1. Introduction

Honey is a kind of sweet liquid food collected and processed by bees from nectar or other plant secretions. It is one of the oldest natural sweeteners of human beings. Honey not only has good nutritional value and flavor, but also has many physiological functions such as antibacterial, anti-inflammatory, antioxidant, promoting wound healing, improving digestion, and enhancing immunity. It is known as "liquid gold" and "patron saint of human health". Honey can be eaten alone, and can also be used to make beverages, cakes, jams, sauces and other foods. It can also be used as raw materials or additives for cosmetics, medicines, and health products. It is a multifunctional product that is widely welcomed by consumers.

According to data from Champ Consulting, the global honey market reached US $8.36 billion in 2019 and is expected to reach US $10.43 billion by the end of 2024, with a compound annual growth rate of 4.5. China is the world's largest honey producer and exporter. In 2019, China's honey production was 512000 tons, accounting for 26.8 percent of the global total, and its export volume was 284000 tons, accounting for 37.5 percent of the global total. The size of the honey market in China is 3.47 billion yuan and is expected to reach 4.69 billion yuan by the end of 2024, with a compound annual growth rate of 6.2. The growth of China's honey market is mainly driven by the following factors: first, population growth and income increase, which drives the overall demand for honey; second, consumers' preference for healthy and natural food, which improves the quality requirements of honey; third, the innovation and diversification of honey products to meet the different needs and tastes of consumers; fourth, the development of e-commerce and social media, expand the honey sales channels and publicity effect.

Although China's honey market has broad development prospects and consumption potential, it also faces some challenges and problems. First of all, the low standardization of the honey market has led to uneven product quality, fake and inferior products, adulteration and other phenomena occur from time to time, which damages the trust and interests of consumers and affects the healthy development of the market. Secondly, the competition in the honey market is becoming increasingly fierce, honey brands and products at home and abroad emerge in endlessly, consumers' choice and bargaining power are enhanced, and the profit space and market share of honey enterprises are compressed. Thirdly, the consumer demand of honey market is increasingly diversified and personalized. Consumers not only pay attention to the price and quality of honey, but also pay attention to the function, flavor, packaging and service of honey. Honey enterprises need to constantly innovate and improve to adapt to the changes of the market. Finally, the user loyalty in the honey market is low, and consumers' awareness and loyalty to the honey brand are not high. They are easily affected by factors such as price, promotion, and word-of-mouth. Honey companies lack a stable customer base and brand influence.

In order to deal with these challenges and problems, honey enterprises need to understand consumers' consumption behavior, preferences, needs, satisfaction and loyalty, as well as the internal and external factors that affect these factors, so as to formulate effective market strategies and improve user loyalty. User loyalty refers to the consumer's continuous purchase and recommend behavior of a brand or product, and is an important indicator to measure the market competitiveness and profitability of an enterprise. Improving user loyalty can bring the following benefits: first, reduce marketing costs, the acquisition cost of loyal users is much lower than the acquisition cost of new users, loyal users can also bring more potential users to the enterprise through word-of-mouth communication; second, increase sales revenue, the purchase frequency and purchase volume of loyal users are usually higher than that of non-loyal users, loyal users are also more likely to accept new products and value-added services of enterprises; the third is to enhance the brand image and loyal users' trust and support to the enterprise, which can enhance the brand awareness and reputation of the enterprise, and enhance the social responsibility and credibility of the enterprise.

Taking Shangpu Consulting Company as an example, this paper introduces the purpose, content, methods and steps of consumer research in honey industry, as well as the analysis and suggestions of the research results, which provides a practical framework and reference for consumer research in honey enterprises. Shangpu Consulting Company is a consulting agency specializing in industry research, market research, investment and financing consulting, IPO listing consulting and other services. It has rich industry experience and professional team. It has provided consumer research services for many honey companies. Help them improve user loyalty and market competitiveness.

