行为分析 5

1.中老年客户消费认知的基本情况 5

2.中老年客户消费动机的基本情况 5

（五）沈阳源和公司中老年客户保健品购买行为分析 7

1.中老年客户消费决策的基本情况 7

2.中老年客户消费体验的基本情况 8

三、沈阳源和公司中老年客户保健品消费行为中存在的问题 10

（一）对保健品产品缺乏正确的认知 10

（二）对保健品的消费管理能力较差 10

（三）对保健品购买渠道信息了解不对称 10

（四）消费行为易受外部因素影响 11

四、沈阳源和公司保健品营销建议 12

（一）产品策略 12

（二）价格策略 12

（三）渠道策略 13

（四）促销策略 13

结论 15

参考文献 16