“奔跑鸡”绿色鸡蛋吉林市消费者购买影响因素研究

发布时间：2018-03-24 19:06

本文选题：奔跑鸡”绿色鸡蛋　切入点：绿色食品营销　出处：《吉林财经大学》2017年硕士论文

【摘要】：在我国国民的日常生活需求之中,鸡蛋作为一类营养丰富、价格相对较低的日常食品,具有食用对象广泛、老少皆宜的特点,随着市场的不断发展,人们对绿色产品的消费行为日益增多,绿色鸡蛋品牌层出不穷,但质量参差不齐。“奔跑鸡”绿色鸡蛋想要突破重围、得到人们认可进而实现企业的销售目标可谓困难重重。“奔跑鸡”绿色鸡蛋公司最近几年虽然销售总体逐年上升,但投入回报率却逐年下降,如何走出困境成为一大难题。因而本文将“奔跑鸡”绿色鸡蛋吉林市消费者购买影响因素研究作为研究题目,以消费者购买决策影响因素为研究角度,找出“奔跑鸡”绿色鸡蛋投入回报率下降的原因,并提出针对性营销建议。本研究旨在通过对“奔跑鸡”绿色鸡蛋吉林市消费者购买影响因素进行调查分析,针对发现的现状以及问题,在市场营销的理论基础和消费者购买决策营销因素的理论基础,利用定性访谈以及问卷调研等等的具有实证价值的调研方法,一方面随机选取300名消费者对“奔跑鸡”绿色鸡蛋消费者购买决策影响因素开展针对性的问卷调研,另一方面挑选具有代表性的15名绿色鸡蛋零售商来开展定性访谈,对得到的数据进行科学系统的统计和分析,以此找到能够影响“奔跑鸡”绿色鸡蛋消费者购买决策的影响因素。调研结果表明:消费者自身因素方面比如健康程度、年龄、受教育程度、经济收入等;产品自身因素方面比如产品价格、环境、品牌识别、服务等方面为“奔跑鸡”绿色鸡蛋消费者购买决策的影响因素。针对开展的调研结果,本文本文对“奔跑鸡”绿色鸡蛋的营销提出如下建议:一是基于消费者的普遍关注点开展产品研发;二是开展免费参观、不定期展示等促销活动;三是优化营销渠道;四是细分消费群体并提供不同价位产品。总之,本文在理论和实践这两方面的研究基础上,归纳并且总结出了影响“奔跑鸡”绿色鸡蛋消费者购买决策的因素,为“奔跑鸡”绿色鸡蛋的发展提供了帮助。
[Abstract]:Among the daily life needs of our people, eggs, as a kind of daily food with rich nutrition and relatively low price, have the characteristics of having a wide range of edible objects and suitable for all ages. With the continuous development of the market, People are increasingly consuming green products, green egg brands emerge in endlessly, but the quality is not uniform. "run chicken" green eggs want to break through the siege, It is difficult to get people to recognize and achieve the company's sales target. Although the sales of "run Chicken" Green Egg Company has been increasing in recent years, the return on investment has declined year by year. How to get out of the dilemma has become a big problem. Therefore, this paper takes the research on the influencing factors of consumer purchase in Jilin City of "running Chicken" as the research topic, taking the influencing factors of consumer purchase decision as the research angle. To find out the reasons of the decline of the green egg investment return rate of "running chicken", and put forward the targeted marketing suggestion. The purpose of this study is to investigate and analyze the influencing factors on the purchase of green egg in Jilin City, which is called "running chicken" green egg. In view of the current situation and problems found, in the theoretical basis of marketing and the theoretical basis of consumer purchase decision-making marketing factors, using qualitative interviews and questionnaire survey and other research methods with empirical value. On the one hand, 300 consumers were randomly selected to conduct a targeted questionnaire survey on the factors affecting the purchasing decisions of the green egg consumers. On the other hand, 15 representative green egg retailers were selected to conduct qualitative interviews. Statistics and analysis of the obtained data are carried out in a scientific system to find out the factors that can influence the purchasing decisions of the green egg consumers. The results show that the consumer's own factors, such as health, age, etc. Education level, economic income, factors of product itself, such as product price, environment, brand identification, service and so on, are the factors influencing consumer's purchase decision of "running chicken" green egg. This article puts forward the following suggestions to the marketing of "running chicken" green eggs: first, developing products based on the general concern of consumers; second, carrying out free visits, unscheduled display and other promotional activities; third, optimizing marketing channels; In short, on the basis of theoretical and practical research, this paper sums up and summarizes the factors that affect the purchasing decision of "running chicken" green egg consumers. For the "running chicken" green egg development to provide help.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F713.55

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