俄罗斯休闲食品在中国东北市场的营销策略研究

Study on Marketing Strategy of Russian Snack Food in Northeast China

中俄两国在历史、文化等方面有着很大的差异,在食品消费上的需求特点和购买行为等方面也存在着很大的差异。针对中国消费者购买俄罗斯进口食品的偏好和影响因素进行调查研究,综合运用STP理论、4P营销组合理论进行实证分析,以获取俄罗斯休闲食品在中国市场消费者的购买偏好及购买行为特征,并提出建设性的营销策略建议,可以为俄罗斯食品企业在中国市场的营销策略提供借鉴和参考。

There are great differences in history,culture,demand characteristics and purchase behavior between China and Russia.This research investigates and studies the preferences and influencing factors of Chinese consumers'behavior of buying imported food from Russia,and makes an empirical analysis by using STP theory and 4P marketing combination theory to obtain consumers'preference and purchase behavior characteristics of Russian snack food in Chinese market,and puts forward constructive marketing strategy suggestions,so as to provide reference for Russian food enterprises in Chinese marketing.