Purpose of 2. Consumer Research

The purpose of consumer research is to understand and meet the needs of consumers, improve consumer satisfaction and loyalty, so as to enhance the market share and profitability of enterprises. Specifically, consumer research can help honey companies achieve the following objectives:

Understand the current status and trends of the honey market, including market size, structure, distribution, growth rate, competitive landscape, opportunities and threats;

Understand the characteristics and classification of honey consumers, including consumer demography, geography, psychology, behavior and other characteristics, as well as consumer stratification, segmentation, clustering and other methods;

Understand the consumption behavior and process of honey consumers, including consumers' purchase motivation, decision-making factors, information sources, purchase channels, purchase frequency, purchase volume, purchase timing, purchase scenarios, etc;

Understand the preferences and needs of honey consumers, including their expectations, satisfaction and loyalty to the functions, quality, price, flavor, packaging and service of honey;

Understand the opinions and suggestions of honey consumers, including consumers' evaluation, feedback, complaints and suggestions on honey enterprises and products;

Understand the internal and external factors that affect honey consumers, including consumers' personal characteristics, lifestyle, values, attitudes, emotions, cognition, social influence, cultural influence, environmental influence, etc.

Through consumer research, honey companies can obtain the following benefits:

Improve the quality and level of products and services, optimize and improve the function, quality, price, flavor, packaging and service of products by understanding the needs and satisfaction of consumers, and improve the satisfaction and loyalty of consumers;

Improve the influence and competitiveness of the market and brand, and improve market share and brand awareness by understanding the current situation and trend of the market, formulating and implementing effective market strategies, including product strategy, price strategy, channel strategy, promotion strategy, brand strategy, etc;

Improve the ability and efficiency of innovation and development, develop and launch new products and services that meet market needs and consumer tastes by understanding consumer preferences and needs, and improve the success rate of innovation and the speed of market response;

Improve the quality and effectiveness of communication and interaction, establish and maintain good consumer relations by understanding consumer opinions and suggestions, improve consumer trust and support, and increase consumer word-of-mouth communication and recommend behavior.

Content of 3. Consumer Research

The content of consumer research refers to the problems and indicators involved in consumer research, which is the core and focus of consumer research. The content of consumer research should be determined according to the purpose and object of consumer research, generally including the following aspects:

Market analysis, mainly to analyze the size, structure, distribution, growth rate, competitive landscape, opportunities and threats of the honey market, as well as the position and performance of honey enterprises in the market, including market share, sales, profit margin, cost structure, market penetration, market coverage, market potential and other indicators;

Consumer analysis mainly analyzes the characteristics and classification of honey consumers, including the characteristics of consumers' demography, geography, psychology, behavior, etc., as well as the methods of consumer stratification, segmentation, clustering, etc., for example, according to the demographic characteristics of consumers such as age, gender, income, education, occupation, family, region, etc., or according to the psychological characteristics of consumers such as lifestyle, values, attitude, emotion, cognition, personality, etc, or according to the consumer's purchase motivation, decision-making factors, information sources, purchase channels, purchase frequency, purchase volume, purchase timing, purchase scenarios and other behavioral characteristics, consumers can be divided into different groups or types, for example, consumers can be divided into health, beauty, enjoyment, conservation and other types;

Demand analysis is mainly to analyze the preferences and needs of honey consumers, including consumers' expectations, satisfaction and loyalty to the functions, quality, price, flavor, packaging, service and other aspects of honey. For example, through questionnaires, interviews, observation and other methods, we can understand the needs of consumers for the functions of honey. For example, some consumers need honey to have antibacterial, anti-inflammatory, antioxidant and other functions, some consumers need honey to have the functions of beauty, beauty, weight loss, etc., and some consumers need honey to have the functions of refreshing, refreshing, and enhancing immunity; understand the requirements of consumers for the quality of honey, for example, some consumers require the purity of honey, Concentration, color, aroma, taste and other aspects meet certain standards, and some consumers require the raw materials, origin, processing, and storage of honey to meet certain specifications, some consumers require certain guarantees on the safety, hygiene and nutrition of honey. Understand consumers' perception of the price of honey. For example, some consumers think that the price of honey is proportional to its quality and are willing to pay a high price for high quality honey. Some consumers think that the price of honey is proportional to its function and are willing to pay a high price for multi-functional honey. Some consumers think that the price of honey is proportional to its flavor, willing to pay a high price for characteristic honey; Understand what consumers like about the flavor of honey, for example, some consumers like sweet but not greasy honey, some consumers like honey with moderate sour and sweet, and some consumers like honey with floral or fruity fragrance; Understand what concerns consumers have about honey packaging, for example, some consumers pay attention to the packaging materials, shape, size, color, label, sealing, etc. of honey, some consumers pay attention to the packaging design, creativity, beauty, and environmental protection of honey; understand what consumers expect from honey services. For example, some consumers expect honey services to include fast, accurate and safe delivery services, and some consumers expect Honey services include intimate, professional and friendly after-sales services, and some consumers expect honey services to include rich, interesting and useful interactive services;

