上海市秋刀鱼消费者购买行为影响因素及营销对策研究

发布时间：2018-03-25 14:37

本文选题：秋刀鱼　切入点：上海　出处：《上海海洋大学》2017年硕士论文

【摘要】：秋刀鱼捕捞技术相对简单,渔获效率较高,目前已成为一种极具开发价值的鱼种。伴随着远洋渔业对秋刀鱼捕捞的重视,中国大陆和台湾省从事捕捞秋刀鱼的船只数量大幅增加,我国秋刀鱼捕捞量创历史新高。随着秋刀鱼产量的增加,加快秋刀鱼市场的建立和完善成为目前发展秋刀鱼产业的当务之急。随着中日两国饮食文化的相互交流,日式料理方式已成为国内年轻消费者时尚潮流的代表。在这样的背景下,秋刀鱼国内消费量也有了一定程度的增长,逐渐成为国内消费者经常食用的远洋水产品之一。上海是全国人口密度最大的省份之一,上海人爱吃鱼,有着悠久的历史。上海的简称“沪”就是一种捕鱼工具;上海也是我国最早放开水产品统购统销政策的城市之一。这些年,由于市民的营养、健康、安全意识的加强,相对于猪、牛、羊肉,水产品更营养更美味更安全,以前“无鱼不成宴”,现在上海人更爱吃鱼,水产品在上海市民菜篮子中的地位进一步提高,水产品的消费量节节攀升。庞大的交易量和消费量,上海自然就成了全国的水产交易中心之一,为此,也吸引了来自全国各地乃至国外的水产经销商。据不完全统计,上海的水产经销商,大大小小近4000家,而在上海和水产相关的协会、商会,也有10多家,上海的专业水产市场和综合农产品市场中水产批发有一定规模的有11家之多。因此,上海在秋刀鱼产业经济发展战略布局中具有重要地位。2016年4月27日,中国远洋渔业协会在重庆市组织召开了2015年度远洋鱿钓、秋刀鱼等渔业发展总结交流暨专业培训会议。会议要求,工作组在完成大会审议通过的年度工作计划时,根据形势发展需要,要突出重点做好以下工作:一是要按照农业部“渔业要转方式,调结构,规范有序发展”的要求,扎实工作,在稳定鱿钓渔业规模的同时,重视渔场、渔业品质、管理等方面的结构调整,强调国际履约、行业规范,争取通过十三五时期的五年时间,真正实现鱿钓、秋刀鱼渔业的转型升级;二是加快转变现代经营理念,重点抓好市场品牌建设和科学技术指导。目前影响鱿钓、秋刀鱼渔业稳定发展最大因素是市场。会议要求,各企业要按照当前供给侧改革的要求,群策群力,重视产品的增值效应,与工作组一道提高对产业链建设的认识,加大市场开发;要培育和打造鱿鱼产品“优质、纯天然”的知名品牌,提高在国际水产品市场中的美誉度的实际需要。因此,转变传统的“只重视渔场,不重视市场”的观念,摆脱“光会捕鱼,不会卖鱼”局面,充分了解秋刀鱼消费情况,刺激秋刀鱼产品的消费成为促进秋刀鱼产业经济增长的有效手段。本研究以上海市居民为研究对象,采用问卷调查法、实地走访调查法,对上海市居民秋刀鱼消费者进行了调查。本研究分为五个部分,第一部分阐述了选题的背景意义、研究内容和方法以及主要思路。第二部分阐述了水产品概念、消费者相关概念、秋刀鱼概况、相关基础理论以及对消费者购买行为的影响因素和消费者购买行为的研究方法相关研究进行了回顾和简单评述。第三部分对上海市居民秋刀鱼消费的基本情况进行调研,正式调研中回收到268份有效问卷,通过描述性统计分析,得出以下结论:(1)消费者对于秋刀鱼的消费已经建立了一定的基础;(2)秋刀鱼消费大多数属于计划性购买;(3)春季购买或食用秋刀鱼的消费者较少,夏季较多;(4)目前秋刀鱼价格普遍较低;(5)上海市秋刀鱼消费者的消费频率并不高;(6)影响上海市居民食用秋刀鱼的原因是多种多样的,其中烹饪味道、新鲜程度为主要原因;(7)秋刀鱼的购买方式仍然以传统的销售渠道为主,且消费者对各渠道对应的价格感受比较合理;(8)促销手段在秋刀鱼销售应用上几乎很难看到。第四部分借助SPSS13.0统计软件因子分析,利用调研数据结果,对上海市居民秋刀鱼消费行为全面探究分析,并得出以下结论:从17个因子中提取的4个主因子,并且基于市场营销学中的4P理论对4个因子进行解释,解释结果为渠道因子和促销因子、价格因子、产品因子1、产品因子2,因此应提高对渠道方面的重视程度。第五部分根据调查和计量统计分析得出的结论,为秋刀鱼销售企业提供一些营销对策建议。
[Abstract]:Saury fishing fishing technology is relatively simple, high efficiency, has become a very valuable species. With the development of the importance of fishing saury deep-sea fishing, Chinese, and Taiwan Province, the number of fishing vessels engaged in saury increased significantly, China's record of saury fishing. With the increase of saury production, speeding up the establishment and improvement of industry development has become the saury saury market with a pressing matter of the moment. The mutual exchange between China and Japan in the diet culture, Japanese cuisine has become the fashion trend of the domestic young consumers representative. In this context, saury domestic consumption also has a certain degree of growth, gradually become one of the domestic consumers often eat ocean aquatic products. Shanghai is one of the provinces of the country's largest population density, Shanghai people like to eat fish, has a long history. Shanghai Jane said" Shanghai is a fishing tool; one of the earliest product purchase and sale policy of boiling water on Shanghai is the city of our country. These years, because of the public health, nutrition, strengthen, relative to the pig, cow, lamb security awareness, aquatic products more nutritious and more delicious and more safety, before "no fish is not a feast. Now the people of Shanghai were more likely to eat fish, the status of aquatic products in Shanghai public basket to further improve the consumption of