摘要
购物平台的多样化丰富了消费者的购买渠道,葡萄酒企业选择何种渠道进行产品分销成为新的议题。研究采用问卷调查法,使用Credamo见数平台对400个样本进行调查,比较消费者对线上线下平台的选择偏好以及其影响因素。调查结果显示,消费者自身的购买习惯和偏好、对产品认知程度、产品价格、产品质量、品牌的依赖性、有机认证以及购买渠道的安全性会对消费者有机葡萄酒购买渠道选择具有影响。研究认为葡萄酒经销商在销售有机葡萄酒产品时,一是要充分的了解消费者需求特征,根据消费者的需求类型有针对性的建设分销渠道。二是根据产品质量情况合理设置产品价格梯度,参与分销过程中的有机葡萄酒品牌建设。三是确保购买渠道的安全性和可靠性,增加交易过程中的信息及隐私保护。
The diversification of shopping platforms has enriched consumers'purchasing channels,and the choice of channels for wine distributors to distribute their products has become a new issue.The study used a questionnaire survey method and conducted a survey on 400 samples using the Credamo platformto compare consumers'preferences for online and offline platforms and their influencing factors.The survey results show that consumers'purchasing habits and preferences,product awareness,product price,product quality,brand dependence,organic certification,and the safety of purchasing channels can have an impact on their choice of organic wine purchasing channels.Research suggests that when selling organic wine products,wine distributors should first fully understand the characteristics of consumer demand and build targeted distribution channels based on the types of consumer needs.The second is to reasonably set product price gradients based on product quality,and participate in the construction of organic wine brands in the distribution process.The third is to ensure the security and reliability of purchasing channels,and increase information and privacy protection during the transaction process.
作者
石爱华
杨文光
SHI Aihua;YANG Wenguang
出处
《酿酒》
CAS
2024年第3期22-26,共5页
Liquor Making
基金
新疆科技学院国家级大学生创新创业训练计划项目(202313561003)。
关键词
有机葡萄酒
购买渠道
影响因素
安全性
Organic wine
Purchase channels
Influencing factors
Security