Opinion analysis is mainly to analyze the opinions and suggestions of honey consumers, including consumers' evaluation, feedback, complaints, suggestions, etc. of honey enterprises and products. For example, through questionnaires, interviews, observation and other methods, we can understand consumers' overall impression, satisfaction, loyalty and willingness to recommend of honey enterprises and products, as well as consumers' specific evaluation, praise, criticism, complaints, suggestions, etc. of honey enterprises and products;

Factor analysis is mainly to analyze the internal and external factors that affect honey consumers, including consumers' personal characteristics, lifestyle, values, attitudes, emotions, cognition, social influence, cultural influence, environmental influence, etc., for example, through questionnaires, Interviews, observations and other methods to understand the personal characteristics of consumers, for example, some consumers' age, gender, income, education, occupation, family and other characteristics will affect their demand and preference for honey. Some consumers' lifestyle, values, attitudes, emotions, cognition, personality and other characteristics will affect their perception and evaluation of honey. Understand the social impact of consumers, for example, some consumers' family, friends, colleagues, idols, celebrities and other interpersonal relationships will affect their purchase and recommend behavior of honey, some consumers' groups, organizations, communities, social classes, social roles and other social attributes will affect their recognition and sense of belonging to honey; understand the cultural influence of consumers, for example, some consumers' ethnic, religious, language, customs, traditions and other cultural factors will affect their acceptance and respect for honey, and some consumers' geographical, climate, terroir, history and other cultural factors will affect their preferences and needs for honey; understand the environmental impact of consumers, for example, some consumers' economic, political, legal, technological, ecological and other macro-environmental factors will affect their ability and willingness to buy honey, and some consumers' micro-environmental factors such as market, competition, supply, and demand will affect their purchase of honey. Choices and decisions.

Methods of 4. Consumer Research

The method of consumer research refers to the technology and tools of data collection and analysis used in consumer research, which is the means and guarantee of consumer research. The method of consumer research should be selected according to the purpose and content of consumer research, which generally includes the following:

Literature analysis refers to the acquisition and collation of relevant information and data by consulting and analyzing books, newspapers, magazines, papers, reports, websites, databases and other literature related to the honey market and consumers, so as to provide theoretical and empirical basis and reference for consumer research. The advantages of literature analysis are extensive data sources, low cost, and high efficiency. The disadvantage is that the data may be incomplete, inaccurate, untimely, and inconsistent;

Questionnaire survey refers to the design and distribution of a series of questions about the honey market and consumers, so that the target consumers can fill in or answer, so as to collect and analyze consumers' opinions and data, and provide direct and quantitative basis and results for consumer research. The advantage of questionnaire survey is that the data source is objective, valid and comparable, while the disadvantage is that the data may be influenced by consumers' subjective, random and false;

Interviews refer to the face-to-face or telephone or online conversations with target consumers to ask and discuss questions about the honey market and consumers, so as to collect and analyze consumer opinions and data, and provide in-depth research for consumers And detailed basis and results. The advantage of interview access is that the data source is real, rich and flexible, but the disadvantage is that the data may be affected by consumers' emotions, attitudes and communication;

Observational research refers to the collection and analysis of consumer behavior and data through direct or indirect observation and recording of the process and scene of target consumers in the purchase and use of honey, so as to provide intuitive and dynamic basis and results for consumer research. The advantage of observational research is that the data source is natural, real and vivid, but the disadvantage is that the data may be affected by the reaction, interference and change of consumers;

Experimental research refers to the collection and analysis of consumer responses and data by testing and evaluating the function, quality, price, flavor, packaging, and service of honey under specific conditions and environments, so as to provide scientific and accurate basis and results for consumer research. The advantage of experimental research is that the data source is controllable, measurable and verifiable, but the disadvantage is that the data may be affected by the design, operation and effect of the experiment.

