济南市A品牌肉类食品的调研设计与实施策略研究

Research Design and Implementation Strategy of Brand A Meat Food in Ji'nan

为探究A品牌进入市场的机会点,本调查以购买鸡肉常温休闲食品的现有消费者和潜在消费者为调查对象,通过对济南市常住人口对鸡肉常温休闲食品的消费意愿的调查,分析目前市场存在的问题,为A品牌实现产品换道超车提供机会。在理论研究的基础上,编制了问卷和访谈提纲,利用SPSS数据分析、挖掘和机器学习,对调查结果进行数据分析,得出了济南市鸡肉常温休闲产品的市场现状和A品牌鸡肉常温休闲产品市场表现的相关结论。

In order to explore the opportunities for Brand A to enter the market,this survey takes the existing and potential consumers who buy chicken room temperature snack food as the survey object.Through the survey on the willingness of the permanent population in Ji’nan to consume chicken room temperature snack food,it analyzes the current problems in the market and provides opportunities for Brand A to realize the product lane changing and overtaking.On the basis of theoretical research,a questionnaire and an interview outline were compiled.Using SPSS data analysis,mining and machine learning,data analysis was conducted on the survey results,and relevant conclusions were drawn on the market status of Ji'nan chicken room temperature leisure products and the market performance of Brand A chicken room temperature leisure products.