基于美的产品的宠物人群需求研究调查报告

Pet Crowd Based on Midea Products Demand Research Survey Report

随着我国养宠人群数量的增加,宠物产业逐渐成为一个新兴的特色朝阳产业。面对前景开阔的市场蓝海,许多企业迅速进军宠物行业。美的集团也在宠物产品的研发和市场中占有一席之地,如何在现有产品的基础上谋求创新发展并抢占先机,是目前亟需解决的问题。因而展开本次调查,通过对目前宠物行业的现状调研,结合不同群体对宠物用品的需求及期望进行分析,期望为美的宠物产品的开发与营销提供科学的参考意见。文章首先对美的宠物产品进行了品牌分析,利用Python爬虫技术从整体分析、消费评价和竞品分析三个角度对美的宠物产品现状做一个大致的了解,有针对性地提出了发展对策。在此基础上,结合文献结果,文章以青岛市常住居民为调研对象,从调查养宠人群的基本状况及其对宠物清洁产品的期望、美的宠物产品的市场潜力与机会方向两个维度展开调研。数据结果显示调查问卷具有较高的信效度,达到了此次调研的目的。美的宠物产业的分析及本次调研结果显示,在宠物产品生产上,要注重创新性、时尚性与实用性相结合;在营销平台选择上,推荐结合各类短视频APP以提升美的的品牌价值及传播力度,从而形成有效稳健的市场运营机制,实现效益增值的最大化。

With the increase of pet raising population in China, pet industry has gradually become a new characteristic sunrise industry. Facing the open market blue sea, many enterprises quickly enter the pet industry. Midea Group also occupies a place in the research and development and market of pet products. How to seek innovative development and seize the initiative on the basis of existing products is an urgent problem to be solved at present. Therefore, this survey is carried out to provide scientific reference for the development and marketing of Midea pet products by investigating the current situation of the pet industry and analyzing the demand and expectation of different groups on pet products. This paper firstly analyzes the brand of Midea’s pet products, and makes a general understanding of the current situation of Midea’s pet products from three perspectives of overall analysis, consumption evaluation and competitive product analysis by using Python crawler technology, and puts forward targeted development countermeasures. On this basis, combined with the results of the literature, the paper takes the permanent residents of Qingdao as the research object, investigates the basic situation of pet owners and their expectations for pet cleaning products, as well as the market potential and opportunities of Midea’s pet products. The data results show that the questionnaire has high reliability and validity, and achieves the purpose of this survey. The analysis of Midea pet industry and the results of this survey show that in the production of pet products, we should pay attention to the combination of innovation, fashion and practicality;In terms of the selection of marketing platform, it is recommended to combine all kinds of short video apps to enhance Midea’s brand value and communication efforts, so as to form an effective and stable market operation mechanism and maximize the value-added benefits.