摘要
养生在过去刻板的印象中是中老年人群专属的关注领域,而现在在商家利益、流量经济、情感诉求的共同作用下被包装成了更契合年轻群体价值观的文化消费因素,新晋成为了年轻受众关注的焦虑疗养方式.作为面向年轻一代生产冻干食品的L工厂,如何抓住这一新趋势进行健康冻干食品的推广值得研究.以年轻群体的养生实践为观察起点,在问卷收集的基础上归纳了年轻群体在养生观念影响下对于健康冻干食品购买的行为倾向,最后结合线上、线下两种渠道总结L工厂健康冻干食品的推广策略,提升营销精准度,优化新媒体矩阵.
Abstract
In the past stereotypes,health and wellness was the exclusive area of concern for the middle-aged and the elderly,but nowadays,when health and wellness is packaged as a cultural consumption element that is more in line with the values of the young audience,under the combined effect of merchant interests,traffic econ-omy,and emotional appeal,health and wellness has become a new and emerging concern of the younger genera-tion as a way of healing from anxiety.As an L-factory producing freeze-dried foods for young groups,it is worth studying how to seize this new trend for the promotion of healthy freeze-dried food.This paper takes the health practice of the young group as the starting point of observation,summarizes the behavioural tendency of the young group in purchasing healthy freeze-dried foods under the influence of the concept of health maintenance on the basis of questionnaire collection,and finally sums up the promotion strategy of healthy freeze-dried foods of Fac-tory L by combining the two channels,online and offline,in order to improve marketing accuracy and optimize the new media matrix.
NETL
NSTL
万方数据