基于消费者需求洞察的智慧滩涂贝类采集装置营销策略研究

Research on Marketing Strategies of Smart Tidal Flat Shellfish Collection Devices Based on Consumer Demand Insights

摘要: 本文旨在研究智慧滩涂贝类采集装置的营销策略，其切入点为消费者需求洞察。研究通过对423位滩涂贝类产业相关从业者进行问卷调查，并运用SPSS进行数据分析，探究了潜在用户的核心需求、群体差异及购买偏好。研究发现，用户对设备的需求是多维度的综合体，高度关注操作简便性、节能效率、可靠性与生态友好性。市场存在明显分化：大规模企业资金雄厚，偏好一次性购买高性能设备；个体及小规模用户则受资金约束，倾向于分期付款和设备租赁等灵活的轻资产模式。用户的核心决策点是投资回报率而非单纯的价格。在信息渠道方面，同行推荐和线下展会等传统方式信任度最高。基于以上洞察，论文提出了一套以差异化定位、线上线下融合推广及渠道优化为核心的系统性营销策略建议，旨在破解当前智能装备市场渗透率低的困境。

Abstract: This study investigates marketing strategies for smart tidal flat shellfish harvesting devices, focusing on consumer demand insights. Through a questionnaire survey of 423 practitioners in the tidal flat shellfish industry and data analysis using SPSS, the research explores core user needs, group differences, and purchasing preferences. Findings reveal that user demands for the equipment are multidimensional, with high emphasis on operational simplicity, energy efficiency, reliability, and eco-friendliness. The market exhibits clear segmentation: large-scale enterprises with substantial capital prefer one-time purchases of high-performance equipment, while individual and small-scale users, constrained by funding, favor flexible, asset-light models such as installment payments and equipment leasing. The core decision factor for users is return on investment rather than price alone. Regarding information channels, traditional methods like peer recommendations and offline exhibitions command the highest trust. Based on these insights, the paper proposes a systematic marketing strategy centered on differentiated positioning, integrated online-offline promotion, and channel optimization. This approach aims to address the current low market penetration rate of smart equipment.