网红食品流行现状及社交网络营销研究

The Status Quo of Internet Celebrity Food Popularity and Its Social Network Marketing

对杭州市的网红食品流行现状及其社交网络营销进行问卷调查.运用描述统计分析、满意度模型,分析消费者满意度.采用基于Apriori算法的关联规则挖掘,分析社交网络在网红食品营销中的作用.结论:网红食品的消费人群中青年占主要比例;网红食品存在一定的食品安全隐患;网红食品的社交网络营销虽有明显优势,但仍需改进.相关建议:消费者应树立正确的消费观;相关部门的监管和消费者的监督有待加强;网红食品商家应进一步提升服务质量与顾客满意度,打破商品单一经营模式,实现多元化发展.

The research group conducted a questionnaire survey on the current situation of Internet celebrity food in Hangzhou and its social network marketing.According to the survey data,the descriptive statistical analysis and satisfaction model were used to analyze and obtain the satisfaction results from the perspective of consumers.Association rule mining based on Apriori algorithm was adopted to analyze the role of social network in Internet celebrity food marketing.The results are as follows:the majority of young and middle-aged people consume Internet celebrity food;Internet celebrity food has some hidden dangers of food safety;Internet celebrity food has obvious advantages in social network marketing,but it remains yet to be improved.On the basis of the survey,some suggestions are proposed:consumers should have a correct view of consumption;the supervision of relevant departments and consumers should be strengthened;Internet celebrity food merchants should further improve services quality and customer satisfaction,and break the single business model of commodities,so as to achieve diversified development.