论文总字数：26930字

摘 要

坚果是一种被硬壳所包裹的果仁型食物，因为具有较高的营养价值而流通于市场，受到消费者的欢迎。虽然我国的坚果消费量远低于欧美市场，但是这在近年来得到了迅速的改进。同时，也诞生了一批批坚果行业的领头者，例如三只松鼠、良品铺子、百草味、洽洽等。为推进坚果市场的发展，本文采用文献分析法与问卷调查法对坚果行业的现状与问题进行了收集。

本文先是对我国坚果市场的政治法律环境、经济环境、社会文化环境和技术环境进行分析；接着对我国消费者的需求特点、消费者的购买渠道和典型企业分析来简述我国坚果市场环境现状；然后第四章通过消费者偏好调查来了解消费者对坚果口味、包装、价格、产品组合等方面的意见和建议；最后通过第四章的调查研究得出相应的解决办法和产品设计的建议。通过所反馈的数据，本文发现坚果市场具有良好的发展前景，还有大批尚待开发的客户群体。考虑到人们对于坚果的价格、卫生、包装以及健康问题等方面存在担忧，这些问题需要在未来的发展中被一一解决。

关键词：坚果市场；消费；产品设计

Research on consumption preference and product design of nut Market

Abstract

Nut is a kind of nut-type food wrapped in hard shell, which is popular with consumers because of its high nutritional value. Although the consumption of nuts in China is far lower than that in Europe and America, it has been improved rapidly in recent years. At the same time, a number of leaders in the nut industry were born, such as three squirrels, good shops, herbs and qiaqia. In order to promote the development of nut market, this paper collected the current situation and problems of nut industry by means of literature analysis and questionnaire survey. Firstly, this paper analyzes the political and legal environment, economic environment, social and cultural environment and technical environment of China's nut market by means of macro-environmental analysis; Then, the demand characteristics of Chinese consumers, the purchasing channels of consumers and typical enterprises are analyzed to briefly describe the current situation of China's nut market environment; Then, the fourth chapter understands the opinions and suggestions of consumers on nut taste, packaging, price and product combination through consumer preference survey; Finally, through the investigation and study in the fourth chapter, the corresponding solutions and product design suggestions are obtained. Through the feedback data, this paper finds that the nut market has a good development prospect, and there are still a large number of customers to be developed. Considering that people are worried about the price, hygiene, packaging and health problems of nuts, these problems need to be solved one by one in the future development.

Keywords: Nut Market, Consume, Product Design

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1研究背景 1

1.2研究意义与目的 2

1.3研究方法 2

1.4研究思路 3

第二章 相关文献综述 4

第三章 我国坚果市场环境分析 6

3.1宏观环境分析 6

3.1.1政治法律环境 6

3.1.2经济环境 6

3.1.3社会文化环境 7

3.1.4技术环境 8

3.2坚果市场分析 8

3.2.1消费者的需求特点 8

3.2.2消费者的购买渠道 10

3.3典型企业分析 10

3.3.1 良品铺子 11

3.3.2 三只松鼠 12

3.3.3 百草味 12

3.3.4 洽 洽 13

3.3.5 姚生记 13

第四章 我国坚果市场消费者偏好调查 14

4.1问卷调查的目的 14

4.2总体调查状况 14

4.2.1 消费者分布情况 14

4.2.2 消费者对国内外产品的偏好 15

4.2.3 消费者购买方面的因素 15

4.2.4 消费者食用坚果的时间及频率 17

4.2.5 消费者对坚果价位的意见 17

4.2.6 消费者对坚果品牌的了解 18

4.2.7 消费者对产品组合的意见 18

第五章 坚果产品设计的建议 20

5.1产品研发 20

5.1.1加大产品研发布局 20

5.1.2坚果的深加工和衍生物 20

5.1.3研发安全绿色健康产品 21

5.2产品包装 21

5.2.1统一的设计标准 21

5.2.2在统一标准下丰富包装设计 22

5.3消费者的情感设计 22

5.3.1利用大数据进行精准设计 22

5.3.2研发辅助工具 23

参考文献 24

致谢 25

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