广东居民现调茶饮的消费偏好与市场分析  

The Consumption Preference and Market Analysis of Guangdong Residents'Freshly Mixed Tea Drink

作　　者：陆子豪 孙红英 刘娟 Lu Zihao;Sun Hongying;Liu Juan(School of Economics,Guangdong University of Finance and Economics,Guangzhou 510320,China)

机构地区：[1]广东财经大学经济学院,广东广州510320

出　　处：《科技创业月刊》2023年第10期186-189,共4页Journal of Entrepreneurship in Science & Technology

基　　金：广东省哲学社会科学规划项目“疫情动态清零背景下管控社区物流供应链再稳定机制研究”(GD22XGL24);广东财经大学教学发展示范教师项目“以赛促学、以赛促练、以赛促教”模式在经管类统计学课程教学中的应用”(2022FD02);广东财经大学教育教改项目“基于政校企深度融合的新商科实验教学管理模式研究——以经济统计专业为例”(2022134);2023年广东省研究生教育创新计划项目(2023ANLK_040)。

摘　　要：分析消费者对现调茶饮的认知与感受,探索消费者的消费偏好与主要特征,进而分析目前现调茶饮市场的环境与趋势。基于大数据网络舆情文本挖掘,通过在广东省居民中发放2981份(有效问卷2731份)关于现调茶饮消费偏好调查问卷,基于竞争神经网络建立分析模型,旨在为现调茶饮企业提供针对性建议。结果显示,将消费者划分为潜在型消费者、主力型消费者、保守型消费者3类。建议现调茶饮企业根据不同类别的消费者特征,从饮品价格、品牌建设、特色饮品等多方入手提高产品竞争力,满足消费者多样化需求。Analyze consumers’cognition and feelings of freshly mixed tea,explore consumers’consumption preferences and main characteristics,and then analyze the current situation The environment and trend of the tea market.Based on the big data network public opinion text mining situation,2981 questionnaires(2731 valid questionnaires)were distributed among all residents in Guangdong Province on the consumption preference of freshly mixed tea drink.Based on the competitive neural network,the analysis model was established in order to provide targeted suggestions for the freshly mixed tea drink industry.The results show that consumers are divided into three categories:potential consumers,main consumers,conservative consumers.It is suggested that according to the characteristics of different categories of consumers,freshly mixed tea drink enterprises should improve the competitiveness of products from the aspects of beverage price,brand construction,specialty drinks,etc.,to meet the diversified needs of consumers.

关 键 词：现调茶饮 竞争神经网络 消费人群画像 消费偏好 

分 类 号：F326[经济管理—产业经济]