基于零售商视角的白酒产品销量变化影响因素应用研究

Applied Research on the Influencing Factors of Baijiu Product Sales Change Based on Retailer Perspective

以某白酒公司主销产品销量变化影响因素为研究对象,基于零售商视角,运用预期满意理论和容忍区域理论,通过市场调研,对信息数据进行方差分析、相关分析和回归分析,找到影响零售商销量变化的主要因素“销售价格”和“利润满意度”,得出“零售商主销产品销量变化的基本态势是稳中有降”、“零售商销售价格越低,销量下滑的概率越大”、“零售商利润满意度越低,销量下滑的概率越大”、“零售商推荐意愿越强,销量下滑的概率越小,但不是特别明显”的结论,为白酒公司产品市场营销决策提供科学依据与参考。

Based on the perspective of ret ailers,this paper uses the expected satisfaction theory and tolerance region theory to conduct variance analysis,correlation analysis and regression analysis on the information data through market research,and finds the main factors that affect the change of sales volume of a baijiu company's main products:"sales price"and"profit satisfaction",The conclusion that"the basic trend of the change of the sales volume of the retailer's main products is stable and declining","the lower the retailer's sales price,the greater the probability of sales decline","the lower the retailer's profit satisfaction,the greater the probability of sales decline","the stronger the retailer's willingness to recommend,the smaller the probability of sales decline,but not particularly obvious",provides scientific basis and reference for the baijiu company's product marketing decisions.