基于在线评论的杏花村酒消费特征分析

Analysis of Consumption Characteristics of Xinghuacun Liquor Based on Online Reviews

清香型白酒作为我国白酒三大主流香型之一,在我国有着深厚的群众基础。然而与浓香型、酱香型相比,目前清香型白酒品类阵营只有汾酒有一定优势,其他品牌相对弱势,将主要研究清香型白酒阵营第二品牌--杏花村酒。根据杏花村旗舰店的在线评论,运用Rost cm6软件和excel进行分析,探究消费者需求,为其他清香型白酒企业及同类企业的产品开发、市场营销及客户维护提供参考。

The clear-flaver liquor is one of the four major liquors recognized at the earliest.It has a deep mass base in our country.Fen liquor take the lead of clear flavor liquor.With the revival of it,Xinghuacun brand is back.This article will be based on the online comments of Xinghuacun flagship store,using Rost cm6 software and excel analysis to explore consumer demand,providing reference for Xinghuacun wine and similar enterprises product development,marketing and customer maintenance.