银龄心血管疾病人群膏方认知现状与需求调查研究OA

Objective To know the cognitive status and demands of TCM pastes of elderly population with cardiovascular disease;To provide evidence for the development of the TCM paste industry.Methods A sampling survey method was employed to examine the cognitive status and demands of the population with cardiovascular disease across six dimensions:demographic characteristics,awareness level of TCM pastes,purchasing channels and brand recognition,decision-making influencing factors,attitudes toward innovative products,and acceptability of marketing approaches.Comparative analyses were conducted between elderly and non-elderly groups.Results A total of 307 questionnaires were collected,including 96 in elderly group and 211 in non-elderly group.Compared with non-elderly group,elderly group showed more basic diseases(P<0.05),lower understanding of ointment(P<0.05),more attention to the efficacy of ointment(P<0.05),lower acceptance of innovative products(P<0.05),and single marketing mode(P<0.05).Conclusion Elderly population has the cognitive contradiction of"emphasizing efficacy and ignoring innovation"in TCM pastes.The high-quality development of paste industry can be promoted by optimizing the promotion channels,innovating ointment products,standardizing the preparation process,and expanding overseas markets.