上海市居民对多宝鱼购买意愿研究

发布时间：2018-06-27 12:57

本文选题：上海市居民 + 多宝鱼　；参考：《上海海洋大学》2017年硕士论文

【摘要】：多宝鱼作为一种优良的食用水产品,在业界又被称作大菱鲆鱼。是鲽形目、鲆科的一种,国外通常称其为欧洲比目鱼。多宝鱼是一种肉质鲜美,营养价值极高的水产品。自从上世纪九十年代国内从外国引进后,经过长期的迅猛发展,其产业已经成为国内水产品的支柱产业。多宝鱼具有非常典型的特征,它的生长速度较快,长到可供销售的成鱼仅需一年的时间,投资价值相对较高,所以人们青睐于养殖多宝鱼。随着国内多宝鱼养殖行业快速发展再加上人工育苗技术的改进以及养殖模式工厂化程度的加深,一定程度上提升了多宝鱼养殖业在市场上核心竞争力,增大了多宝鱼养殖业在水产品市场上份额。尽管如此,多宝鱼市场与完全竞争市场仍然存在较大差异,主要体现在多宝鱼市场不具备完全信息对称。多宝鱼养殖单位忽视了市场销售调研活动的重要性,无法迎合消费者的需求。在其发展的阶段内,尽管存在大量与经济转型的引发问题相关的研究,但这些研究还是忽视了“消费者”这一最为突出显著、影响力最大的因素。与此同时,笔者查阅相关文献发现现有的文献对多宝鱼类的产业的研究主要是基于此产业当下的发展现状、养殖的专业技巧、市场的需求量以及食品安全,其中消费者关注度最大的方面为食品安全。调研对象以供给方居多,调查内容多为对养殖现状的总结、养殖问题的探讨、与市场价格、产品质量相关,从整体上看,国内研究在鲆鲽类水产品的消费者购买意愿这块相对欠缺。但随着我国多宝鱼养殖业的迅猛发展,及对市场参与度的需要,研究消费者购买意愿将会对多宝鱼产业的发展带来有力影响,也有助于找到进一步健康发展多宝鱼消费市场的对策与建议。因此笔者认为:要充分挖掘多宝鱼的消费需求潜力,不断扩大需求量,这就需要对消费者购买意愿的研究进行更多的探讨。并且从多个角度全方面分析消费者对多宝鱼购买意愿的影响因素。俗话说,靠山吃山,靠海吃海,地处于上海和黄浦江沿岸的居民自古以来就有食用海产品的习惯,鲆鲽类水产品属于食用海产品种类之一,在上海等地的水产品在市场中占有重要的地位,深受消费者青睐。其中最为突出的是多宝鱼,在上海餐厅中的消费份额中占有大部分比重。但前几年对鲆鲽类水产品抽查发现其中含有大量有害物质,这严重影响了它在消费者心中的地位。为了指导多宝鱼及鲆鲽类产品在上海的销售,本文通过了解现实的消费趋势期望完成上述目标。特通过选择上海市不同区域的消费者作为调查对象,进行了问卷调研,获取了207份有效问卷。国内缺少针对消费者的角度对多宝鱼市场销售情况的研究,与之相关的市场调查也不够完善,尤其是有关多宝鱼的消费者调查数据非常少。本文通过理论结合实践的方式,从对上海市居民的调查出发,深入解析目前上海水产品的市场状态,采用问卷调查方式,获取现实数据,并采用STATA统计分析软件对获取的数据进行分析,对目前影响上海市居民多宝鱼购买意愿的主要因素进行考察研究,最后将研究结果作为理论依据,针对上海水产品市场的持续健康发展给予全方位的建议。全文共六章。第一章,引言:介绍选题背景与意义、问题提出及研究目标、研究方案与技术路线,以及论文结构安排。第二章,文献综述部分包括:消费者购买意愿相关文献总结、整理、回顾、分析。主要回顾国内外学者关于消费者购买意愿与多宝鱼购买意愿的研究成果,对现有内容进行分析,通过找出目前研究的不足,为后续的一系列研究做铺垫。第三章,上海市居民多宝鱼购买意愿理论分析框架:首先对消费者购买意愿的相关理论进行阐述,并根据文章的具体内容进行相应分析。为下文的研究奠定理论基础。其次结合相关理论基础描述上海市居民多宝鱼购买决策过程,然后根据模型,从消费者、产品和消费环境三个方面设计研究变量。第四章,上海市居民对多宝鱼购买意愿实证研究:通过分析,选取上海的三个区域进行研究,这三个区域都有很强的代表性,分别是徐汇区、杨浦区与浦东新区,在这三个区域的各类销售地点进行研究,调查市民的购买意愿,其中有效问卷207份。在对收回的问卷进行初步处理后,根据调研数据分析,得出样本特征。同时通过构建二元logistic回归模型,运用Stata统计软件,从消费者特征因素、产品特征因素、消费环境因素3个方面实证分析了上海市居民对多宝鱼购买意愿的影响因素。得出:家庭中有老人与小孩的存在、“多宝鱼事件”、生鲜水产品购买渠道便利程度、在最常购多宝鱼的销售地难以买到多宝鱼时,是否愿意就近选择购买其他品种的鱼对上海市居民消购买多宝鱼具有显著的正面影响。居民家庭月收入水平、多宝鱼价格、对多宝鱼产业的了解、包装上的质量安全标识则与上海市居民购买多宝鱼呈现出不显著影响。最后对研究结果进行了归纳及讨论。第五章,全文总结与建议。第一,讨论分析上文并总结研究成果,第二,总结不足之处,及时采取相应的措施,以便对下一步工作,生产进行有效的指导。研究得出了如下主要结论:(1)家庭中弱势群体的存在一定程度上有助于消费者购买多宝鱼意愿的形成。(2)居民对于购买多宝鱼销售地点的依赖性。消费者青睐于选择相对便利的销售点购买多宝鱼。(3)多年前发生的多宝鱼事件使消费者对水产品的质量产生了怀疑,这在一定程度上提醒当下的多宝鱼产业要更加注重鱼类产品的质量问题。(4)上海市居民对多宝鱼产业现状了解度较低,对于多宝鱼的认知度不高,没有形成较强的饮食文化习惯。基于研究结论,提出了如下主要对策:(1)严格水产品销售各个环节的监督管制(2)强化销售渠道管理,开发潜在顾客(3)政府有关部门需要加大对水产品养殖过程的监管力度,完善水产品质量管理体系。(4)强化渔业企业的品牌意识,推进品牌营销运营。
[Abstract]:As a good edible aquatic product, turbot is also known as the turbot in the industry. It is a kind of flatfish, the family of Paralichthys, usually called the European soleus. Turbot is a delicious and highly nutritious aquatic product. Since the introduction from foreign countries in 90s of last century, it has undergone a long period of rapid development and its industry. Turbot has become the pillar industry of domestic aquatic products. It has a very typical characteristic, its growth speed is faster, the adult fish that can be sold is only one year and the investment value is relatively high, so people are favored to breed turbot. With the rapid development of domestic turbot farming industry and the improvement of artificial breeding technology As well as the deepening of the industrialization of the culture model, the core competitiveness of turbot breeding industry in the market has been raised to a certain extent, and the turbot market share in the aquatic products market is increased. However, there are still big differences between the turbot market and the complete competitive market, and the main reason is that the turbot market does not have complete information symmetry. Turbot units ignore the importance of marketing research activities and can not meet the needs of consumers. In the period of its development, although there are a large number of research related