活动营销对居民购买医药保健品行为影响的研究  

The Influence of Event Marketing Activity of Medicine and Health Products on Purchasing Behavior among Residents

作　　者：那军[1] 李爽[1] 礼彦侠[1] 穆慧娟[1] 马尉瑶[2] 刘莉[1] 

机构地区：[1]辽宁省疾病预防控制中心,辽宁沈阳110005 [2]辽阳市疾病预防控制中心,辽宁辽阳111000

出　　处：《中国社会医学杂志》2016年第4期361-364,共4页Chinese Journal of Social Medicine

摘　　要：目的了解掌握居民参加医药保健品活动营销和购买医药保健品的特征和影响因素,以及参加活动营销对购买医药保健产品的影响。方法采用多阶段分层随机抽样方法,对辽宁省11市2 901名居民进行入户问卷调查。结果受访者中参加活动营销的占11.62%,其中48.97%的人购买过医药保健产品,城市中关注信息、相信广告、参加活动营销的老年人更易购买医药保健品,其中参加医药保健品活动营销是最重要、最直接的影响因素（OR=6.60,95%CI=4.67~9.33）。结论活动营销是医药保健产品非常重要的营销方式,也是对居民购买医药保健品行为影响最大的因素,目前急需了解掌握活动营销中医药保健产品的品质及真伪,强化对此类营销推广活动的审批和监管,避免居民通过活动营销购买到虚假医药保健品产品而损害身心健康。Objectives To explore the characteristic and the influence factors of joining in the event marketing activity and purchasing medicine and health care products among residents in Liaoning province.Methods 2 901 subjects were randomly selected from 11cities（area under administration）by stratified multi-stage sampling method.Results Among the interviewees,11.62% had joined in event marketing activity,among whom 48.97% had purchased medicine and health care products.Persons above 60 years older who paid attention to health information,trusted in advertisement and joined in the event marking activity would tend to purchase products mostly,and joining marketing event activity was the most important influence factor（OR=6.60,95%CI=4.67~9.33）.ConclusionsThe event marketing is an important marketing approach of medicine and health products,also is the most direct and significant influence factor of the purchasing behavior of residents.It is need right now to describe and master the quality,true and false of the medicine and health care products,and relevant department of government should enforce the approval process,supervise and penalties of advertisement and marketing active,in order to avoid the resident being cheated and hazarded.

关 键 词：医药保健品 活动营销 会议营销 购买行为 

分 类 号：R163[医药卫生—公共卫生与预防医学]