木芙蓉日化产品创意的市场需求调研分析  

Market Demand Research and Analysis of Hibiscus mutabilis Daily Chemical Products

作　　者：王虹 向可 刘方玲 胡攀 曹家文 王希 徐扬 李雨桐 郑雨 刘艺琼 Wang Hong;Xiang Ke;Liu Fangling;Hu Pan;Cao Jiawen;Wang Xi;Xu Yang;Li Yutong;Zheng Yu;Liu Yiqiong(Chengdu Botanical Garden(Chengdu Urban Botanical Science Research Institute),Chengdu 610000,Sichuan,China;Chengdu Institute of Chinese Herbal Medicine,Chengdu 610000,Sichuan,China)

机构地区：[1]成都市植物园(成都市公园城市植物科学研究院),四川成都610000 [2]成都市中草药研究所,四川成都610000

出　　处：《绿色科技》2025年第5期254-258,264,共6页Journal of Green Science and Technology

摘　　要：成都,被誉为“蓉城”,其城市名称与满城盛开的木芙蓉紧密相关。木芙蓉不仅具有观赏价值,还蕴含一定的药用价值。本研究旨在通过市场调研,了解消费者对木芙蓉日化产品在品牌定位、设计及传播方面的需求,为开发具有成都特色的木芙蓉日化产品提供科学依据。通过设置调查问卷,共回收755份有效问卷数据。结果表明,木芙蓉日化产品的设计需综合考虑地域、文化、适用人群及成分安全等多种因素。针对不同年龄段的消费群体,产品应提供有针对性的功效及价格定位。具体而言,全年龄段均对补水保湿有较高需求,青年群体倾向于抗痘、防出油的产品,中老年群体则更偏好抗老化、去皱等功能性产品。此外,女性作为护肤产品的主要消费群体,对产品的功效需求更为多样化,且更容易接受高价产品。本研究结论为木芙蓉日化产品的开发和市场推广提供重要参考。Chengdu,known as the"City of Hibiscus mutabilis",is closely associated with the blooming Hibiscus mutabilis throughout the city.Hibiscus mutabilis not only has ornamental value but also contains certain medicinal properties.This study aims to explore consumers'demands for Hibiscus mutabilis-based daily chemical products in terms of brand positioning,design,and promotion through market research,providing a scientific basis for the development of Hibiscus mutabilis-based daily chemical products with Chengdu characteristics.By setting up a questionnaire,755 valid responses are collected.The results indicate that the design of Hibiscus mutabilis-based daily chemical products needs to comprehensively consider various factors such as geography,culture,target population,and ingredient safety.Products should provide targeted efficacy and pricing for different age groups.Specifically,all age groups have a demand for hydrating and moisturizing products.Young consumers prefer products for anti-acne and oil control;middle-aged and older consumers are more inclined to choose products with anti-aging and wrinkle-reducing functions.In addition,women,as the main consumer group for skincare products,have more diversified demands for product efficacy and are more likely to accept higher-priced products.The findings of this study provide important references for the development and marketing of Hibiscus mutabilis-based daily chemical products.

关 键 词：木芙蓉 日化产品 消费者需求 问卷调查 市场调研 

分 类 号：F832[经济管理—金融学]