摘要
随着社会生活方式的转变、产品消费升级的需求及大众社交媒体的盛行,传统茶饮市场的发展呈现新的趋向。新式茶饮因其风味独特、健康自然、风格时尚等特点而跃升为备受青睐的“国民饮料”。通过广泛的受众问卷调查,描绘新式茶饮消费者的人群画像,考察其消费心理与行为,分析消费者评价语的情感倾向,为新式茶饮在线上线下精准化地设计产品、塑造顾客群体、优化营销策略以及构建品牌形象提供策略。
With the change of social life style,the demand for product consumption upgrade and the prevalence of mass social media,the development of the traditional tea market has shown a new trend.The new style tea drink has become a popular“national drink”because of its unique flavor,and healthy,natural style,and fashionable style.Through a broad audience questionnaire survey,a portrait of the crowd of new-style tea consumption was drawn to provide strategies for the accurate design of new tea products online and offline,shaping customer groups,optimizing marketing strategies and building brand image through examining the consumer psychology and behavior,analyzing the emotional tendencies of consumer reviews.
作者
石琳
SHI Lin(College of Literature, Journalism, and Communication, Southwest Minzu University, Chengdu Sichuan 610041, China)
出处
《美食研究》
北大核心
2020年第2期14-20,共7页
Journal of Researches on Dietetic Science and Culture
基金
国家语委科研项目(YB135-79)
西南民族大学中央高校基本科研业务费专项资金项目(2020SQN06)。
关键词
新式茶饮
网红经济
消费行为
消费心理
情感分析
new style tea drinking
internet celebrity economy
consumer behavior
consumption psychology
sentiment analysis