to the problems arising from the economic transformation, these studies have ignored the most prominent and influential factors of "consumers". It is found that the current literature on the industry of multi treasure fish is mainly based on the current development status of the industry, the professional skills of the culture, the demand for the market and the food safety, among which the most important aspect of the consumer is food safety. The discussion of the question of culture is related to the market price and the quality of the product. On the whole, the domestic research on the consumer purchase intention of the flounder water products is relatively deficient. However, with the rapid development of the turbot aquaculture industry and the needs of the market participation, the study of the consumer's purchase intention will be the development of the turbot industry. It is also helpful to find out the countermeasures and suggestions for the further healthy development of the turbot consumer market. Therefore, I think that it is necessary to explore the consumer demand potential of turbot and expand the demand, which requires more discussion on the study of the consumer's purchase intention. The influencing factors of the purchase intention of turbot. As the saying goes, the residents of Shanghai and Huangpu River have the habit of eating seafood since ancient times. The flounder aquatic products belong to one of the kinds of edible seafood, and the aquatic products in Shanghai and other places occupy an important position in the market and are favored by consumers. The most prominent of these is turbot, which occupies a large part of the consumption share in Shanghai restaurants. However, a few years ago, a spot check of flounder flounder water products found a large number of harmful substances, which seriously affected its status in the consumer's heart. To guide the sales of turbot and flounder products in Shanghai, this article through the understanding of the reality The consumption trend is expected to accomplish the above objectives. Through the selection of the consumers in different regions of Shanghai, 207 valid questionnaires are obtained. The domestic research on the marketing of turbot market is short of the consumer's perspective, and the related market survey is not perfect, especially about turbot. The consumer survey data of the consumer is very small. This paper, through the combination of theory and practice, analyzes the market status of Shanghai aquatic products from the investigation of Shanghai residents, uses questionnaire survey to obtain real data, and analyzes the obtained data by using STATA statistical analysis software, which affects the residents of Shanghai City at present. The main factors of turbot's purchase intention are investigated and studied. Finally, the research results are used as the theoretical basis for the sustainable and healthy development of the Shanghai aquatic product market. The full text has six chapters. Chapter 1, introduction: Introduction: introducing the background and significance of the topic, the question and research goal, the research scheme and technical route, and the paper. Structure arrangement. The second chapter, the literature review part includes: the consumer purchase intention related literature summary, collation, review, analysis. It mainly reviews the domestic and foreign scholars' research achievements on consumer purchase intention and turbot's purchase intention, analyzes the existing content, and finds out the shortcomings of the present research, and makes a series of research on the subsequent research. The third chapter, the theoretical analysis framework of Shanghai residents' purchase intention of turbot: