Z世代休闲食品营销策略浅析——绿色豆制品

Analysis of the Marketing Strategies of Leisure Food of Generation Z——Green Soy Products

本文通过研究Z世代的消费特征,发现Z世代主要有以消费抵压力、消费为社交消费为人设以及用消费表达自身价值观的消费特点。在此基础上结合豆长生企业的特征以及其绿色豆制休闲食品的产品特点,从三个维度为豆长生企业制定了营销策略:一是产品维度——豆长生要坚守制作、销售绿色豆制休闲食品的初心,并勇于进行产品创新;二是营销渠道维度——豆长生要充分依托互联网,借助KOL融入Z世代各圈层;三是心理维度——豆长生要充分把握Z世代的消费心理,利用休闲食品盲盒主动迎合Z世代在消费中求异的心理,借助盲盒的社交性质满足Z时代对商品的社交价值需求。本文希望通过对Z世代的研究来促进豆长生绿色休闲食品的营销推广,与此同时,将绿色健康的休闲食品消费观念传递给Z世代。

Through studying the consumption characteristics of Generation Z,this article finds that Generation Z often fights against pressure by consumption,consumes for social interaction and individual project,and consumes to express their values.Based on this,this article combines the characteristics of Douchangsheng Company and its green soy leisure food products,and formulates marketing strategies for Douchangsheng Company from three dimensions:First,in terms of the product dimension,Douchangsheng should adhere to the original aspiration of making and selling green soy leisure food,and be brave to carry out product innovation;second,from the perspective of marketing channel,Douchangsheng should fully rely on the Internet and integrate into the circles of Generation Z with the help of KOL;third,as for the psychological dimension,Douchangsheng should fully grasp the consumer psychology of Generation Z,use the blind box of leisure food to actively cater to the psychology of Generation Z in seeking dif ferences in consumption,and use the social nature of the blind box to meet the social value demand of the Generation Z.This article hopes to promote the marketing promotion of Douchangsheng’s green leisure food through the study of Generation Z,and at the same time,to convey the concept of green and healthy leisure food consumption to Generation Z.