Steps to 5. Consumer Research

The steps of consumer research refer to the procedures and processes for the specific implementation and management of consumer research, and are the organization and control of consumer research. The steps of consumer research should be arranged according to the purpose and method of consumer research, which generally includes the following steps:

Determining the purpose of research refers to clarifying the main objectives and expected effects of consumer research, as well as the key points and difficulties of consumer research, and providing direction and basis for consumer research;

Designing a research plan refers to formulating the specific content and methods of consumer research, as well as the time, place, personnel, resources, budget, etc. of consumer research, and providing plans and arrangements for consumer research;

Collecting research data refers to obtaining and recording information and data about honey market and consumers from target consumers through literature analysis, questionnaire survey, interview, observation research, experimental research and other methods, so as to provide materials and basis for consumer research;

Analyzing research data refers to sorting, summarizing, analyzing and explaining the collected consumer research data through statistical analysis, factor analysis, cluster analysis, regression analysis, correlation analysis, hypothesis testing and other methods, so as to discover and summarize the rules and conclusions of consumer research and provide basis and results for consumer research;

Writing research report refers to writing and presenting the whole process and final results of consumer research according to the purpose, content, method, step, data, analysis and conclusion of consumer research, and providing documents and display for consumer research;

To put forward research suggestions refers to putting forward feasible and effective suggestions and measures for improvement and optimization according to the conclusions and results of consumer research, aiming at the quality and level of products and services, the influence and competitiveness of market and brand, the ability and efficiency of innovation and development, and the quality and effect of communication and interaction, so as to provide guidance and application for consumer research.

The Case of 6. Consumer Research

In order to better explain the content, methods and steps of consumer research, this paper takes the consumer research conducted by Shangpu Consulting Company for a honey enterprise as an example, and briefly introduces the process and results of consumer research. The honey company is an enterprise specializing in the production and sales of honey. The main products are honey, jujube nectar, locust nectar, loquat nectar, thorn nectar and other honey. The products are sold all over the country and have a certain market share and brand awareness. The honey enterprise hopes to understand the needs and satisfaction of consumers through consumer research, improve user loyalty and enhance market competitiveness. Champu Consulting Company provides the following consumer research services for the honey enterprise:

To determine the purpose of the research, Shangpu Consulting Company communicated and negotiated with the honey company, and clarified that the main purpose of consumer research is to understand consumers' needs and satisfaction on the function, quality, price, flavor, packaging, and service of honey. Satisfaction, as well as the factors that affect consumers' purchase and recommend behavior, so as to put forward suggestions and measures to improve user loyalty;

According to the purpose of consumer research, Shangpu Consulting Company designed the specific contents and methods of consumer research, and determined that the time of consumer research was February 2024, with four cities including Beijing, Shanghai, Guangzhou and Chengdu. The personnel were the research team of Shangpu Consulting Company and the marketing department of the honey enterprise. The resources were questionnaires, interviews, observations, experiments and other tools, with a budget of 200000 yuan;

To collect research data, Shangpu Consulting Company obtained and recorded information and data about honey market and consumers from target consumers by means of literature analysis, questionnaire survey, interview, observation research, experimental research and so on. It collected 1000 valid questionnaires, conducted 100 in-depth interviews, observed 200 purchase and use scenarios, and conducted 50 product tests and evaluations;

Analysis of research data, Shangpu consulting company through statistical analysis, factor analysis, cluster analysis, regression analysis, correlation analysis, hypothesis testing and other methods, the collection of consumer research data to organize, summarize, analyze, explain, from which to find and summarize the law of consumer research and.Conclusion, mainly includes the following points:

Market analysis, Shangpu Consulting found that the scale and growth rate of the honey market is relatively high, but the competition is also fierce, consumer needs and preferences are increasingly diversified and personalized, product quality and service levels are uneven, and user loyalty is low. The status and performance of the honey enterprise in the market are average, the market share and brand awareness are low, the differentiation and innovation of products and services are weak, and the satisfaction and loyalty of users are low;

According to consumer analysis, Shangpu Consulting found that the characteristics and classification of honey consumers are more complicated, and they can be stratified, subdivided, and clustered according to different dimensions. For example, according to the age of consumers, consumers can be divided into groups such as youth, middle-aged, and elderly. According to consumers' purchasing motivation, consumers can be divided into healthy, beauty, enjoyment, and conservation types, and according to consumers' purchasing frequency, consumers can be divided into high frequency, medium frequency, low frequency and other categories;

