Research on brand value improvement strategies of fresh products based on cluster analysis-taking cold fresh meat as an example

摘要

Aiming at the strategies to improve the brand value of fresh products, this paper uses the field research data, official data, public information data in the industry, etc. in the cold fresh meat market as the data basis of the research, and uses cluster analysis to divide the cold fresh meat consumer groups into potential group and main force group, conservative group and follow-suit group. And it uses SPSS and mathematical modeling to analyze the characteristic portraits of the four categories of people, and gives strategies to improve the brand value of fresh products through correlation analysis.