南京市生鲜农产品零售业态发展研究

发布时间：2018-08-13 15:53

【摘要】：生鲜农产品在我国居民日常消费中占有很大比重,是人们日常生活中除粮食外最基本的消费品和主要食物来源,对于大多数城市居民来说,生鲜农产品购买是频率最高的消费行为,零售商则承担着把生鲜农产品从生产者手中传递到消费者的最后一个环节的任务。对于零售商来说,追求利润最大化是其最主要的目标,也是其生存和发展的基础。而作为一个产业来说,在市场经济体制下,也有着其内在的演变规律。但是对于政府来说,生鲜农产品是关系到当地民生的特殊消费品,保障其优质低价、充足供应,并最大限度地方便消费者购买,是各地政府必须关注和解决的问题。改革开放以来,我国农产品流通体制发生了巨大的变化,这也反映在直接提供消费者生鲜农产品的零售终端上,这从生鲜农产品零售业态的演变可以看出。一是农贸市场时期,从1985年起,生鲜农产品首先放开,农贸市场应运而生,在城市中农贸市场是农产品流通的主渠道。二是超市发展时期,从上世纪90年代中期以后,我国生鲜农产品零售业态发生变革,在农贸市场的基础上又出现了超市这一新型生鲜农产品零售终端。三是生鲜农产品电子商务萌芽时期。中国电子商务研究中心监测数据显示,2014年全国生鲜电商交易规模达到260亿,相较于2013的130亿,整整增长100%。在发达国家,农产品的超市经营是农产品零售的一种主要形式,但在我国超市经营并没有像当初学者们预言地那样快速发展,其市场份额远低于农贸市场;另一方面,新的竞争对手已经出现,生鲜农产品电子商务虽然市场份额很低,但由于贴着互联网的标签,正处于投资的风口。在市场经济中,消费者行使着消费者主权,因此本文试图从消费者零售终端选择的视角,来解释我国生鲜农产品零售业态现状和演变,并探求生鲜农产品电子商务的发展前景。本文首先对生鲜农产品零售业态的发展进行了理论分析。在理论分析中,先对生鲜农产品零售业态的相关概念进行了界定,然后通过对生鲜农产品生产特性、消费特性和流通特性的分析,揭示了其区别于一般商品的特殊性;在此基础上运用有关零售业态的理论分析了影响生鲜农产品零售业态的主要因素;并就影响生鲜农产品消费选择的影响因素进行了专门的分析。然后对消费者零售终端选择行为进行了实证分析。在实证分析中,主要采用了问卷调查和描述性统计分析方法。调查和分析的主要内容包括两个方面:第一部分主要是调查消费者在选择生鲜农产品零售终端时的影响因素,生鲜农产品被分为三类:蔬菜、水果和鱼肉禽,零售终端为超市和农贸市场,从消费者的特征和影响因素解释农贸市场占优的原因;第二部分主要是调查消费者对网购生鲜农产品的态度看法以及网购意愿,并对有网购意愿的消费者所关心的因素进行了调查,指出了生鲜农产品电子商务发展的障碍。最后在总结研究结论的基础上,提出了相关的对策建议。
[Abstract]:Fresh agricultural products occupy a large proportion in the daily consumption of Chinese residents, and are the most basic consumer goods and main food sources except grain. For most urban residents, the purchase of fresh agricultural products is the most frequent consumption behavior, while retailers undertake to transfer fresh agricultural products from producers to consumers. For retailers, the pursuit of profit maximization is the most important goal, but also the basis for their survival and development. As an industry, under the market economy system, also has its inherent law of evolution. Since the reform and opening up to the outside world, great changes have taken place in the circulation system of agricultural products in China, which is reflected in the retail terminals that directly provide consumers with fresh agricultural products. It can be seen from the evolution of the format. First, during the period of the agricultural market, fresh agricultural products were first liberalized, and the agricultural market emerged as the times required. In the city, the agricultural market is the main channel for the circulation of agricultural products. The third is the embryonic period of e-commerce for fresh agricultural products. According to the monitoring data of China E-commerce Research Center, the scale of e-commerce transactions for fresh agricultural products reached 26 billion yuan in 2014, up 100% from 13 billion yuan in 2013. Product retail is a major form of retail, but in China's supermarket business is not as fast as the original scholars predicted, its market share is far lower than the farmer's market; on the other hand, new competitors have emerged, fresh agricultural products e-commerce market share is very low, but because of the label of the Internet, is in the investment. In the market economy, consumers exercise consumer sovereignty, so this paper attempts to explain the status and evolution of fresh agricultural products retail form the perspective of consumer retail terminal selection, and explore the development prospects of fresh agricultural products e-commerce. In the theoretical analysis, this paper defines the relevant concepts of fresh agricultural products retailing, and then reveals the particularity of fresh agricultural products which is different from general commodities by analyzing the production characteristics, consumption characteristics and circulation characteristics of fresh agricultural products; on this basis, it uses the theory of retailing to analyze the impact of fresh agricultural products retailing. The main factors affecting the consumption choice of fresh agricultural products are analyzed. Then the retail terminal choice behavior of consumers is empirically analyzed. In the empirical analysis, the questionnaire survey and descriptive statistical analysis are used. The main contents of the investigation and analysis include two aspects: first, the retail terminal choice behavior of consumers is analyzed. The second part mainly investigates the influencing factors of consumers in choosing the retail terminals of fresh agricultural products. Fresh agricultural products are divided into three categories: vegetables, fruits, fish, poultry, supermarkets and agricultural markets. The second part mainly investigates the reasons why consumers dominate the agricultural market from the characteristics and influencing factors of consumers. The attitudes and opinions of fresh agricultural products and their willingness to buy on-line are investigated. The factors concerned by consumers who have willingness to buy on-line are investigated. The obstacles to the development of e-commerce for fresh agricultural products are pointed out. Finally, the relevant countermeasures and suggestions are put forward on the basis of summarizing the conclusions of the study.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F323.7;F724.2

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