本文選題：男性護(hù)膚品 + 營(yíng)銷傳播　； 參考：《云南大學(xué)》2014年碩士論文

【摘要】：在女性護(hù)膚品市場(chǎng)日趨飽和的背景下,男性護(hù)膚品開始嶄露頭角。然而,由于傳統(tǒng)社會(huì)觀念以及護(hù)膚品本身的性別指向性,男性護(hù)膚一直飽受爭(zhēng)議。這使男性護(hù)膚品在面向目標(biāo)消費(fèi)者進(jìn)行營(yíng)銷傳播的過程中面臨諸多困境。 筆者從營(yíng)銷傳播的信息接觸、討論、男性護(hù)膚品購(gòu)買和使用四個(gè)消費(fèi)行為層面,針對(duì)男性、女性消費(fèi)者設(shè)計(jì)了兩份不同的問卷,對(duì)男性護(hù)膚品的目標(biāo)消費(fèi)者及在營(yíng)銷過程中扮演重要角色的女性消費(fèi)者進(jìn)行了調(diào)查。在此基礎(chǔ)上,采用SPSS統(tǒng)計(jì)軟件對(duì)回收的數(shù)據(jù)進(jìn)行描述性統(tǒng)計(jì)分析、相關(guān)分析,從定量的角度探討了男性護(hù)膚品消費(fèi)者的心理和行為特征。研究發(fā)現(xiàn),在接觸行為層面,直接主動(dòng)接觸護(hù)膚品的受訪者只有14%,大部分是通過女性消費(fèi)者而與護(hù)膚品接觸；討論行為層面：85%以上的受訪者認(rèn)為男性討論護(hù)膚品很奇怪并且從不和親友討論護(hù)膚品；購(gòu)買行為層面：70%以上的受訪者認(rèn)為去專柜為自己購(gòu)買護(hù)膚品很尷尬,79%的購(gòu)買行為發(fā)生在大中型超市和網(wǎng)絡(luò)；使用行為層面：有使用護(hù)膚品習(xí)慣的受訪者數(shù)量少且集中在18-29歲的人群且使用的護(hù)膚品種類集中在洗面奶,有65.4%的受訪者在使用護(hù)膚品時(shí)會(huì)在乎其效果,如果護(hù)膚品有效,只有11.4%的受訪者不會(huì)繼續(xù)使用。 此外,筆者還采用深度訪談研究法,作為問卷研究的補(bǔ)充,旨在探討問卷無法深入反映的問題,選擇了男性護(hù)膚品的三類消費(fèi)者一共七位訪談對(duì)象,分別是經(jīng)常使用的,排斥使用的和潛在的消費(fèi)者。研究發(fā)現(xiàn)有訪談對(duì)象會(huì)因?yàn)橘?gòu)買和使用時(shí)的尷尬而放棄使用護(hù)膚品等問題。 通過對(duì)男性護(hù)膚品消費(fèi)者心理和行為的分析,從四個(gè)行為層面對(duì)男性護(hù)膚品營(yíng)銷傳播的困境分析后,針對(duì)困境從產(chǎn)品方面提出了根據(jù)男性消費(fèi)者的皮膚問題和使用需求主推核心產(chǎn)品、研發(fā)新產(chǎn)品等建議,再?gòu)臓I(yíng)銷方式和渠道方面提出了走“男女有別”的差異化營(yíng)銷之路,開拓網(wǎng)絡(luò)銷售新平臺(tái)、針對(duì)“橋梁”——女性消費(fèi)者的營(yíng)銷方式等應(yīng)對(duì)措施。
[Abstract]:In the context of the increasingly saturated market for women's skin care products, male skin care products begin to emerge. However, because of the traditional social concept and the gender orientation of the skin care products themselves, the male skin care has been controversial. This makes the male skin care products facing many difficulties in the process of marketing and dissemination to the target consumers.
From the information contact of marketing communication, the author discusses the purchase and use of four consumer behavior levels for men's skin care products, and designs two different questionnaires for male and female consumers. This paper investigates the target consumers of men's skin care products and women who play an important role in the marketing process. On this basis, the SPSS statistics are used. A descriptive statistical analysis, correlation analysis and quantitative analysis of the psychological and behavioral characteristics of men's skin care products are discussed by the software. It is found that only 14% of the respondents who have direct contact with skin care products at the level of contact behavior, most of them contact skin care products through female consumers; discuss the behavior layer. Face: more than 85% of the respondents believed that men discussed skin care products very strange and never discussed skin care products with relatives and friends; purchase behavior level: more than 70% of the respondents believed that it was embarrassing to buy skin care products for themselves, 79% of the purchase behavior occurred in large and medium-sized supermarkets and networks; and the use of behavioral aspects: the use of skin care habits is subject to the use of skin care habits. The number of people with less than 18-29 year old people and the types of skin care products used were concentrated in facial cleansing milk, and 65.4% of the respondents would care about the effect when using skin care products. If the skin care products were effective, only 11.4% of the respondents would not continue to use them.
In addition, I also use the depth interview research method as a supplement to the questionnaire research, which aims to explore the question that the questionnaire can't reflect deeply, and selects seven interviewees of three types of consumer skin care products, which are frequently used, excluded and potential consumers. The research found that the interviewees will be purchased and used because of the purchase and use. The embarrassment of the time to give up the use of skin care products and other problems.
After analyzing the psychological and behavior of the male skin care products, after analyzing the dilemma of the marketing communication of the male skin care products from four behavior layers, this paper puts forward some suggestions on the products, such as the skin problems of the male consumers and the development of the core products, and the research and development of new products from the aspects of marketing and channels. Take the road of differentiated marketing of "male and female difference", open up a new platform for network sales, and counter measures such as "bridge" -- the marketing way of female consumers.
【學(xué)位授予單位】：云南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.72;G206

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本文編號(hào)：1967477