Z世代速冻方便食品消费需求研究
Study on the Consumption Demand of Quick-Frozen Convenience Food for Generation Z

本文旨在研究速冻方便食品发展的机遇与威胁，并对焦Z世代消费者的行为，对此提出可行性建议，推动市场发展。基于此，本文通过文献研究法、问卷调查法和SWOT分析法对我国速冻食品宏观行业背景、主流品牌及市场表现进行分析，并对未来正大品牌的营销方法及未来发展做出了一定建议，将速冻方便食品行业所面临的机遇与威胁总结如下：我国速冻行业管理标准还相对不完善、消费者最关注产品方便快捷性，对安全健康性 存在顾虑、消费者购买渠道传统，线上销售存在诸多机会、消费者看重产品“包装”，目前包装设计有待加强。建议企业加强创新，增大宣传力度，借助政策扶持促进行业发展。
This paper aims to study the opportunities and threats of the development of quick-frozen convenience food, and focus on the behavior of Generation Z consumers, and put forward feasible suggestions to promote market development. Based on this, this paper analyzes the macro-industry background, mainstream brands and market performance of quick-frozen food in China through literature research, questionnaire survey and SWOT analysis, and makes certain suggestions on the marketing methods and future development of the Zhengda brand in the future. The opportunities and threats facing the quick-frozen convenience food industry are summarized as follows: China's quick-freezing industry management standards are still relatively imperfect, consumers are most concerned about the convenience of products, there are concerns about safety and health, consumer purchase channels are traditional, online sales there are many opportunities, consumers value product “packaging”, order the former packaging design needs to be strengthened. It is suggested that enterprises strengthen innovation, increase publicity, and promote the development of the industry with policy support.