北京市椰子水市场消费驱动与障碍分析  

Analysis of Consumption Drivers and Obstacles in Beijing Coconut Water Market

作　　者：韩晶 李泽君 李思奇 王镜淇 李佳芯 

机构地区：[1]北方工业大学理学院,北京 [2]北方工业大学信息学院,北京

出　　处：《应用数学进展》2024年第7期3467-3480,共14页Advances in Applied Mathematics

摘　　要：近年来,椰子水等东南亚进口果饮在市场上开始流行并且受到越来越多人的喜爱和欢迎。自2019年起,椰子水引领了中国消费市场的新兴热点并占据了一定的市场地位。本文旨在研究椰子水市场现存的动能和障碍,并对此提出可行性建议,推动正大椰子水市场的发展。本项目运用SPSS和Python等软件对有效数据进行了因子分析、聚类分析、对应分析、SEM结构方程模型构建,重点探究了四个方面的内容,具体包括椰子水市场现状、消费者市场的分类、消费者购买驱动、品牌包装和宣传的障碍,具体结论如下:1) 包装设计已成为消费者决策的重要因素;2) 合理定价发挥重要作用;3) 不同的消费者群体具有不同的消费特征;4) 品牌是消费者选择的关键因素;5) 线上和超市是消费者主要购买途径;6) 消费者偏好与时俱进的宣传方式。基于上述分析,本项目提出关于产品方面、价格方面、渠道方面、宣传策略多方面的可行性建议。In recent years, coconut water and other imported fruit drinks from Southeast Asia have become popular in the market and are loved and welcomed by more and more people. Since 2019, coconut water has led the emerging hotspot of China’s consumer market and occupied a certain market position. The purpose of this paper is to study the existing momentum and obstacles of the coconut water market, and put forward feasible suggestions to promote the development of the CP coconut water market. In this project, SPSS and Python were used to construct factor analysis, cluster analysis, correspondence analysis, SEM structural equation model construction on effective data, focusing on four aspects, including the current situation of coconut water market, the classification of consumer market, consumer purchase drive, and the barriers of brand packaging and publicity. 1) Packaging design has become an important factor in consumer decision-making;2) Reasonable pricing plays an important role;3) Different consumer groups have different consumption characteristics;4) Brand is a key factor in consumer choice;5) Online and supermarkets are the main purchase channels for consumers;6) Consumers prefer ways to promote that keep pace with the times. Based on the above analysis, this project puts forward feasible suggestions on product, price, channel, and publicity strategy.

关 键 词：椰子水市场 消费驱动 消费障碍 

分 类 号：F42[经济管理—产业经济]