摘要
新产品的开发对食品工业企业的发展起着重大的作用,在企业的市场竞争,生存,发展中扮有重要角色。研究消费者对产品,尤其是对新产品的感知及意愿是新产品开发研究中的重要部分。本文以北京部分城市居民为例,以其对新产品的感知和意愿进行调查,研究结果表明:食品的新产品开发是十分必要的,大多数消费者对此持肯定态度,并且愿意尝试不同的新产品,希望新产品能够具有多样性,在未来的食品市场中出现更多更新的食品,例如天然食品,保健食品,方便食品等。调查表明,"家人或朋友的推荐"和"产品质量"是消费者购买新产品的主要因素,因此,食品企业在新产品开发中,应注重产品质量,并且在市场的推广中要注意树立培养有影响力的先期消费者(即意见领袖)。此外,在新产品开发中应注意的健康,质量与价格问题也在消费者调查中显现出来。
It has been reported that consumers take a vital role in New Product Development （NPD）, especially in the food industry. Understanding consumers＇ thoughts is very important for the food industry in today＇s competitive marketplace. This study investigated consumers＇ thoughts on new food products in Beijing （n=139）, using a quantitative method. Results indicated that consumers in Beijing believe it is necessary to introduce new food products and they would like to try new products. There appears to be great interest in new products among the Beijing consumers, with most interest in new healthy products. The influences on consumer choices suggest that a marketing focus on quality, utility and health benefits would be most fruitful. Opinion leadership needs to be created as other people＇s influence is important in intention to purchase.
出处
《中外食品》
2008年第9期6-9,11,12,共6页
Food global industry
