安徽省隐藏特产特征对消费者购买行为的影响研究
Research on the Impact of Hidden Specialty Characteristics on Consumer Purchasing Behavior in Anhui Province
DOI: 10.12677/mm.2026.161004, PDF,    科研立项经费支持
作者: 张晓雨, 吴学媛, 范新悦, 李程程, 胡小艺, 邹亚南, 甘灿华：安徽新华学院商学院，安徽 合肥
关键词: 安徽隐藏特产；消费行为；营销策略；Hidden Specialties in Anhui； Consumption Behavior； Marketing Strategy
摘要: 随着消费升级与互联网发展，安徽隐藏特产市场认知低、推广不足。本文探究其消费行为影响因素，发现营销策略影响最显著，产品特质、人口统计变量呈正向影响，消费者关注个性化与文化内涵。据此提出品牌建设、品质优化、营销创新等策略，为市场推广与地方产业发展提供指导。
Abstract: With the upgrading of consumer demand and internet development, Anhui’s “hidden specialties” have low market awareness and insufficient promotion. This paper explores factors influencing consumer behavior, finding that marketing strategies have the most significant impact, product characteristics and demographic variables show positive effects, and consumers focus on personalization and cultural connotation. Corresponding strategies like brand building, quality optimization and marketing innovation are proposed to guide market promotion and local industrial development.
文章引用：张晓雨, 吴学媛, 范新悦, 李程程, 胡小艺, 邹亚南, 甘灿华. 安徽省隐藏特产特征对消费者购买行为的影响研究[J]. 现代管理, 2026, 16(1): 23-37. https://doi.org/10.12677/mm.2026.161004

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