功能饮料消费市场状况分析(英文).ppt

SituationJinan、Shanghai、Wuhanresidentsacquaintancelevelislower.About44%residentsdontknowtheenergydrinks.(remarks:residentsrefertoconsumerswhobuysoftdrinksontheirowninitiative).Althoughitseemsenergydrinksadvertisementemergesinanendlessstream,manynewproductsappear,butconsumeracquaintanceisnotenough.Lessofawarenessisanimportantfactorthatinfluencesthedevelopmentofenergydrinks.Howtoguideconsumersknowmoreaboutenergydrinks,improvetheacceptabilityofenergydrinksmarket,thisisoneoftheproblemsthatneedurgentsolution.,Drinkingrateofenergydrinks,GreatdifferencebetweenBeijingandChengdu.Accordingtothesurvey,energydrinksismorepopularinBeijing,inthemonthofJune、July、August.80.5%ofrespondentshavedrunktheenergydrinks,higherthanothercity.Wuhanisthesecondwith45.5%,theaveragerateofothercityisabout44%,whichShowtremendousdevelopmentpotential.ButthesituationofChengduisnotasgoodasothers,only19.9%,obviouslylowerthanothercity.,Purchasereasonforenergydrink,QuenchingthirsThemainaimforconsumeristoquenchtheirthirstwhentheypurchaseenergydrinks,whichilluminatetheconsumerknowlitteraboutenergydrinks.Firstlytheconsumeronlyconsumetheenergydrinksascommonbeverage,atsametimeitalsoconsistencewiththeirpurchasebehavior.Thebeverageisakindofimmediateconsumptionproducts,mostofthepeoplebuythebeveragewhentheyarethirsty,thisisakindofsenseconsumption.,Becauseofitsspecificfunction,andconvenientandfun.Comparetolacticacidbeverage,fruitandvegetablejuices,carbonatedsoftdrinks,waterandteadrinksandotherbeverages.Althoughthepursedinvalueofenergydrinksuniquefunctionisoneuponothers,ithasntformsignificantcharacteristics.Differentcityconsumerhasdifferentpurposewhentheydrinkenergydrinks,consumersinShanghai,Wuhan,Chengdu,Shenyang,Jinanpursuethenutrition.Guangzhou,XianandXiamenconsumerspaymoreattentiontoitsuniquefunction.BeijingandDalianconsumersconcernboththeconvenientanduniquefunction,Chengdnconsumersarelackofawarenessofenergydrink.,Diagram,TheconsumeragedistributionTheconsumeroccupationdistributionTheconsumerbrandawarenessTheinvestigationofconsumerpreferenceTheconsumerpricesensitivityTheeffectedfactorofconsumerpurchaseTheinvestigationofchannelsforconsumerstobuythebeverage,Theconsumeragedistribution,Theconsumeroccupationdistribution,Theconsumerbrandawareness,Theconsumerbrandawareness,Theinvestigationofconsumerpreference,Theinvestigationofconsumerpreference,Theinvestigationofconsumerpreference,Theconsumerpricesensitivity,Theeffectedfactorofconsumerpurchase,Theinvestigationofchannelsforconsumerstobuythebeverage,2.Developmentprospectsofenergydrink,AnalysisondevelopmentprospectofChineseenergydrink,Comparewiththedevelopedcountry,theaverageconsumptionofenergydrinksisonly0.5kgsperyearinChina,itsfarfromworldsaveragelevel7kgs,thereisahugespaceforthedevelopmentofenergydrinks.Thought20yearsrapiddevelopment,howeverdomesticenergydrinksmarketisstillininitialstage,notperfect;Atpresent,Chinaenergydrinksmarketisinaccelerationstage.Therearetwoindexes:oneisincreasedproduct,whethersportsdrinks,energydrinksorhealthdrink,theyallownitsnewproducts,havebasicallyformedaseparatecategory,haveseparateareainmanysupermarkets;anotherisconsumersenhancedcognitiontoenergydrinks.Throughtheresearchofconsumer,foundthatconsumercanaccepttheconceptionofenerg