哈萨克斯坦果蔬消费需求与购买渠道研究

发布时间：2018-01-12 11:34

本文关键词：哈萨克斯坦果蔬消费需求与购买渠道研究　出处：《新疆农业大学》2015年硕士论文　论文类型：学位论文

【摘要】：跟随科学技术蓬勃发展,我国果蔬种植规模的不断扩大,产量日益增加,果蔬过剩现象普遍存在,寻找更适合的市场已成为我国果蔬行业最大的挑战,而接壤我国新疆的哈萨克斯坦对果蔬类农产品有很大的需求市场,是我国果蔬出口的最佳目标市场。本文理论研究和实证分析相结合,在宏观分析哈萨克斯坦果蔬供求现状的前提下,探讨哈萨克斯坦居民果蔬消费习惯以及营销渠道,试图寻找中哈果蔬贸易合作空间和贸易发展的模式。对哈国阿斯塔纳市、阿拉木图市居民果蔬消费现状进行实地调查,利用Probit Model和二元Logistic Model方法实证分析哈国城市果蔬消费群体的个性特征、购买行为特征以及消费观念对消费者渠道选择的影响,并分析哈国城市居民对中国果蔬渠道选择行为及影响因素,试图揭示哈国城市居民果蔬市场需求,进而提出我国向哈出口的政策建议。得出结论如下:哈萨克斯坦果蔬生产规模不大、产量不高、种类不多,果蔬市场以鲜品销售为主,产品附加值低。果蔬总供给量在增加,进出口量有所波动,消费需求增长,对果蔬进口的依赖性很大。我国果蔬企业可以引导可使哈国居民消费需求发生变化,挖掘潜在需求。哈萨克斯坦果蔬生产分散,品种与数量上都无法满足消费者需求,供货、营销渠道不完善,一直沿用较落后的经营模式。集贸市场和大型超市是哈国城市居民购买果蔬的主要渠道,果蔬价格偏高,因此果蔬消费支出比较大。哈国果蔬进口量多、结构简单,我国果蔬在哈销售份额大、价格高、尤其反季节价格翻倍。此外,访谈及观察得知,哈国消费者对中国果蔬质量安全提出质疑,被访者认为中国果蔬外观漂亮,给餐桌增光,但滥用化学药品,吃用不放心。对策建议:提高果蔬质量、适度增加出口量,注重反季节出口,减少海关壁垒、加快鲜活果蔬通关速度,加强对哈国果蔬市场的调查研究,进步了解哈萨克斯坦果蔬市场,适应哈国果蔬营销渠道,在此基础上,在哈萨克斯坦开拓中国特色的新果蔬营销渠道,并扩大向哈的果蔬出口。
[Abstract]:With the rapid development of science and technology, the growing scale of fruit and vegetable planting in China, increasing production, fruit and vegetable surplus phenomenon generally exists, finding a more suitable market has become the biggest challenge of the fruit and vegetable industry in China. Kazakhstan, bordering Xinjiang, has a large demand market for fruits and vegetables, which is the best target market for the export of fruits and vegetables. This paper combines theoretical research with empirical analysis. On the premise of macroscopically analyzing the present situation of fruit and vegetable supply and demand in Kazakhstan, this paper probes into the consumption habits and marketing channels of fruits and vegetables of Kazakh residents. This paper tries to find out the space of Sino-Kazakh fruit and vegetable trade cooperation and the pattern of trade development. It makes a field investigation on the consumption of fruits and vegetables among residents of Astana and Almaty. Probit Model and binary Logistic Model were used to analyze the characteristics of fruit and vegetable consumption groups in Harbin. The influence of purchasing behavior and consumption concept on the choice of consumers' channel is analyzed. The influence factors of the choice of Chinese fruit and vegetable channel are analyzed to reveal the market demand of fruit and vegetable for the urban residents of Kazakhstan. The conclusions are as follows: the production scale of fruits and vegetables in Kazakhstan is not large, the output is not high, there are not many kinds, and the market of fruits and vegetables is dominated by the sale of fresh products. The added value of products is low. The total supply of fruits and vegetables is increasing, the import and export volume is fluctuating, the consumption demand is increasing, and the dependence on the import of fruit and vegetables is very large. Chinese fruit and vegetable enterprises can lead to the change of consumption demand of Kazakh residents. Mining potential demand. Kazakhstan production of fruits and vegetables scattered, variety and quantity can not meet consumer demand, supply, marketing channels are not perfect. Market markets and large supermarkets are the main channels for urban residents to buy fruits and vegetables. The prices of fruits and vegetables are on the high side, so the consumption expenditure of fruits and vegetables is relatively large. The structure is simple, our country fruit and vegetable sales share in Kazakhstan is large, the price is high, especially the off-season price doubles. In addition, the interview and observation shows that the Kazakh consumers question the quality and safety of Chinese fruits and vegetables. The interviewees thought that the appearance of Chinese fruits and vegetables was beautiful, which increased the appearance of Chinese fruits and vegetables, but the abuse of chemicals was not assured. The countermeasures and suggestions were to improve the quality of fruits and vegetables, increase the export volume moderately, pay attention to the off-season export, and reduce the customs barriers. Speed up the customs clearance of fresh fruits and vegetables, strengthen the investigation and research on the fruit and vegetable market in Kazakhstan, improve understanding of the fruit and vegetable market in Kazakhstan, adapt to the fruit and vegetable marketing channels of Kazakhstan, on this basis. In Kazakhstan to open up new Chinese characteristics of fruit and vegetable marketing channels and expand the export of fruits and vegetables to Kazakhstan.
【学位授予单位】：新疆农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F733.61

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