According to the demand analysis, Shangpu consulting company found that the preferences and needs of honey consumers are mainly concentrated in the following aspects: first, the function. Consumers have higher expectations for the function of honey. They mainly hope that honey has the functions of antibacterial, anti-inflammatory, anti-oxidation, beauty care, weight loss, refreshing, refreshing, immune enhancement, etc. Different types of consumers have different degrees of demand for different functions, such, healthy consumers pay more attention to the antibacterial, anti-inflammatory, and antioxidant functions of honey, beauty consumers pay more attention to the beauty, beauty, and weight loss functions of honey, and enjoyment consumers pay more attention to the refreshing, refreshing, and immune enhancement of honey. The second is quality. Consumers have higher requirements for the quality of honey. They mainly hope that the purity, concentration, color, aroma, and taste of honey can reach certain standards. At the same time, consumers are also concerned about whether the raw materials, origin, processing and storage of honey meet certain standards, and whether there is a certain guarantee for the safety, hygiene and nutrition of honey. Different groups of consumers have different requirements for different quality. For example, elderly consumers pay more attention to the safety, hygiene and nutrition of honey, while middle-aged consumers pay more attention to the purity, concentration and color of honey, young consumers pay more attention to the aroma and taste of honey; the third is the price. Consumers are highly sensitive to the price of honey. They mainly hope that the price of honey is proportional to its function, quality, and flavor. At the same time, consumers Also concerned about whether the price of honey is reasonable, fair, and transparent, whether there are discounts, discounts, gifts and other activities. Different types of consumers have different degrees of acceptance of different prices, for example, economical consumers pay more attention to whether the price of honey is low, affordable, and value for money, enjoyable consumers pay more attention to whether the price of honey is high-end, luxurious, and face-saving, and healthy consumers pay more attention to whether the price of honey is reasonable and fair., Transparent; the fourth is flavor. Consumers have a higher preference for the flavor of honey. They mainly hope that the flavor of honey can meet their own tastes and preferences, consumers also pay attention to whether the flavor of honey is distinctive, innovative and diverse, whether it is influenced by different flower sources, fruit sources, regions and other factors, and different groups of consumers have different preferences for different flavors. For example, northern consumers prefer sweet but not greasy honey, southern consumers prefer honey with moderate sour and sweet taste, and western consumers prefer honey with floral or fruity fragrance. Fifth, packaging, consumers have a high degree of attention to the packaging of honey. They mainly hope that the packaging of honey can protect and preserve the quality and flavor of honey. At the same time, consumers also pay attention to whether the packaging of honey has the advantages of design, creativity, beauty, and environmental protection. Whether there are different materials, shapes, sizes, colors, labels, seals, etc. Different types of consumers have different concerns about different packaging, for example, high-frequency consumers pay more attention to whether the packaging of honey can protect and preserve the quality and flavor of honey, and low-frequency consumers pay more attention to whether the packaging of honey has the advantages of design, creativity, beauty, and environmental protection; the sixth is service. Consumers have high expectations for the service of honey, It is mainly hoped that the service of honey can improve their experience and effect of purchase and use. At the same time, consumers also pay attention to whether the service of honey has fast, accurate and safe delivery service, whether there is intimate, professional and friendly after-sales service, and whether there are rich, interesting and useful interactive services. Consumers in different channels have different expectations for different services, for example, online consumers pay more attention to honey distribution services, offline consumers pay more attention to honey after-sales service, social media consumers pay more attention to honey interactive services;

Comments

Shangpu Consulting found that the opinions and suggestions of honey consumers mainly focus on the following aspects:

The first is evaluation. Consumers' evaluation of honey companies and products in terms of overall impression, satisfaction, loyalty, and willingness to recommend is relatively general, with no special advantages or disadvantages, and no obvious brand image and word-of-mouth effect;

The second is feedback. Consumers' feedback on the specific evaluation, praise, criticism, and complaints of honey companies and products is more diverse. Some consumers express satisfaction or praise for the function, quality, price, and flavor of honey. Some consumers express dissatisfaction or criticism on the function, quality, price, and flavor of honey, and some consumers express satisfaction or praise on the packaging and service of honey, some consumers expressed dissatisfaction or complaints about the packaging and service of honey;

Complaints

Consumer complaints about honey companies and products are mainly concentrated in the following areas:

The first is product quality. Consumers have higher requirements for the quality of honey in terms of purity, concentration, color, aroma, and taste. For products that do not meet standards or specifications, consumers will complain or return them. For example, some Consumers complain that the purity of honey is not enough, there is adulteration and doping, and some consumers complain that the concentration of honey is not enough, there is dilution or fermentation, some consumers complain about the poor color of honey, discoloration or deterioration, some consumers complain about the poor aroma of honey, the phenomenon of peculiar smell or fishy smell, and some consumers complain about the poor taste of honey, sticky or rough phenomenon;

