基于Kano模型的预制菜零售行业订单赢得要素分析

Analysis of Order Winning Factors in the Prepared Vegetable Retail Industry Based on Kano Modeling

预制菜食品市场广阔但准入门槛低,市场现有产品包装和种类等重合度高,同质化严重,产品之间可替代性高,导致品牌黏性低。所以对于生产出一款能在同类竞品中脱颖而出,赢得更多消费者青睐的产品尤为重要。研究基于预制菜零售行业现状的相关文献,结合市场需求偏好与产品特点构建调查指标体系,并据此设计问卷。在数据结果分析中采用定量卡诺模型,借助SPSS进行分析与整理,剖析影响消费者购买倾向的不同产品属性,揭示用户需求与用户满意之间的非线性关系,并得出以下结论:消费者对产品包装的环保特性、扫码观看车间生产过程以及包含地方名菜且不添加防腐剂等产品属性表现出更显著的偏好。预制菜企业可从这些维度着手对产品加以改进,以此获取更多的订单赢得要素,进而提升预制菜在同赛道产品中的核心竞争力。文章创新点:在产品质量合规等必备属性满足大部分消费者的前提下,提炼出一些具备驱动消费者购买行为能力的产品属性并重点分析,帮助企业赢得更广泛消费者认可与青睐,为突破产品同质化困境提供了借鉴。

The market for prepared vegetable food is vast but with a low barrier to entry,the existing products in the market have a high degree of overlap in terms of packaging and type,serious homogenization,and a high degree of substitutability between products,resulting in low brand stickiness.Therefore,it is particularly important for producing a product that can stand out among similar competitors and win more consumers’favor.This study is based on the literature related to the current situation of the prepared vegetable retail industry,combining market demand preferences and product characteristics to construct a survey index system,and designing a questionnaire accordingly.In the analysis of the data results,the quantitative Kano model is used,and SPSS is used to analyze and organize the data,analyze the different product attributes that affect consumers’purchasing tendency,reveal the non-linear relationship between user demand and user satisfaction,and come to the following conclusions:Consumers show more significant preferences for product attributes such as the environmental protection characteristics of the product packaging,scanning the code to watch the production process of the workshop,and the inclusion of local famous dishes and no preservatives added.preferences.Prepared vegetable enterprises can start to improve their products from these dimensions,so as to obtain more orders to win the elements,and then enhance the core competitiveness of prepared vegetables in the same track products.The innovation point of this paper is:under the premise of product quality compliance and other necessary attributes to satisfy most consumers,some product attributes with the ability to drive consumer purchasing behavior are extracted and analyzed in order to assist enterprises in winning wider consumer recognition and favor,and to provide a reference for breaking through the dilemma of product homogenization.