“良品铺子”休闲食品品牌大学生认知与满意度调查
A Survey on the Cognition and Satisfaction of College Students with the Leisure Food Brand “BESTORE”

随着生活节奏的加快和膳食结构的调整，消费者正在形成少食多餐的饮食方式，正餐和零食的边界逐渐模糊。随之而来，休闲食品的主体也日渐丰富，为了抢夺更多的市场，走近消费者的视野，多个品牌之间的品牌竞争，也促进了休闲零食产业的发展。从“良品铺子”公司的品牌认知及其产品的满意度评价入手，对有购买需求的大学生消费者进行调查，运用调查问卷方式进行研究，以提高大学生的满意度、忠诚度，为“良品铺子”公司的健康发展提供借鉴与思考。通过问卷调查发现，良品铺子存在品牌知名度有待提升、品牌形象较为模糊、品牌文化认同感缺乏、产品质量影响满意度等问题，针对问题提出了相应的优化策略，包括打造人格化的品牌，提高品牌知名度、清晰定位高端零食，树立优质品牌形象、发掘消费者契合点，强化品牌文化认同、坚持优质产品理念，提升顾客的满意度。
With the quickening of the pace of life and the adjustment of dietary structure, consumers are forming a way of eating less and more meals, and the boundary between meals and snacks is gradually blurred. Subsequently, the main body of leisure food is increasingly rich, in order to grab more market, close to the consumer’s vision, the brand competition between multiple brands, also promotes the development of leisure snack industry. This paper starts with the brand cognition of “BESTORE” company and the satisfaction evaluation of its products, conducts a survey on college students who have purchase needs, and conducts research by means of questionnaires, in order to improve the satisfaction and loyalty of college students, and provides reference and thinking for the healthy development of “BESTORE” company. Through the questionnaire survey, it was found that “BESTORE” had problems such as brand awareness to be improved, vague brand image, lack of brand cultural identity, and product quality affecting satisfaction, and put forward corresponding optimization strategies for the problems, including building a personalized brand, improving brand awareness, clearly positioning high-end snacks, establishing a high-quality brand image, exploring consumer convergence points, strengthening brand cultural identity, adhering to the concept of high-quality products, and improving customer satisfaction.