以北京鸡蛋消费现状为例,其消费特点体现在:价格与收入的弹性低,产品诉求点更高,品牌认知度提升,可获知品类信息并进行单品选择。我国蛋品行业的发展,其发展意愿与行为的不一致性及成因主要是由于其习惯与刺激的逆差、认知与科学的偏差、经验与工具的误差、品牌与普通的倍差、期望与现实的落差以及体验与宣传的反差所造成的。而观察我国蛋品行业发展的方向是品牌化企业的发展,这也就需要其 Taking Beijing’s current consumption of eggs as an example, its consumption characteristics are as follows: low elasticity of price and income, higher demands of products, higher brand awareness, availability of category information and selection of a single product. The development of China’s egg industry, its development intentions and behavior inconsistencies and causes are mainly due to its habit and stimulate the deficit, cognitive and scientific bias, the error of experience and tools, brand and the ordinary multiplier, expectations and reality Drop and the contrast between experience and publicity caused. The observation of the direction of development of China’s egg industry is the development of branded enterprises, which also requires its