摘要
近年来,新式茶饮行业迅速发展,已成为现代饮品消费的重要组成部分.相对于传统瓶装茶所强调的标准化和便捷性,新式茶饮更加注重创新、个性化和社交性,符合当代消费者的品牌和社交需求.然而,随着行业的不断扩张,饮品配方同质化现象愈发严重,行业标准化程度相对较低,且潜在的健康问题逐渐凸显.通过文献综述,并采用消费者问卷调查方法,分别对112份学生和203份全体消费群体的匿名问卷数据进行了分析.调查内容涵盖了对饮品口味和品牌的喜好、饮用频率、健康担忧及价格接受度等方面的问题,旨在全面了解消费者对新式茶饮的接受程度及相关偏好情况.同时结合文献综述,深入剖析新式茶饮行业的现状和发展趋势,分析了产品创新、消费者市场偏好、健康需求、行业标准的制定及数字化趋势等方面的情况.综合以上因素,探究了新式茶饮行业未来的可能发展方向和创新潜力,并就行业的可持续发展提出建议.
Abstract
In recent years,the novel tea beverage industry has experienced significant growth and has become an important component of modern beverage consumption.In contrast to the standardized and convenient nature of traditional bottled tea,the new tea beverage emphasizes innovation,customization,and social interaction,aligning with the branding and social desires of today's youth.Nevertheless,with the continuous expansion of the industry,the homogenization of beverage formulas has become increasingly serious,the degree of industry standardization is relatively low,and potential health risks are gradually becoming prominent.This study provided a comprehensive overview of the consumer questionnaire methodology through the examination of two distinct sample populations.Data from 112 and 203 anonymous questionnaires were analyzed,specifically targeting the student population and the broader consumer population,respectively.The questionnaire was carefully designed to encompass a broad spectrum of topics,such as brand patronage and recall rates,preferred tea types,preferred tea base,consumption frequency,sugar level preferences,fruit tea preferences,and health concerns.The aim was to acquire a comprehensive understanding of consumer acceptance of novel tea beverages,as well as their related preferences and circumstances.This study conducted a comprehensive analysis of the current state and evolving trends within the new-style tea beverage industry,employing a literature review to examine various aspects such as product innovation,consumer market preferences,health considerations,industry-standard development,and digitalization trends.Taking into account these factors,we aimed to explore potential future development directions and innovative opportunities within the New Style Tea & Beverage industry,ultimately provide strategic recommendations to foster its sustainable growth.
基金项目
大健康研究院食品营养健康联合研究中心专项(2023SJY02)
大学生创新创业训练计划(X202210364223)
维普
万方数据