中式养生护肤产业的商业模式创新与价值创造研究
DOI:
https://doi.org/10.70693/rwsk.v2i4.418Keywords:
中式养生护肤, 商业模式创新, 价值创造, 国潮消费, 护肤产业Abstract
健康消费升级、国潮文化扩散与功效护肤深化，共同推动了中式养生护肤赛道的形成。中式养生护肤并非传统草本护肤的简单延伸，而是在中式养护理念、现代护肤技术与当代消费审美交汇基础上形成的新型产业形态。近年来，该领域在市场关注、产品创新与内容传播方面表现活跃，但也面临产品同质化、功效支撑不足、渠道运营对流量依赖较强、用户沉淀能力有限以及产业链协同程度不高等问题。文章围绕中式养生护肤产业的发展动因、商业模式约束、优化方向与价值生成展开分析。研究认为，中式养生护肤的持续成长并不取决于中式符号的叠加，而取决于能否围绕产品研发、场景组织、内容传播、渠道协同与生态延展，对价值主张、价值传递与价值获取机制进行系统重构。
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