消费者对鸡蛋微营销认知分析及展望——基于北京地区的调研

Analysis and Prospect of Consumer's Cognition on Eggs Micro Marketing—Based on the Survey of Beijing

基于中国庞大的互联网用户优势和日益完善的网络平台,微营销的兴起成为大势所趋。通过调研,对北京市消费者的鸡蛋购买习惯、鸡蛋微营销认知情况、担忧问题以及未来期望等进行了详细分析。结果显示,当前,通过微营销平台购买过鸡蛋的消费者极少,消费者对于鸡蛋微营销模式担心的主要问题是鸡蛋质量不好和物流速度太慢;但大多数消费者愿意接受成熟的鸡蛋微营销模式,鸡蛋微营销前景良好。中小企业应尽快加入微营销行列,通过微营销模式服务好消费者,增加客户黏性,获得更大的市场份额。

Based on the advantage of China＇s huge internet user and increasingly sound network platform, the rise of micro marketing has become the trend of the times. Through a survey, a detailed analysis of Beijing consumers＇ egg buying habits, cognition on egg micro marketing, concerns and future expectations was conducted. The results showed that at present, there were very few consumers who purchased eggs through the micro marketing platform because of worrying about low eggs quality and slow logistics speed for the micro-marketing mode of eggs; but most consumers would love to accept mature eggs micro marketing,and eggs micro marketing would be better in the future. Small and medium-sized enterprises should join the micro marketing as soon as possible to serve consumers through the micro marketing mode, increase customer stickiness and gain greater market share.