Hello! We are conducting a marketing research project about Yihetang around the Zhongguancun campus. This survey is anonymous and for academic use only. It takes about 3-4 minutes. Thank you for your support!
您好！我们正在进行一项关于中关村校区附近益禾堂的市场调研。本问卷仅用于课程研究，采用匿名方式填写，预计需要3-4分钟。感谢您的支持！
1. Do you regularly study, work, or spend time at RUC Zhongguancun Campus?
您是否经常在中国人民大学中关村校区上课、工作或活动？
Yes / 是 No / 否
2. Which option best describes you?
以下哪一项最符合您的身份或年级？
Undergraduate Year 1 / 本科一年级 Undergraduate Year 2 / 本科二年级 Undergraduate Year 3 / 本科三年级 Undergraduate Year 4 or above / 本科四年级及以上 Master's student / 硕士生 PhD student / 博士生 Exchange or international student / 交换生或留学生 Faculty or staff / 教职工 Other / 其他
3. How much are you usually willing to spend on beverages per week? Less than RMB 20 / 20元以下 RMB 21-40 / 21-40元 RMB 41-60 / 41-60元 RMB 61-80 / 61-80元 More than RMB 80 / 80元以上
4. About how many drinks do you usually buy in one week?
0-1 / 0-1杯 2-3 / 2-3杯 4-5 / 4-5杯 6-7 / 6-7杯 8 or more / 8杯及以上
5. How do you usually buy drinks near campus?
Buy in-store / 到店购买 Meituan delivery / 美团外卖 Ele.me delivery / 饿了么外卖 Both in-store and delivery / 到店和外卖都会 Rarely buy drinks / 很少购买饮品
6. Which brand do you buy most often near campus?
Yihetang / 益禾堂 HeyTea / 喜茶 Cotti Coffee / 库迪咖啡 Luckin Coffee / 瑞幸咖啡 Mixue / 蜜雪冰城 Chabaidao / 茶百道 Bawang Chaji / 霸王茶姬 Other / 其他
7. Have you bought Yihetang in the past 3 months? Yes / 是 No / 否
8.
How familiar are you with Yihetang? 您对益禾堂这个品牌的熟悉程度如何？
9. When choosing a drink shop, how many beverage options do you usually expect or choose from on the menu? 1-5 types / 1-5种 6-10 types / 6-10种 11-15 types / 11-15种 16-20 types / 16-20种 More than 20 types / 20种以上
10. What cup size do you usually prefer?
Small / 小杯 Medium / 中杯 Large / 大杯
11.
Yihetang is affordable for students. 益禾堂的价格对学生来说是可以接受的。
Yihetang has a clear brand image. 益禾堂的品牌形象是清晰的。
Compared with nearby competitors, Yihetang is attractive and distinctive.与附近竞争品牌相比，益禾堂有吸引力且有辨识度。
12. If you choose other brands more often than Yihetang, what is the main reason?
Better taste / 口味更好 Better brand image / 品牌形象更好 More product choices / 产品选择更多 Better promotions / 优惠活动更多 Better location / 位置更方便 More trendy or popular / 更有话题性、更流行 I usually buy coffee instead / 我平时更常买咖啡 Other / 其他
13. What would make you more willing to buy Yihetang? Better brand image / 更清晰更好的品牌形象 Better-looking logo, packaging, or store design / 更好看的logo、包装或门店设计 More new drinks / 更多新品 Better student discounts / 更强的学生优惠 More promotions / 更多活动优惠 More social media marketing / 更多社交媒体宣传 Other / 其他