Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 69 , 08 January 2024
Open
Access | Article
An Analysis of Marketing Strategy Exploration of Low-Alcohol Beverage Consumption in Guangdong China
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Abstract
In recent years, the low-alcohol beverage industry in China has experienced a surge in investment. This study utilizes a questionnaire survey method to investigate the behavior of 601 college student consumers in Guangdong Province, China. Employing the Rank Sum Ratio (RSR) comprehensive evaluation method, the consumer group is classified into five categories based on their purchasing power. Statistical and machine learning methods are subsequently employed to analyze consumer preferences and habits related to appearance and ingredient taste. Furthermore, specific associated scenarios and other key factors are examined to analyze promotional strategies. Subsequently, market size is forecasted using a grey model. Finally, tailored marketing recommendations are provided for relevant businesses. It is worth noting that this study employs more quantitative mathematical methods to obtain data analysis conclusions that are more explanatory in nature.
Keywords
Low-alcohol beverages, Questionnaire survey, Associative scenarios, Market size prediction, Marketing strategies
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-269-5
- ISBN (Online)
- 978-1-83558-270-1
- Published Date
- 08 January 2024
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/69/20231228
- Copyright
- 08 January 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited