基于网络舆情的面霜化妆品消费者需求调研分析  

Online Opinion-Based Consumer Demand Research on Facial Cream Cosmetics

作　　者：吴丽雯 李煜 黄韬 宋雨芯 何聪芬[1] 乔小玲 WU Liwen;LI Yu;HUANG Tao;SONG Yuxin;HE Congfen;QIAO Xiaoling(Beijing Key Laboratory of Plant Resources Research and Development,School of Chemical and Materials Engineering,Beijing Technology and Business University,Beijing 100048,China;Shanghai Lily&Beauty Cosmetics Co.,Ltd.,Shanghai 200030,China)

机构地区：[1]北京工商大学化学与材料工程学院植物资源研究开发北京市重点实验室,北京100048 [2]上海丽人丽妆化妆品股份有限公司,上海200030

出　　处：《香料香精化妆品》2024年第3期228-233,共6页Flavour Fragrance Cosmetics

摘　　要：网络舆情是网民针对某一事物产生的有倾向性意识形态的表达、互动、传播和演化等活动的集合。通过面霜的网络舆情可看出消费者人群分布及对该类产品的偏好。监测2021—2022年超过1727万条面霜、乳霜相关的网络舆情,分析消费者的需求、修护面霜人群分布、修护面霜市场概况及平价修护面霜发展趋势。结果表明:(1)消费者对面霜的需求是保证清爽不黏腻的肤感,充分发挥保湿、修护、舒缓等功效以及修复类成分的添加。(2)使用修护面霜的消费者年龄集中于20~34岁,女性人群占比高于男性。(3)各个平台上消费者对不同档位面霜话题讨论度存在差异,中国本土面霜品牌与其他国家相比还有一定差距;平价修护面霜消费者购买倾向率为57.4%,成分、特质、背景等均是其打开知名度的因素。(4)多元化宣传手段和进一步细分面部修护特点或成为平价面霜方向发展。以上结果对进一步了解消费者需求有借鉴意义,为修护面霜产品未来发展方向提供了思路。Internet public opinion is a collection of activities such as expression,interaction,dissemination and evolution of tendentious ideologies generated by the general public against a certain thing.Online opinion on facial creams reveals the distribution of consumers and their preference for this product category.Over 17.27 million online opinions related to facial creams from 2021 to 2022 were monitored to analyze consumer demand for facial creams,the demographic distribution of repairing facial creams,the overview of the repair cream market and the trend of affordable repairing facial creams.The results showed as follows.(1)What consumers want in a cream was skin feeling,composition and efficacy.Consumers were looking for a fresh,non-sticky skin feeling;repairing ingredients were of high concern;moisturizing,repairing,soothing,spot whitening,oil control and anti-wrinkle were the effects of high concern.(2)Consumers using repairing facial creams were concentrated in the age group of 20-34,and the proportion of women was higher than that of men.(3)Different platforms discussed different facial cream brands,and there was still a gap between China’s local facial cream brands and those of other countries;the propensity of consumers to buy affordable repairing facial creams was 57.4%,and the ingredients,qualities or background of the product were all possible factors for affordable facial creams to be“out of the loop”.(4)Affordable facial creams could be developed towards adopting more diversified means of promotion and further segmentation of facial repair characteristics.The above results have implications for further understanding of consumer demand for facial creams and provide ideas for the future direction of repair facial creams.

关 键 词：面霜 网络舆情 消费者 修护 未来趋势 

分 类 号：F426.72[经济管理—产业经济] F274