背景：自20世纪80年代起，我国的医疗美容业经过30年的发展，取得了长足的进步，形成一个涵盖整形美容、皮肤美容、中医美容、口腔美容等领域的庞大产业链。而人数庞大的大学生是医疗美容潜在的和未来的主力人群，他们对于医疗 美容的看法值得深入研究。这也对我国医疗美容业的未来发展具有重要的参考意义。 目的：本课题通过对北京市在校大学生进行问卷调研，探寻当代大学生对医疗美容认知的现状。 方法：按照高校类型和高校的人数比例进行分层随机抽样，对北京市91所普通高 校在校大学生进行了问卷调查。主要采用了描述性统计（Descriptive Statistics)、 卡方分析 (Chi-Square Analysis) 和Logistic 回归分析 (Logistic Regression Analysis)对数据进行了分析。 结果：（1)进行医疗美容项目的大学生比例为4.2%，其中男性进行医疗美容的比 例为1.8%，女性进行医疗美容的比例为6.6%，女性进行医疗美容的项目量是男性 的3.35倍，占总量的77.0%。 （2) 32.7%的受访男性和36.1%的受访女性对自己的外 貌体型不满意。（3)在受访大学生进行的医疗美容项目中，重睑术、激光术、疤 痕修整术是进行比例最高的三个项目，分别占总手术量的42.9%、 33.7%、 8.2%。(4)大学生进行医疗美容的目的主要包括变得美丽、增强自信以及工作需要和人际关系拓展、恋爱动机。（5)来自医药或艺术院校、家庭收入高、认识的人中有 人进行过医疗美容与男性大学生进行医疗美容正相关。来自医药或艺术院校、外 貌嘲笑史、认识的人中有人进行过医疗美容项目与女大学生进行医疗美容正相关。(6) 在医疗机构的选择上，国内医疗机构仍是最主流的选择，公立医院和私立医 疗机构各占73.3%和26.7%。在海外及港澳台地区中，韩国是最受欢迎的目的地。(7) 知名专家、知名医院和朋友的成功案例是大学生选择医疗机构的主要依据。(8) 男性和女性大学生的手术满意率分别为73.3%和82.9%。男性和女性对医疗美 容服务的满意度无差异。（9)既往医疗美容服务的满意度对未来手术意愿无影响。(10)效果不理想是大学生对医疗美容服务不满意的主要原因。（11)在未进行过医疗美容的受访人群中，有10.4%的男性和28.4%的女性表示曾经考虑过医疗美容。 考虑的项目主要是重睑术、激光术和鼻整形术。（12)在考虑过医疗美容的受访大 学生中，分别有10.8%的男性和12.8%的女性去医疗机构进行了咨询。未去咨询的 主要原因包括"仅是想想而已，从未认真考虑过"、"没有时间"以及"预期费用过高"、 "大众媒体报道的失败案例太多"。（13)进行了相关咨询了而未能进行医疗美容的 因素主要包括对手术风险的担忧、效果不能达到预期、费用和时间问题。（14) 3.2% 的男性受访者和11.5%的女性受访者表示未来5年有医疗美容计划。激光术、重睑 术、鼻整形术是最受欢迎的手术项目。（15)既往进行过医疗美容项目或咨询过相 关信息的大学生更倾向于在未来5年进行医疗美容服务。（16)个人收入高、家庭 收入高、家庭关系欠佳、外貌嘲笑史与男大学生未来进行医疗美容的倾向性正相 关。个人收入高、家庭关系欠佳、认识的人中有人进行过医疗美容项目与女大学 生未来进行医疗美容的倾向性正相关。（17)在未来的医疗机构选择方面，国内公 立医院仍然是最受欢迎的医疗机构（60.6%)，韩国是排名第二的医疗机构目的地 (37.1%)。 （18)在既往进行过医疗美容项目的人群中，对国内公立医院和国内私 立医疗机构仍持肯定态度。（19)在对配偶进行医疗美容的接受程度上，有7成的 大学生对配偶进行医疗美容具有不同程度的接受度，对重睑术、激光术、疤痕修 整术等微整形手术或非手术类医疗美容接受度较高。（20)近2/3的受访大学生表 示不介意别人知道自己进行过医疗美容。（21)在医疗信息渠道方面，医院网站、 朋友推荐和专业医生推荐是大学生较为认可的信息渠道。医疗美容广告在大学生 中的公信力较低。 结论：在校大学生进行医疗美容的比例较低。大部分大学生对医疗美容的了解有 限。医疗美容需要加强对大众的宣传科普。韩国、日本、美国将成为我国医疗美 容市场中的有力竞争者。其发展经验值得我国医疗美容界学习。在医疗美容的宣 传方面，口碑、官方平台和医患互动平台的建立和维护非常重要，大面积、没有 针对性的广告投放费效比较低。

Background: The industry of aesthetic & cosmetic surgery in China has developed since 1980s. It covers a vast area including plastic surgery, aesthetic dermatology, aesthetic dentistry, Chinese medicine, etc. College students are potential costumers and will become the main customers in the market of aesthetic & cosmetic surgery. How they view aesthetic & cosmetic surgery is worth investigation and their point of view is also important for the development of the industry in China. Objective: The objective of this article is to investigate how college students view aesthetic & cosmetic surgery. Method: This is a stratified random sampling, cross- sectional survey based on the classification of colleges and the number of students in each type of colleges. The statistical method includes descriptive statistics, chi-square analysis and logistic regression analysis. Objective: The objective of this article is to investigate how college students view aesthetic & cosmetic surgery. Method: This is a stratified random sampling, cross- sectional survey based on the classification of colleges and the number of students in each type of colleges. The statistical method includes descriptive statistics, chi-square analysis and logistic regression analysis. Results: (1)4.2% of college students has undergone one or more aesthetic & cosmetic procedures, with 1.8% in male and 6.6% in female. The procedures performed in female was 3.35 of that in male, which accounted for 77.0% of the whole procedures. (2) 32.7% of male students and 36.1% of female students were unsatisfied with their physical appearance. (3) The most performed procedures in college students were blepharoplasty, laser treatment, scar revision, each accounting for 42.9%, 33.7% and 8.2% of all procedures. (4) The main reasons for college students to undergo cosmetic procedures were to become pretty, to gain self-confidence, the demand of work, to enhance a relationship or to appeal to someone. (5) Being students of medical schools