基于SWOT分析的高校奶茶店发展现状及其消费影响因素分析

Study on Influencing Factors and Optimization Development Strategies of Milk Tea Shop Consumption in Universities

奶茶作为一种新兴的时尚饮料,深受年轻人尤其是在校大学生的喜爱,因而各式奶茶店纷纷进驻大学校园,在大学生市场展开激烈的角逐。因此,以湖北师范大学为例,首先,通过问卷调查和访谈获取数据;其次,利用SWOT方法对高校奶茶店的发展现状进行定性分析;再次,利用二元logistic回归方法对高校奶茶店消费的影响因素进行定量分析,认为性别、价格、奶茶口味、健康意识是影响大学生奶茶消费的主要因素;最后,在上述基础上提出高校奶茶店优化发展策略。

As an emerging fashion beverage,milk tea is deeply loved by young people,especially college students.All kinds of milk tea shops have also entered college campuses,and are engaged in fierce competition in the college student market.This paper takes Hubei normal university as an example.Firstly,data are obtained through questionnaire survey and interview.Secondly,the SWOT method is used to make a qualitative analysis of the development status of milk tea shops in colleges and universities.Thirdly,the paper uses binary logistic regression method to make a quantitative analysis of the factors affecting the consumption of milk tea shops in colleges and universities,and believes that gender,price,milk tea taste and health consciousness are the main factors affecting the consumption of milk tea in college students.Finally,on the basis of the above mentioned,the optimization development strategy of college milk tea shops is proposed.