摘要
为破解山西杂粮互联网销售困境,从详尽阐述“互联网+”背景下杂粮的互联网销售机遇出发,深入分析山西杂粮互联网销售的现状和存在问题,在此基础上,以城市各类消费人群为研究对象,运用二元Logistic回归模型,分析探讨影响不同人群对杂粮消费需求的关键因素。结果显示,消费者杂粮网购意愿与消费者年龄呈负相关关系,与杂粮产品加工层次、消费者杂粮养生知识、网店促销手段、杂粮产品获取的便利性等均有正的相关关系。因此,为进一步促进山西杂粮互联网销售发展,须加强老年人的网购技能,提升精准推送能力;向青年一代大力宣传杂粮养生知识;创新杂粮互联网营销方式,加快杂粮精深加工步伐;充分提升网购杂粮的安全便捷特性,解决杂粮产品从生产者到消费者的“最后一公里”难题。
In order to solve the dilemma of Internet sales of Shanxi's coarse cereals,this paper started with the Internet sales opportunities of coarse cereals under the background of Internet Plus,and analyzed the status quo and problems of the Internet sale of Shanxi's coarse cereals.On this basis,taking all kinds of urban consumers as the research object,using binary logistic regression model,this paper analyzed and discussed the key factors that affect different groups'demand for coarse cereals.The results showed that consumers'willingness to buy groceries online was negatively correlated with their age,and positively correlated with the processing level of groceries products,consumers'knowledge of groceries health preservation,online store promotion means,and convenience of groceries products acquisition.Therefore,in order to further promote the development of Internet sales of miscellaneous grains in Shanxi province,it is necessary to strengthen the online shopping skills of the elderly,improve the ability of accurate promotion;vigorously promote the knowledge of health preservation of miscellaneous grains to the young generation;innovate the Internet marketing mode of miscellaneous grains,accelerate the pace of refined and deep processing of miscellaneous grains;fully improve the safety and convenience of online shopping of coarse cereals to solve"the last one kilometer"of coarse cereals products from producers to consumers.
作者
侯向娟
申潞玲
Hou Xiangjuan;Shen Luling(Agricultural Resources and Economy Institute,Shanxi Academy of Agricultural Sciences,Taiyuan 030006,Shanxi)
出处
《农业展望》
2020年第1期132-137,143,共7页
Agricultural Outlook
基金
山西省科技厅软科学项目“‘互联网+山西省杂粮特色产业’发展机制研究”(2017041004-2)
山西省农业科学院科技自主创新能力提升工程项目“山西农村经济重大问题跟踪研究”(2017ZZCX-10)
政府购买科技公共服务项目“山西省杂粮产业振兴规划(2017-2020年)编制”
关键词
山西杂粮
“互联网+”
消费者
网购意愿
互联网营销
Shanxi coarse cereals
Internet Plus
consumer
online shopping willingness
internet marketing
