摘要
鲜果有区域性、种类繁多、供给盲目、储运难的特点。鲜果网上销售已众所周知。分析淘宝网及天猫商城,网店鲜果销售并未进行合理市场细分或定位,存在商品和市场同质化,导致营销策略趋于一致。利用因子分析和聚类分析将消费者分成三类,建议网店应合理细分市场并准确定位,培育品牌,重视移动互联网消费者。
The fruit has characteristics of region, variety, blind supply, and hard storage. Fresh fruit online sales are known. The article analyses sellers in Taobao.comTmall.com, and finds out online fruit sellers had no reasonable market segments or positioning, causing commodity and market homogeneity, and thus the same marketing strategy. Based on the analysis of factor and cluster, this article divides consumers into three categories, and suggests online sellers should make reasonable market segment and accurate positioning, cultivating brand, and pay attention to the mobile Internet consumers.
关键词
鲜果
市场细分
网络消费者
fresh fruit
market segmentation
network consumer
