摘要
随着国内农产品市场化程度的不断提高,农产品品牌化经营成为提高农产品市场竞争力的有效途径。本文从消费者的角度,基于南京市的问卷调查数据,分析了目前消费者对不同类型农产品的品牌消费意愿及消费行为特征,研究表明:消费者对初级农产品和初加工农产品的品牌消费意愿有很大差异,且对两种不同类型农产品的购买地点选择、关注点等购买行为特征也有很大的差异。因此,农产品品牌化经营,应对不同类型的农产品采取不同的策略。
With the continuous improvement of the degree of domestic agricultural market, the brand management of agricultural products is an effective way to improve the market competitiveness of agricultural products. Based on the survey data of Nanjing, from the consumer＇ s perspective, this article conducts an analysis on the brand consumption intentions and consumer behavior characteristics for different types of agricultural products, which shows that there exists a great difference in consumption intentions for primary agricultural products and primary processing agricultural products, and also in consumer behavior characteristics like purchase place choices and concerns for two different types of agrieultural products. Therefore, there ought to be different strategies for different types of agricultural products as to implement the brand management of agricultural products.
出处
《企业经济》
北大核心
2013年第6期84-87,共4页
Enterprise Economy
基金
江苏省高校哲学社会科学研究基金项目"休闲农业游客满意度研究--基于江苏省的调查"(批准号:2012SJD630078)
江苏省高校哲学社会科学研究课题"基于供应链分析的南京市生鲜农产品物流整合研究"(批准号:2011SJD630024)
金陵科技学院科研基金专项课题"农产品品牌化经营研究--以江苏为例"(批准号:JIT-N-201110)
关键词
品牌农产品
消费意愿
消费行为特征
brand agricultural products
consumption intention
consumer behavior characteristics