first, the theory of consumer purchase intention is expounded, and the corresponding analysis is carried out according to the specific content of the article. The theoretical basis is laid for the following research. Secondly, the decision-making process of Shanghai residents' purchase of turbot is described in the light of the relevant theoretical basis. Then, the purchase decision process of the residents of Shanghai city is described. According to the model, the research variables are designed from three aspects of consumer, product and consumption environment. Fourth chapter, Shanghai residents' Empirical Study on the purchase intention of turbot: through analysis, select three regions of Shanghai to carry out research, these three regions have very strong representativeness, namely, Xuhui District, Yangpu District and Pudong New Area, in these three regions. All kinds of sales places are studied to investigate the willingness of the citizens to purchase, of which 207 valid questionnaires are available. After the preliminary treatment of the collected questionnaires, the sample characteristics are obtained according to the survey data analysis. At the same time, the two logistic regression model is constructed and the Stata statistical software is applied to the consumer characteristic factors, the product characteristics factors and the consumption environment. 3 aspects of Shanghai residents' influencing factors on the purchase intention of turbot are analyzed. It is concluded that there are the existence of the elderly and the children in the family, the turbot event, the convenience of the purchase channels of the fresh water products, and the willingness to buy the other varieties of fish near the most frequent purchase of turbot in the sale place of turbot. Shanghai residents buy turbot has a significant positive impact. Family monthly income level, turbot price, the understanding of the turbot industry, the quality and safety marking on the packaging and the Shanghai residents to buy turbot showed no significant impact. Finally, the research results were summarized and discussed. The fifth chapter, the full text summary and construction. First, we discuss and analyze the above and summarize the research results, second, summarize the shortcomings and take appropriate measures in time so as to guide the next work and production. The main conclusions are as follows: (1) the existence of disadvantaged groups in the family will contribute to the formation of consumers' willingness to buy turbot to a certain extent. (2) residents The dependence on the place of buying turbot sales. Consumers prefer to choose a relatively convenient point of sale to buy turbot. (3) the turbot incident that happened many years ago caused consumers to doubt the quality of aquatic products, to a certain extent, to remind the present turbot industry to pay more attention to the quality of fish products. (4) Shanghai City residents have low understanding of the status of turbot industry, not high awareness of turbot and no strong eating culture habits. Based on the research conclusions, the following main countermeasures are put forward: (1) strict supervision and control of each link of the sale of aquatic products (2) strengthening the management of sales canal, developing potential customers (3) government departments concerned need to add It is necessary to strengthen the supervision of aquatic products breeding process and improve the quality management system of aquatic products. (4) strengthen the brand awareness of fishery enterprises and promote the operation of brand marketing.
【学位授予单位】：上海海洋大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F713.55

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