An Analysis of Marketing Strategy Exploration of Low-Alcohol Beverage Consumption in Guangdong China

Abstract

In recent years, the low-alcohol beverage industry in China has experienced a surge in investment. This study utilizes a questionnaire survey method to investigate the behavior of 601 college student consumers in Guangdong Province, China. Employing the Rank Sum Ratio (RSR) comprehensive evaluation method, the consumer group is classified into five categories based on their purchasing power. Statistical and machine learning methods are subsequently employed to analyze consumer preferences and habits related to appearance and ingredient taste. Furthermore, specific associated scenarios and other key factors are examined to analyze promotional strategies. Subsequently, market size is forecasted using a grey model. Finally, tailored marketing recommendations are provided for relevant businesses. It is worth noting that this study employs more quantitative mathematical methods to obtain data analysis conclusions that are more explanatory in nature.