The second is the function of the product. Consumers have high expectations for the function of honey. For products that cannot achieve the expected effect or have side effects, consumers will complain or return them. For example, some consumers complain that the antibacterial, anti-inflammatory, and anti-oxidation functions of honey are not obvious, and some consumers complain that the functions of honey such as beauty, beauty, and weight loss are not obvious, some consumers complain that the functions of honey such as refreshing, refreshing, and enhancing immunity are not obvious, and some consumers complain that the function of honey has side effects. For example, some consumers complain that honey causes diarrhea, allergies, and yellowing of teeth;

The third is the price of products. Consumers are highly sensitive to the price of honey. For products that are too expensive or unreasonable, consumers will complain or return them. For example, some consumers complain that the price of honey is not proportional to its function, quality and flavor. Some consumers complain that the price of honey is unreasonable, unfair and opaque, Some consumers complain that the price of honey is not preferential, discount, gift and other activities;

The fourth is the flavor of the product. Consumers have a high preference for the flavor of honey. For products whose flavor does not meet their own taste or preference, consumers will complain or return them. For example, some consumers complain that the flavor of honey is too sweet or too sour, some consumers complain that the flavor of honey is not distinctive or innovative, and some consumers complain that the flavor of honey is inconsistent with its flower source, fruit source, region and other factors;

Fifth, product packaging. Consumers pay more attention to the packaging of honey. For products that do not protect or preserve the quality and flavor of honey, consumers will complain or return them. For example, some consumers complain that the packaging material, shape, size, color, label, sealing and other aspects of honey are inappropriate or inconvenient, some consumers complain about the packaging design, creativity, beauty, environmental protection and other aspects of honey are not satisfied or dislike;

Sixth, products and services. Consumers have high expectations for honey services. For products that do not improve their purchase and use experience and effects, consumers will complain or return them. For example, some consumers complain about honey distribution. The service is not fast, inaccurate, and unsafe. Some consumers complain that the after-sales service of honey is not considerate, unprofessional, and unfriendly, some consumers complain that the interactive service of honey is not rich, not interesting, not useful;

Recommendations

Consumer recommendations for honey companies and products focus on the following areas:

The first is to improve product quality. Consumers suggest that honey companies strengthen the supervision and control of honey's raw materials, origin, processing, and storage to ensure the purity, concentration, color, aroma, and taste of honey. At the same time, consumers It is recommended that honey companies strengthen the testing and labeling of honey's safety, hygiene, and nutrition, ensure that the information on the functions, effects and side effects of honey is transparent and accurate;

The second is to improve product functions. Consumers suggest honey companies to strengthen the research and development and innovation of honey functions, and develop and launch more functional honey that meets consumer needs and preferences. For example, consumers suggest honey companies to develop and launch anti-bacterial, Anti-inflammatory, antioxidant and other functions of honey, consumers suggest honey companies to develop and launch honey with functions such as beauty, beauty, and weight loss, consumers suggest honey enterprises to develop and launch with refreshing, refreshing, enhance the immune function of honey;

The third is to increase product prices. Consumers suggest that honey companies reasonably formulate and adjust the price of honey to make it proportional to the function, quality, and flavor of honey. At the same time, consumers suggest that honey companies increase discounts, discounts, gifts and other activities. Improve consumers' willingness to buy and loyalty;

The fourth is to improve the flavor of products. Consumers suggest honey enterprises to strengthen the research and innovation of honey flavor, and develop and launch more flavored honey that meets the taste and preference of consumers. For example, consumers suggest honey enterprises to develop and launch sweet but not greasy honey, consumers suggest honey enterprises to develop and launch moderately sweet and sour honey, and consumers suggest honey enterprises to develop and launch honey with floral or fruity;

The fifth is to improve product packaging. Consumers suggest that honey companies strengthen the design and innovation of honey packaging, and develop and launch more packaged honey that meets consumer needs and preferences. For example, consumers suggest that honey companies develop and launch packaging that can protect and preserve the quality and flavor of honey. Consumers suggest that honey companies develop and launch packaging with advantages in design, creativity, beauty, and environmental protection;

The sixth is to improve product services. Consumers suggest that honey companies strengthen the provision and improvement of honey services, and develop and launch more service honey that meets consumer needs and preferences. For example, consumers suggest that honey companies provide fast, accurate, and Safe delivery services, consumers suggest that honey companies provide intimate, professional and friendly after-sales services, and consumers suggest that honey companies provide rich, interesting and useful interactive services.