or art schools, high income of the family, knowing somebody who has undergone cosmetic procedures were factors positively related with male students undergoing cosmetic procedure. Being students of medical schools or art schools, joked for physical appearance, knowing somebody who has undergone cosmetic procedures were factors positively related with female students undergoing cosmetic procedure. (6)73.3% and 26.7% of the students chose to undergo cosmetic procedures in public hospitals and private hospitals in China mainland. Korea was the mostly chosen destination among overseas and HK, Taiwan, Macau. (7) Doctors and hospitals of fame and successful cases of friends were the main factors influencing the students' choice of hospitals. (8) Satisfaction rate among male and female students were respectively 73.3% and 82.9% and the difference was not statistically significant. (9) Whether one was satisfied with the previous cosmetic procedures was not related to his/her future choices of undergoing cosmetic procedures. (10) Unideal results were the main reason for dissatisfaction of procedures. (11) 10.4% of male students and 12.8% of female students once considered cosmetic procedures. The most concerned procedures were blepharoplasty, laser treatment and rhinoplasty. (12) 10.8% of male students and 12.8% of female students of those who ever considered cosmetic procedures went for consultation. Those who did not ever consulted were mainly for the reasons "no seriously consideration", "not enough time", "too expensive", "media has put me off”. (13) The reasons for not undergo a procedure after consultation were mainly "concerns about safety", "concerns of money" and "concerns of time". (14) 3.2% of male students and 11.5% of female students has plans to undergo cosmetic procedures in fives years. Laser treatment, blepharoplasty and rhinoplasty are the most chosen procedures. (15) Those who has previously had cosmetic procedures were more inclined to has procedures in the future. (16) High personal income, high family income, poor family relationships, joked for physical appearance were positively related with inclination for future cosmetic procedures in male students. High personal income, poor family relationships, knowing someone who's previously had cosmetic procedures were positively related with inclination for future cosmetic procedures in female students. :(17) The most chosen medical facilities for future cosmetic procedures were domestic public hospitals (60.6%). Korea ranked second (37.1%). (18) Domestic public hospitals and private hospitals were the most and second chosen among those who has previously had cosmetic procedures. (19) About 70% of the students show acceptance of cosmetic procedures for their assumed partners in a variety of degrees. Blepharoplasty, laser treatment, scar revision were the most accepted. (20) About 2/3 of the students indicated that they don't mind if others get to know their experience of cosmetic procedures. (21) Official websites, recommendations from friends, recommendations from doctors were the most trusted information channels among college students. Advertisements were not likely to be trusted. Conclusion: The ratio of college students who's undergone cosmetic procedures was low. Most of the students has limited access and knowledge of aesthetic & cosmetic surgery. The industry of aesthetic & cosmetic surgery needs promotion. Korea, Japan and the US will become competitors in Chinese aesthetic & cosmetic surgery market. Domestic industry of aesthetic & cosmetic surgery should learn from the experience of Korea. Setting-up and maintenance of official websites, word of mouth, and interactive platform of patients and doctors are very important for promotion of hospitals and doctors. Untargeted advertisements would have a low cost-effectiveness ratio.