关于苏州食行生鲜进驻大学校园的调研

Investigation on Suzhou's Fresh Service Entering the University Campus

生鲜食品作为日常生活的必需品,在人们生活中占据重要地位。大学生生鲜食品消费市场中,除了超市、水果店传统的购买渠道之外,网上消费的比例和规模如何?大学生网购生鲜过程中主要关注哪些要素?苏州食行生鲜进驻大学校园是否有市场?进驻后应该如何推广?带着这些问题,调研组开展了此次调查。调查过程采用线上和线下相结合的方式,进行非随机发放问卷。调查结果表明,生鲜食品线上消费在大学生中有一定市场,大学生网购生鲜时会注重价格、送货速度、新鲜程度等因素;网购生鲜主要集中于京东、天猫生鲜等平台,同时一些新兴的生鲜平台如每日优鲜、盒马鲜生、食行生鲜、易果生鲜等也有尝试。因此调研提出,苏州食行生鲜要通过控制成本,为大学生提供低价优质生鲜食品;要根据大学生消费特点,完善商品种类和商品信息;要通过活动推广,增加大学生客户黏性等建议。

Fresh food,as a daily necessities, play-s an important role in people＇s lives, what is the proportion and scale of online consumption in the fresh foodmarket for college students, in addition to the traditional shopping channels ofsupermarkets and fruit stores？ what are the main factors in the process of online shopping？ Is there any market for suzhou＇s fresh service to enter the university campus？ how should we popularize after entering？ with these questions, the research team earned out the survey, the survey process was conducted online and offline, non random questionnaires were issued, the results show that there is a certain market for fresh food online consumption among college students, and college students will pay attention to price, delivery speed ,freshness and other factors when they buy fl＇esh food online ;online fresh food mainly concentrated in Jingdong, fianmao and other platforms,while some emerging fresh platforms such as daily delicacy,fresh hema, suzhou＇s fresh service are also try to apply, therefore, the research suggests that suzhou＇s fresh service should provide students with low - cost and high - quality fresh food by controlling the cost;improve the variety- of goods and commodity information according tothe consumption characteristics of college students;and raise extension activities to increase the viscosity of college students customer.