Conclusions and recommendations of 7. consumer research

According to the process and results of consumer research, Shangpu Consulting Company put forward the following consumer research conclusions and suggestions for the honey enterprise:

In conclusion, Shangpu Consulting Company believes that the status and performance of the honey enterprise in the honey market are average, and it has not formed obvious competitive advantage and brand influence. The user loyalty is low and the market potential is large. It is necessary to understand and meet the needs and satisfaction of consumers through consumer research, improve user loyalty and enhance market competitiveness;

It is suggested that the honey enterprise should formulate and implement the following improvement and optimization measures according to the results of consumer research and according to the needs and satisfaction of consumers:

To improve the quality and level of products and services, Shangpu Consulting Company suggests that the honey enterprise should strengthen the supervision and control of the raw materials, origin, processing and storage of honey to ensure the quality of honey in terms of purity, concentration, color, aroma and taste. At the same time, the honey enterprise should strengthen the detection and labeling of honey in terms of safety, hygiene and nutrition, ensure that the information on the functions, effects, and side effects of honey is transparent and accurate. At the same time, the honey company should provide fast distribution services, intimate, professional, and friendly after-sales services, rich, interesting and useful interactive services, and improve consumers The experience and effect of purchase and use;

To improve the influence and competitiveness of the market and brand, Shangpu Consulting Company suggests that the honey enterprise should formulate and implement effective market strategies, including product strategy, price strategy, channel strategy, promotion strategy, brand strategy, etc., to improve market share and brand awareness. For example, the honey enterprise should develop and launch different product lines and product combinations according to different consumer groups and types, to meet the different needs and preferences of consumers, the honey enterprise should formulate and adjust reasonable price system and price strategy according to different market environment and competition situation, so as to improve consumers' purchase intention and loyalty. The honey enterprise should establish and expand diversified sales channels and networks according to different consumer channels and categories, so as to improve consumers' purchasing convenience and choice, the honey enterprise should design and implement attractive promotional activities and means according to different consumer opportunities and scenarios, so as to improve consumers' purchase stimulation and recommend behavior. The honey enterprise should shape and spread unique brand image and reputation according to different consumer characteristics and psychology, and improve consumers' brand awareness and brand loyalty;

To improve the ability and efficiency of innovation and development, Shangpu Consulting Company suggests that the honey enterprise should strengthen the continuous research and tracking of the honey market and consumers, timely understand and grasp the changes and trends of the market, the needs and preferences of consumers, develop and launch new products and services in line with market demand and consumer taste, and improve the success rate of innovation and the response speed of the market, for example, the honey enterprise should regularly or irregularly conduct consumer research on the honey market and consumers by means of literature analysis, questionnaire survey, interview, observation research, experimental research, etc., collect and analyze consumers' opinions and data, discover and summarize consumers' needs and satisfaction, and put forward suggestions and measures for improvement and optimization. At the same time, the honey enterprise should according to the results of consumer research, aiming at consumers' needs and satisfaction, develop and launch more new products and services that meet market needs and consumer tastes. For example, the honey company can develop and launch new products and new services with different features and advantages in terms of functions, quality, prices, flavors, packaging, and services. New products and services to meet the different needs and preferences of consumers and improve consumer satisfaction and loyalty;

To improve the quality and effect of communication and interaction, Shangpu Consulting Company suggests that the honey enterprise should strengthen communication and interaction with consumers, establish and maintain good consumer relations, improve consumer trust and support, and increase consumer word-of-mouth communication and recommend behavior. For example, the honey enterprise should use telephone, email, SMS, Wechat, Weibo, Douyin, etc, communicate and interact with consumers regularly or irregularly, understand consumers' opinions and suggestions, answer consumers' questions and doubts, solve consumers' complaints and problems, and provide consumers' help and guidance. At the same time, the honey enterprise should conduct interesting and useful communication and interaction with consumers by holding or participating in various exhibitions, activities, competitions, lucky draws, questions and answers, so as to increase consumers' participation and experience, increase consumer interest and loyalty.