广西消费者对蚕丝被的认知及市场需求调查报告

A Survey of Consumers' Cognition of Silk Quilt and Market Demands in Guangxi

通过走访和电子问卷等方式,调查了广西消费者对蚕丝被的认知及市场需求（购买力与购买行为）情况.结果显示：硕士或博士、大专及大学文化程度,月收入在3 001 ～5 000元,40 ～ 50岁的消费人群,医生、科技工作者、公务员等比较青睐蚕丝被,是蚕丝被消费的目标人群;广西消费者在购买蚕丝被的过程中比较注重质量及品牌,但对于广西蚕丝被的品牌,消费者认知度还不高.广西蚕丝被生产企业应该针对消费市场,准确定位目标群体,生产适销对路的蚕丝被,研发功能型蚕丝被,选择合适的营销方式,提高品牌认知度,以增加蚕丝被的市场占有量.

The survey was carried out to investigate consumers＇ cognition of silk quilt in Guangxi and market demand （purchasing power and purchasing behavior） by interviewing and e-questionnaire. The results show that those consumers at the age of 40 -50 who possess a bachelor＇s degree, doctorate, junior college and undergraduate college background and work as doctors, science and technology workers and civil servants with monthly income about 3 001 5 000 RMB prefer to the silk quilt, and this part of consumers can be the target group of the silk quilt. Consumers in Guangxi pay attention to quality and brands of silk quilt. However, consumers; cognition of silk quilt of Guangxi brand is not high. Silk quilt manufacturers in Guangxi should accurately position target groups in allusion to consumer market, produce appropriate quilts, research and develop functional silk quilts, choose suitable marketing modes and improve brand cognitive so as to increase market share of silk quilts.