新生代饮酒模式调查研究

Survey of the Drinking Patterns of the New Generation

为了解新生代饮酒模式包括酒类的选择偏好、饮酒习惯、饮酒环境等,为酒类的发展方向提供理论依据。采用抽样法和访谈法相结合,在上海、南京、合肥、贵阳、遵义5个城市选择共计549名新生代年轻代表参加问卷调查。结果表明,新生代最喜欢的饮酒状态是微醺,最喜欢的饮酒场合是朋友聚会和同事同学聚会,其中90%的新生代选择饮用啤酒,75%选择饮用葡萄酒,40%选择白酒。最受欢迎的饮酒环境是大排档,同时他们要求产品包装更能体现个性化和时尚感。目前,新生代寻求的是一种放松、享受的饮酒模式。未来酒类市场将更加流行酒度较低、包装时尚、个性突出的产品。

To understand the new generation of drinking mode, including selection preference, drinking habit and drinking environment, provides theoretical basis for the development direction of alcohol.A total of 549 young cenozoic representatives were selected to participate in the survey in five cities of Shanghai, Nanjing, Hefei, Guiyang and Zunyi, by means of sampling and interview.The new generation＇s favorite drinking state is tipsy. Its favorite drinking occasion is a gathering of friends and colleagues and classmates. Among them, 90% of the new generation choose beer, 75% wine and 40% white wine. The most popular drinking environment is the food stalls, and they require the packaging to be more personal and stylish. The new generation seeks to relax and enjoy drinking. In the future liquor market will be more popular liquor degree lower, packaging fashion, personality prominent products.