基于多维数据的狗牙儿膨化食品竞品分析与营销策略研究

Competitive Analysis and Marketing Strategy Research for Gouya’er Puffed Food Based on Multi-Dimensional Data

摘要: 本研究基于电商平台(淘宝、京东)销售数据和问卷调查，对传统怀旧零食品牌“狗牙儿”进行了多维度的竞品分析。研究发现，狗牙儿在淘宝平台的销售热点集中在湖南及东部省份，价格区间广泛，中位数约为10.26元；京东平台数据显示价格与评论数呈弱负相关，消费者对低价产品更敏感。情感分析显示86.8%的用户评价为积极。与膨化食品整体市场相比，狗牙儿价格偏高，但包装设计与外观评价较好。通过二元逻辑回归分析发现，狗牙儿在品牌认知、促销效果和健康属性方面存在劣势，而在包装设计和情感联结方面具有优势。建议通过分层定价、IP联名、风味创新和区域深耕等策略提升市场竞争力。

Abstract: This study conducts a multi-dimensional competitive analysis of the traditional nostalgic snack brand “Gouya’er” based on sales data from e-commerce platforms (Taobao, JD.com) and questionnaire surveys. The results indicate that sales hotspots of Gouya’er on Taobao are concentrated in Hunan and eastern provinces, with a median price of 10.26 RMB and a wide price range. Data from JD.com shows a weak negative correlation between price and number of reviews, suggesting higher sensitivity to low prices. Sentiment analysis revealed that 86.8% of user reviews were positive. Compared to the overall expanded food market, Gouya’er products are priced higher but excel in packaging and appearance. Binary logistic regression analysis identified weaknesses in brand awareness, promotion effectiveness, and health attributes, while strengths included packaging design and emotional connection. Recommendations include tiered pricing, IP collaborations, flavor innovation, and regional market penetration to enhance competitiveness.