Open AccessResearch on brand value improvement strategies of fresh products based on cluster analysis-taking cold fresh meat as an example
Author(s) -
Yanghao Ye,
Qing Wang,
Shengwen Liu,
Yajuan Huang
Publication year - 2019
Publication title -
journal of physics. conference series
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.21
H-Index - 85
eISSN - 1742-6596
pISSN - 1742-6588
DOI - 10.1088/1742-6596/1423/1/012023
Subject(s) - cluster (spacecraft) , value (mathematics) , advertising , marketing , cold storage , business , mathematics , computer science , statistics , biology , programming language , horticulture
Aiming at the strategies to improve the brand value of fresh products, this paper uses the field research data, official data, public information data in the industry, etc. in the cold fresh meat market as the data basis of the research, and uses cluster analysis to divide the cold fresh meat consumer groups into potential group and main force group, conservative group and follow-suit group. And it uses SPSS and mathematical modeling to analyze the characteristic portraits of the four categories of people, and gives strategies to improve the brand value of fresh products through correlation analysis.