摘要
本研究目标在于运用消费者行为数据分析来探索适用于美羚乳业羊奶粉的创新营销战略。鉴于当前市场动态,消费者的需求和喜好持续演变,传统的营销方法已难以适应新的挑战,以及对消费者行为数据的深度探究。洞察消费者的购买动因及决策路径,成为设计高效营销策略的核心。本文将全面搜集并解读美羚乳业的消费者行为数据,洞察主要消费群体的特点和期望,进而提出数据导向的市场策略,涵盖精确目标定位、定制化推广、品牌塑造以及增强用户参与等多方面,研究方法整合了定量与定性的研究方法,采用描述性统计、回归分析和聚类技术,结合文本分析和SWOT分析,揭示了消费者行为的关键要素和市场机遇。研究结果显示,促销活动、品牌知名度以及消费者评价对销售业绩具有显著的积极影响,价格因素则呈现出负向作用。基于此,美羚乳业据此制定了优化价格策略、增加促销活动、提升品牌认知度和改善消费者评价的营销策略,目标在于提升其在羊奶粉市场的竞争优势并扩大市场份额。本文的创新点在于通过深度数据整合与深入分析,提出具有实践指导意义的市场策略,并验证了有效性,为美羚乳业的市场营销策略制定和实施提供了切实可行的执行方案。
The objective of this study is to explore innovative marketing strategies for Meiling Dairy’s sheep milk powder using consumer behavior data analysis.Given the current market dynamics and the continuous evolution of consumer needs and preferences,traditional marketing methods are no longer able to adapt to the new in-depth exploration of consumer behavior data.Insight into con-sumers’purchasing motivations and decision-making paths becomes the core of designing effi-cient marketing strategies.This article will comprehensively collect and interpret consumer be-havior data of Meiling Dairy,gain insights into the characteristics and expectations of major con-sumer groups,and propose data-driven market strategies,covering precise target positioning,customized promotion,brand building,and enhancing user participation.The research method integrates quantitative and qualitative research methods,using descriptive statistics,regression analysis,and clustering techniques,combined with text analysis and SWOT analysis,to reveal the key elements of consumer behavior and market opportunities.The research results show that promotional activities,brand awareness,and consumer evaluations have a significant positive impact on sales performance,while price factors show a negative effect.Based on this,Meiling Dairy has formulated marketing strategies to optimize pricing,increase promotional activities,enhance brand awareness,and improve consumer evaluations,with the goal of improving its competitive advantage in the sheep milk powder market and expanding market share.The inno-vation of this article lies in proposing market strategies with practical guidance significance through deep data integration and analysis,and verifying their effectiveness,providing practical and feasible execution plans for the development and implementation of marketing strategies for Meiling Dairy.
作者
郭奕含
Yihan Guo(School of Management,Gansu Agricultural University,Lanzhou Gansu)
出处
《运筹与模糊学》
2024年第4期775-784,共10页
Operations Research and Fuzziology
关键词
消费者行为数据
羊奶粉
营销策略
美羚乳业
Consumer Behavior Data
Sheep Milk Powder
Marketing Strategy
Meiling Dairy
