冷冻海产品消费现状和新媒体营销策略研究
Research on the Current Status of Frozen Seafood Consumption and New Media Marketing Strategies

冷冻海产品市场面临后疫情时代的冲击，而随着数字经济的发展，电商平台和新媒体营销为冷冻海产品销售提供了新的机会。本文基于1067份来自广东省的问卷数据，运用SICAS模型对冷冻海产品消费者消费行为进行分析，利用文本挖掘法和K-means聚类法对冷冻海产品消费现状进行研究。结果表明：中年高收入消费者为冷冻海产品主要消费对象，其消费方式集中于线上平台，冷冻海产品质量、价格和服务态度影响消费者购买意愿，冷冻海产品新媒体营销对其销售有作用但需要创新改善。本研究不仅在理论上探究影响冷冻海产品消费者购买的因素，还在实践层面上为冷冻海产品销售提供方向和建议。
The frozen seafood market is facing the impact of the post-pandemic era, and with the development of the digital economy, e-commerce platforms and new media marketing provide new opportunities for frozen seafood sales. Based on 1067 questionnaire data from Guangdong Province, SICAS model was used to analyze the consumption behavior of frozen seafood consumers, and text mining method and K-means clustering method were used to study the consumption status of frozen seafood. The results show that middle-aged and high-income consumers are the main consumption objects of frozen seafood, and their consumption patterns are concentrated on online platforms. The quality, price and service attitude of frozen seafood affect consumers’ purchase intention. The new media marketing of frozen seafood has an effect on their sales, but it needs innovation and improvement. This study not only explores the factors affecting the purchase of frozen seafood consumers in theory, but also provides directions and suggestions for the sale of frozen seafood in practice.