中国医疗保健消费调研

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博雅公关中国和Kantar Health联合发布了一项中国医疗健康消费趋势的调研。调研以网上问卷形式,采访了1,000名来自中国第一、二线城市的消费者。超过一半的受访者年龄在26岁以上,大学毕业。并有超过七成是专业人士和中高层管理人员。

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  • * Not quite understand of “personal ownership/empowerment”
  • Information consumption patterns: 信息消费模式 or 信息获取途径, which would be better?
  • 中国医疗保健消费调研

    1. 1. 
China
Healthcare
&
Wellness
Consumer
Survey &
Kantar
Health
2011 6
    2. 2.     
    3. 3.   +  70%  +  +  80%  +  73% 69%  “ ” +  96% 
    4. 4.   Kantar Health 2011 2 1000 




 •  1000 •  3 11 •  • 
    5. 5. [1] 
 83
 63
 57
 418
 22
 37
 45
 294
 50 50 50 352 [2] 55 50 52 360 25
–
35 27 18 23 554 36
–
45 33 38 62 112 46 45 44 17 46 N
=
1019 105 100 102 712 [1] [2] 6000-9999 10000  50%  70%
    6. 6. 63% 49% 45%
    7. 7. 70% 55% 66% 67%
    8. 8. =72% 72% 70% 69% 75% 72%
    9. 9. 67% 70% 77% 80% 88%
    10. 10. 26‐35 36‐45 46
    11. 11. …# # #  /
    12. 12. / 3 1.  2.  3.  /
    13. 13. /1/3
    14. 14. 80%n= 1019 105 100 102 712 622 245 152
    15. 15. /
    16. 16. / “ ”
    17. 17. BBS
    18. 18. BBS BBS 60% BBS 1
 2
 3
 4
 5
 6
N = 1019
    19. 19. BBS …•  BBS o  o  o  o  o •  BBS 25 o  o N = 1019
    20. 20. —— BBS 136% 2 BBS 3 BBS 4 10% 5 6 7 8 9 n = 553 ParEcipate
rate
of
different
BBS
forums

    21. 21. ——1 36% (Sina.com.cn)234 3956 7789 n = 140 ParEcipate
rate
of
different
websites

    22. 22. 96% 96% 68%Key
aMributes
for
healthcare/wellness
informaEon
 N = 1019
    23. 23. / 1 /N = 1019
    24. 24.   +  “ ” “ ”  “ ” +  +   +  +  : +  :
    25. 25. I.
    26. 26. 
China
Healthcare
&
Wellness
Consumer
Survey Efen
Huang
 Simon
Li
 Senior
Healthcare
Strategist
 General
Manager
 Burson‐Marsteller
China
 Kantar
Health
 efen.huang@bm.com
 Simon.li@kantarhealth.com


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