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新产品的开发对食品工业企业的发展起着重大的作用,在企业的市场竞争,生存,发展中扮有重要角色。研究消费者对产品,尤其是对新产品的感知及意愿是新产品开发研究中的重要部分。本文以北京部分城市居民为例,以其对新产品的感知和意愿进行调查,研究结果表明:食品的新产品开发是十分必要的,大多数消费者对此持肯定态度,并且愿意尝试不同的新产品,希望新产品能够具有多样性,在未来的食品市场中出现更多更新的食品,例如天然食品,保健食品,方便食品等。调查表明,“家人或朋友的推荐”和“产品质量”是消费者购买新产品的主要因素,因此,食品企业在新产品开发中,应注重产品质量,并且在市场的推广中要注意树立培养有影响力的先期消费者(即意见领袖)。此外,在新产品开发中应注意的健康,质量与价格问题也在消费者调查中显现出来。
The development of new products plays a significant role in the development of food industry enterprises and plays an important role in the market competition, survival and development of enterprises. Research on consumers’ perceptions and intentions toward products, especially new ones, is an important part of new product development research. Taking some urban residents in Beijing as an example, this paper investigates the perception and willingness of new products. The results show that it is very necessary to develop new products for food. Most consumers are willing to try different methods New products, hope that new products can have diversity, appear in the future food market more newer foods, such as natural foods, health foods, instant foods and so on. The survey shows that “family members or friends’ recommendation” and “product quality” are the main factors for consumers to purchase new products. Therefore, food enterprises should pay attention to product quality in the development of new products, and in the promotion of the market Attention should be paid to cultivating influential up-front consumers (ie opinion leaders). In addition, health, quality and price issues that should be noted in the development of new products are also revealed in consumer surveys.