小龙虾（克氏原螯虾）市场消费特征及营销策略研究

Study on market consumption characteristics and marketing strategy of crayfish

本文以上海284个小龙虾消费者的调查数据为样本,用描述性统计分析方法,分析了消费者的小龙虾特征信息的偏好选择和消费心理。研究的主要结论有:女性对小龙虾的消费偏好高于男性;学生、企事业单位员工是消费主体,且年龄结构年轻化;小龙虾消费行为有一定社交功能;消费者对小龙虾加工卫生状况、新鲜程度以及味道等外观感知信息的识别和接受度最高;质量安全认证和广告效应信息接受度较低;尤其是对广告效应信息中的品牌认知程度最低。依据市场消费特征,利用产品、价格、促销、渠道策略的优化组合和综合应用进一步推动小龙虾消费市场的发展。

Based on the survey data of 284 crayfish consumers in Shanghai,this paper analyzes the preference and consumer psychology for crayfish characteristic information by descriptive statistical method.The main conclusions of the study are:women's consumption preference for crayfish is higher than that of men;students,enterprise and business unit employees are the main consumers,and the age structure is younger;crayfish consumption behavior has certain social functions;consumers have the highest recognition and acceptance of crayfish processing hygiene,freshness,taste and other appearance perception information;quality and safety certification and advertising effect information are less accepted;in particular,brand awareness in advertising effect information is the lowest.According to the characteristics of market consumption,the use of products,prices,promotions,channel strategy optimization combination and comprehensive application further promote the development of the crayfish consumer market.