产业经济学作业

毕业设计（产业经济学课堂作业）
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北京第二外国语大学
毕业设计

对北京防霾口罩市场环境的研究
年 级：大三
学 号：2012220124
姓 名：钟缘
专 业：市场营销
指导老师：郭斌

二零一五年四月十二日
毕业设计（产业经济学课堂作业）

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内容摘要
关键词：雾霾；pm2.5；性价比；防霾效果；市场监管
摘 要： 随着北京被冠以“雾都”称号的那天起，防霾口罩逐渐成为热销品，数据显示，
2014年防霾口罩销量同比上年涨近三倍。然而现在市场上防霾口罩可谓是五花八门，从几
块钱到几百块钱甚至千元的各类样式，功能不同的防霾口罩充斥着防霾口罩市场。而作为一
个近几年内新兴的，目前防霾口罩市场存在着混乱，而消费者对防霾口罩的需求又有哪些呢？
我这次调查的目的就是了解不同年龄层次的消费者对防霾口罩的不同需求。

Keyword: haze ; pm2.5 ;performance cost ;effect ;market supervision ;
Summary: Since Beijing was named by “The city of fog” , more and more people lived
in city would like to pay for “the haze of masks(the masks which can keep his man away
from haze). In fact, the sales of the masks rose nearly three times compared to last
year. But now，there are hundreds different kinds of masks which confused us. Some
cost few yuan but some cost a thousand, As a new product which is rising in recent
years, The government give masks too much freedom, what do we really need ? The
purpose of the investigation of me is to research the different needs of different ages of
consumers on the haze masks.
毕业设计（产业经济学课堂作业）

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目 录
第一章 绪论 „„„„„„„„„„ 1
1.1研究背景与研究目的 „„„„„„„„„„„„„„„„„„„ 1
1.2研究思路 „„„„„„„„„„„„„„„„„„„„„„×
第二章研究设计 „„„„„„„„„„„×
2.1实验设计 „„„„„„„„„„„„„„„„„„„„„„„×
2.2问卷设计 „„„„„„„„„„„„„„„„„„„„„„„×
第三章研究过程
3.1问卷发放 „„„„„„„„„„„„„„„„„„„„„„„×
第四章研究结果统计与分析
4.1研究结果统计 „„„„„„„„„„„„„„„„„„„„„„„×
4.2数据分析 „„„„„„„„„„„„„„„„„„„„„„„×
结束语 „„„„„„„„„„„„„„„„„„×

致谢 „„„„„„„„„„„„„„„„„„„„×
参考文献 „„„„„„„„„„„„„„„„„×
附录 „„„„„„„„„„„„„„„„„„„×
毕业设计（产业经济学课堂作业）

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毕业设计（产业经济学课堂作业）

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第一章 绪论
1.1研究背景与研究目的
研究背景：伴随着雾霾天气的大量出现，PM2.5正式走入了我们的生活，空气监测PM2.5
浓度又一度爆表，如何应对这样恶劣的生活环境?意识到污染的人们，除了尽量少的外出外，
还选择了戴口罩来阻挡PM2.5的入侵。一时间，大量不同功能，不同材质，不同价格的方面
口罩开始活跃在市场中 。
当市场上大量不同功能，不同材质，不同价格的口罩不断被推出的同时，作为消费者，
对口罩有什么样的需求呢？不同的消费者会偏爱什么样的口罩呢？消费者真的了解自己购
买的防霾口罩么？针对这些疑问，

研究目的：通过对雾霾口罩的消费者进行抽样调查并分析结果，了解消费者对雾霾口罩
的需求。