近年来,中国进口啤酒及精酿啤酒(个性化啤酒)销量急剧增长。与此同时,国产啤酒产销量持续下降。伴随着生活方式的转变与消费需求的日趋多元化,新一代啤酒消费者的个性化需求亟待满足。啤酒行业不断进行技术革新,扩充啤酒品类,组合啤酒产品,以满足消费者不断增长的对更丰富品类啤酒产品的新需求。为保持中国啤酒行业稳定增长,啤酒企业必须快速抓住新一代啤酒消费者的消费需求,并不断吸引新的消费者。因此,大公司必须致力于产品创新,改善服务及提升顾客消费体验。文章基于生命周期动态管理和对当前大型啤酒厂的优势和产品创新的劣势分析,探索了大数据时代下以消费者为中心的啤酒产品多元化创新方式,以响应新时代和新消费的挑战。
Import beer and craft beer (specialty beer) sales in China have increased tremendously in recent years. Meanwhile, domestic beer production and sales continued to fall. With the change of lifestyle and the increasing diversification of consumer's demand, personalized demands of the new generation of beer consumers need to be satisfied. The brewing industry has devoted much effort into technical improvement and innovations for the expansions of the assortment of beers to meet the growing demand for a wide variety of new beer products. In order to maintain the steady growth of China's brewing industry, companies must quickly seize the demand of a new generation of consumers and thus continually attracting new consumers. Hence, large breweries must commit to innovative products as well as improve custom service and experience. Consumer-centric and multivariate innovation of beer product are explored based on lifecycle dynamic management and analysis on the strengths and weakness in product innovation of current large breweries in the big data era in response to the challenges of new times and new consumer.
[1] 第一财经商业数据中心.2017中国互联网消费生态大数据报告[R]. 2017.
[2] YEO H Q, LIU S.An overview of selected specialty beers: developments, challenges and prospects [J].International Journal of Food Science & Technology, 2014, 49(7),1 607-1 618.
[3] [英]维克托·迈尔－舍恩伯格,思·库克耶,ViktorMayer-Schonberger等.大数据时代:生活、工作与思维的大变革[M].浙江人民出版社,2013.
[4] 中华网财经.大数据时代的中国酒业:台积极探索“互联网+”[EB/OL].[ 2015-06-24].http://www.cbdio.com/BigData/2015-06/24/content_3330945.htm.
[5] GOMEZCORONA C,ESCALONABUENDIA H B,GARCIA M,et al.Craft vs.industrial:Habits,attitudes and motivations towards beer consumption in Mexico[J].Appetite,2016,96,358-367.
[6] AQUILANI B,LAURETI T,POPONI S,et al.Beer choice and consumption determinants when craft beers are tasted:An exploratory study of consumer preferences[J].Food Quality&Preference,2015,41,214-224.
[7] JAEGER S R,CARDELLO A V,JIN D,et al.Product Uniqueness:Further exploration and application of a consumer-based methodology[J].Food Quality&Preference,2017,60,59-71.
[8] WANG O,GELLYNCK X,VERBEKE W.Chinese consumers and European beer:Associations between attribute importance,socio-demographics,and consumption[J].Appetite,2017,108,416-424.
[9] NIEMELA P T,DINGEMANSE N J.Trustworthiness of online beer ratings as a source of social information[J].Behavioral Ecology and Sociobiology,2017,71(1),24.
[10] 大数据.工业大数据:面向产品全生命周期的深度集成.[EB/OL].[ 2016-08-05].http://www.199it.com/archives/504364.html.
[11] JAEGER S R,CARDELLO A V,CHHEANG S L,et al.Holistic and consumer-centric assessment of beer:A multi-measurement approach[J].Food research international,2017,99,287-297.
[12] DONADINI G,PORRETTA S.Uncovering patterns of consumers' interest for beer:A case study with craft beers[J].Food research international,2017,91,183-198.
[13] 第一财经商业数据中心&天猫.天猫酒水线上消费数据报告[EB/OL].[2017-09-05].http://cbndata.com/report/115?page=1.
[14] 第一财经商业数据中心&口碑.CBNData联合口碑发布2017国民餐饮消费大数据报告[EB/OL].[2017-06-25].http://www.cbdio.com/BigData/2017-06/29/content_5548627.htm.
[15] 数据观.中国工业大数据技术与应用白皮书发布(完整版PPT)[EB/OL].[2017-07-04].http://www.cbdio.com/BigData/2017-07/04/content_5551416.htm.
[16] MOHAN AM.Craft beer selects can with 90% PCR content[EB/OL].[2015-03-11].https://www.greenerpackage.com/recycled_content/craft_beer_selects_can_90_pcr_content.
[17] REYNOLD P.A closer look at Carlsberg's fiber bottle[EB/OL].[2015-05-26].http://www.greenerpackage.com/renewable_resources/closer_look_carlsbergs_fiber_bottle.
[18] 杨静静,丰水平,钟俊辉.啤酒产品包装国际发展趋势[J].啤酒科技,2017,45(6),31-39.
[19] 尤瓦尔·赫拉利.未来简史[M].林俊宏译.北京:中信出版集团股份有限公司,2017.
