基于因子分析与定序Logistic回归的RIO鸡尾酒消费群体分类与满意度分析
Classification and Satisfaction Analysis of RIO Cocktail Consumer Groups Based on Factor Analysis and Ordered Logistic Regression

当前国内低度果味鸡尾酒市场竞争日趋激烈，RIO鸡尾酒作为行业的龙头代表，有良好市场口碑和大量消费群体，但近几年市场表现的活力有所下滑，同时该品牌主打的“微醺”赛道在经历了近2年的“爆红”之后，在2022年快速“降温”，消费投资遇冷，融资受到一定影响，RIO鸡尾酒需要新的营销策略去处理这些挑战。本文基于所收集消费者的样本数据进行建模，首先使用因子分析方法对影响购买的十个因素降维分类，归纳成为影响人群购买行为的三个不同要素的公共因子：产品质量与品牌特点因子、产品宣传与方便性因子及产品服务与物流因子。然后基于这三个公共因子对现有消费者进行K-means聚类，得到三类消费人群：注重产品质量的参与人群、注重品牌与宣传的热爱人群以及注重方便与售后的忠实人群。最后使用定序Logistic回归模型分析影响消费者购买RIO鸡尾酒时的因素，发现影响消费者购买的三个显著因素：价格、便携性以及品牌口碑，以期为RIO鸡尾酒精准化定位与差异化营销提供一定借鉴意义。
At present, the competition in the domestic market related to low fruity cocktail is becoming increasingly fierce. RIO cocktail, as the leading representative of the industry, has a good market reputation and a large number of consumer groups. However, in recent years, the vitality of market performance has declined, and after the brand’s main “slightly drunk” track experiencing nearly two years of explosion, it got rapid cooling in 2022.consumes’ investments were cold, and financing was affected to a certain extent. Therefore, RIO cocktail needs new marketing strategies to deal with these challenges. Based on the collected sample data of consumers, this paper first uses factor analysis method to reduce the dimensionality of the ten factors affecting purchase, and reduces them into three common factors that affect people’s purchase behavior, named as product quality and brand characteristics factor, product promotion and convenience factor, and product service and logistics factor. Then, K-means clustering is performed on existing consumers based on the three common factors, and three types of consumer groups are obtained, which are participants who pay attention to product quality, people who pay attention to brand and publicity, and loyal people who pay attention to convenience and after-sales. Finally, ordered Logistic regression model is employed to analyze the factors affecting consumers’ purchase of RIO cocktails. The result shows that three significant factors affecting consumers’ purchase are price, portability and brand reputation. Our research is intended to provide some reference for the precise positioning and differentiated marketing of RIO cocktails.