广东省消费者茶油购买意愿影响因素分析

发布时间：2018-05-26 22:18

本文选题：茶油 + 购买意愿　；参考：《仲恺农业工程学院》2016年硕士论文

【摘要】：2016年中央一号文件《关于落实发展新理念加快农业现代化实现全面小康目标的若干意见》中指出在资源环境约束趋紧背景下,如何加快转变农业发展方式,确保粮食等重要农产品有效供给,实现绿色发展和资源永续利用,是必须破解的现实难题。我国是粮油进口大国,特别是食用油长期以来缺口很大,食用油的进口依存度高达60%。随着国际粮油价格的上涨压力不断加大,粮油市场供需矛盾不断加剧,实现粮油长期供需平衡仍面临着巨大的压力。茶油,是世界四大木本油料之一,近年来,国家加大了对油茶产业发展的重视力度,油茶产业发展对缓解我国粮油安全问题发挥着重要作用。研究通过对广东省茶油消费现状及存在问题分析,提出广东省油茶供不应求、居民食用油消费结构不合理、茶油消费受地域影响较大、茶油的消费受经济水平制约、茶油认知缺乏,市场需求不足等问题,接着对452位农户进行访谈调查,并建立Logistic模型对农户油茶种植的影响因素进行分析,研究发现性别、收入水平、消费者对茶油的了解程度、对健康关注程度、茶油口感的偏好、茶油品牌等因素对茶油购买意愿具有显著的正向影响。在此基础上,提出了依托科技,提高茶油产量;提高城乡收入水平,扩大茶油市场消费;强化茶油质量安全控制,提高茶油品质;加强研发力度,发展系列衍生产品;提高消费者认知,发掘市场潜力及产品综合研发等对策建议。
[Abstract]:In the first document of the Central Committee of 2016, "some opinions on implementing the new concept of development, speeding up agricultural modernization and realizing the goal of overall well-off society", it is pointed out how to speed up the transformation of the mode of agricultural development in the context of the tightening of resource and environment constraints. To ensure the effective supply of important agricultural products such as grain and to realize green development and sustainable utilization of resources is a practical problem that must be solved. Our country is a big import country of grain and oil, especially edible oil has a long time gap, the import dependence of edible oil is as high as 60%. With the rising pressure of international grain and oil prices, the contradiction between supply and demand in grain and oil market is becoming more and more serious, and the long-term balance of grain and oil supply and demand is still facing great pressure. Tea oil is one of the four woody oilseeds in the world. In recent years, the state has increased the attention to the development of Camellia oleifera industry. The development of Camellia oleifera industry plays an important role in alleviating the security problems of grain and oil in China. Based on the analysis of the present situation and existing problems of tea oil consumption in Guangdong Province, it is pointed out that the consumption structure of edible oil in Guangdong Province is unreasonable, the consumption of tea oil is greatly affected by the region, and the consumption of tea oil is restricted by the economic level. Tea oil cognition is lack, market demand is insufficient and so on. Then 452 farmers are interviewed, and Logistic model is established to analyze the influencing factors of Camellia oleifera cultivation. The study finds out the gender and income level of Camellia oleifera cultivation. The degree of understanding of tea oil, the degree of attention to health, the taste preference of tea oil and the brand of tea oil have significant positive effects on tea oil purchase intention. On this basis, the paper puts forward to increase tea oil production by relying on science and technology, to improve the income level of urban and rural areas, to expand the consumption of tea oil market, to strengthen the quality and safety control of tea oil, to improve the quality of tea oil, to strengthen research and development, and to develop a series of derivative products. Improve consumer awareness, explore market potential and product R & D and other countermeasures.
【学位授予单位】：仲恺农业工程学院
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.55;F323.7

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