苏州市轻食市场发展现状及消费需求调查研究
Keywords:
轻食, 苏州市, 消费者特征, 商业分析, 数据建模, 市场营销Abstract
党的二十大报告强调推进健康中国建设，将保障人民健康上升至战略位置。大健康理念盛行，居民消费升级，轻食逐渐成为当代人的新“食尚”，轻食市场空间及前景广阔。苏州市作为发达的新一线城市，其轻食市场的状况能很好地反映出轻食在未来中国的发展潜力。基于此，本文以苏州市居民为调研对象，研究了苏州市轻食市场现状、既有消费者与潜在消费者特征及偏好、市场发展现存问题及营销策略。通过问卷调查法、深层访谈法和模型分析法，共收集到1419份有效问卷，并通过修正的IPA法和波特五力模型进行市场表现评估。对既有消费者的分析采用K-Means聚类分析、Logistic回归模型和SEM结构方程模型；对潜在消费者的分析则采用回归的Lookalike模型、RFM模型和推广IPA分析法，结合GM(1,1)和ARIMA模型进行未来10年市场预测。通过微博平台“轻食”关键词分析和大众点评轻食消费评论内容研究，挖掘消费者关注点及市场问题，并提出层次分析与灰色关联法进行轻食商家评价。最终得出市场不断扩容、发展态势良好，消费者基础强大、受众范围广泛，内外因素联动、激发市场活力，发展弊病浮现、问题亟待解决等结论，并基于这些结论提出了明确目标市场、加强品牌建设、纵深打造品类、降低生产成本、加强风险关注及多方协作发展的策略建议。
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