无糖饮料市场发展现状以及消费者购买因素分析——以元气森林为例

Analysis of the Current Development of Sugar-Free Beverage Market and Consumer Purchase Factors—Taking Yuanqi Forest as an Example

随着人们越来越注重健康因素,无糖饮料市场越来越受消费者的欢迎。这其中元气森林气泡水所占的市场份额最大,销售量也是在逐年增长。因此本文主要通过研究该品牌,充分了解消费者需求来增加销量。针对元气森林气泡水消费者进行问卷调查,购买者为主、未购买者为辅。其次,运用SPSS等软件进行TOPSIS分析、因子分析、决策树模型、IPA模型。重点研究了三个方面的内容:消费者购买因素、消费者复购意愿、消费者满意度分析。结果显示,产品宣传、购买行为、控糖程度和产品体验是影响消费者购买的四个主要因素;认为元气森林饮品的气泡含量合适、定价合适以及认为加入天然代糖刺激购买欲望的人群是最易复购的;发现消费者对该产品健康和口感满意度很高,但在包装、价格以及物流这三方面满意度较低。由此,本文为元气森林气泡水的销售提出建议为:加大热门综艺或电视剧中广告的投放量,增加元气森林该品牌专属的贩卖机,在商品包装上宣传控糖的好处,研发出新的口味来吸引消费者;加大促销力度,促使消费者多次购买,增加顾客粘性;推出更加新颖的包装。

As people pay more and more attention to health factors, the sugar-free beverage market is becoming more and more popular among consumers. Among them, Yuanqi Forest sparkling water accounts for the largest market share, and sales are also increasing year by year. Therefore, this paper mainly studies the brand and fully understands consumer demand to increase sales. A questionnaire survey is carried out for consumers of Yuanqi forest sparkling water, mainly purchasers and non-purchasers. Secondly, TOPSIS analysis, factor analysis, decision tree model and IPA model are carried out by SPSS and other software. This paper focuses on three aspects: consumer purchase factors, consumer re-purchase intention, and consumer satisfaction analysis. The results show that product publicity, purchasing behavior, sugar control degree and product experience are the four main factors affecting consumer purchase. The people who think that the bubble content of Yuanqi forest drink is appropriate, the price is appropriate, and the people who think that adding natural sugar to stimulate purchasing desire are the most likely to buy again. It is found that consumers are highly satisfied with the health and taste of the product, but less satisfied with packaging, price and logistics. Therefore, this paper puts forward the following suggestions for the sales of Yuanqi Forest sparkling water: increase the amount of advertising in popular variety shows or TV dramas, increase the exclusive vending machines of the brand, publicize the benefits of sugar control on the packaging of goods, and develop new flavors to attract consumers;increase promotion efforts, encourage consumers to buy more times, increase customer stickiness;introduce more innovative packaging.