海南灵芝茶市场认知度及前景比较分析

发布时间：2019-08-05 09:48

【摘要】：运用问卷调查法在海南省18个市县(除三沙市)针对灵芝茶的市场认知度、认知渠道和市场前景进行调查分析,结果表明:(1)被调查者对海南灵芝茶市场认知度较高,47.4%的人对灵芝茶的了解较多,88.9%认为灵芝茶产品好。(2)对灵芝茶的认知渠道不同,收入较低者主要是靠宣传,收入较高者主要从其他渠道认知。(3)购买灵芝茶受宣传和促销影响百分比分别为39.3%和26.8%,受宣传的影响较大,打折促销优于"买一送一"促销。(4)海南灵芝茶市场前景良好,其中领导层和高收入群体是最大的潜在市场。
[Abstract]:A questionnaire survey was conducted in 18 cities and counties of Hainan Province (except Sansha City) to investigate and analyze the market cognition, cognitive channels and market prospects of Ganoderma lucidum tea. The results showed that: (1) the respondents had a higher awareness of Ganoderma lucidum tea market, 47.4% of them knew more about Ganoderma lucidum tea, and 88.9% thought that Ganoderma lucidum tea products were good. (2) the cognitive channels of Ganoderma lucidum tea were different, and those with lower income mainly relied on publicity. The higher income people mainly recognize it from other channels. (3) the percentage of Ganoderma lucidum tea purchase affected by publicity and promotion is 39.3% and 26.8% respectively, which is greatly affected by publicity, and the discount promotion is better than the "buy one get one free" promotion. (4) Hainan Ganoderma lucidum tea market has a good prospect, among which the leadership and high-income group are the largest potential markets.
【作者单位】：海南热带海洋学院;
【基金】：海南省中药现代化专项项目(ZY201417) 三亚市院地科技合作项目(2014YD16) 琼州学院2013年度科研项目(QYQN201340) 三亚市功能槟榔重点实验室项目(L1411) 三亚市农业科技创新项目(2014NK28)
【分类号】：F426.82;F274

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