aquatic products has been rising. The huge trading volume and consumption, Shanghai has become one of the country's aquatic product trading center, therefore, also attracted from all over the country and even abroad. According to the aquatic products distributors incomplete statistics, Shanghai aquatic products distributors, large and small, nearly 4000, while in Shanghai and Fisheries Association, chamber of Commerce, also has more than 10, Shanghai professional aquatic market and agricultural products market in aquatic products wholesale a certain scale of 11 Much. Therefore, Shanghai has an important position in April 27th.2016 in the layout of the economic development strategy of saury industry, Chinese Ocean Fisheries Association in Chongqing City, organized the 2015 annual long-range fishing, saury fishery development and summary and professional training meeting. Meeting the requirements of the working group to consider the annual work plan in complete assembly when, according to the development needs of the situation, to highlight the focus on the following: first, according to the Ministry of Agriculture Fisheries to transfer mode, adjust the structure, orderly development "requirements, solid work, stable in squid jigging fishery scale at the same time, pay attention to fisheries, fisheries management and other aspects of quality, structure adjustment, emphasis on international performance in 13th Five-Year, industry standards, strive for the period of five years, realize the transformation and upgrading of the squid fishing, saury fishery; two is to accelerate the transformation of modern business philosophy, focus on brand building A science and technology guidance. Currently affecting the jigging, saury fishery and stable development of market. The biggest factor is meeting the requirements of the enterprises to work together in accordance with the current supply side reform requirements, pay attention to product value-added effect, and a working group to improve the construction of the industrial chain of knowledge, to cultivate and increase market development; create a squid products "quality, pure natural" well-known brands, improve the actual needs in the international market of aquatic products in reputation. Therefore, to change the traditional "only attach importance to fisheries, do not pay attention to market" concept, get rid of "light fish, the fish will not sell" situation, to fully understand the saury consumption, stimulate saury consumer products become effective means of promoting the economic growth of the saury industry. In this study, taking Shanghai city residents as the research object, using the method of questionnaire survey, on-the-spot investigation, the Shanghai city residents consumption saury Were investigated. This study is divided into five parts, the first part describes the background and significance, research contents and methods and main ideas. The second part describes the concept of aquatic products, consumer concepts, saury related research overview, basic theory and method of impact on consumer purchase behavior and Consumer Factors purchase behavior is reviewed and commented. The third part is the basic research of Shanghai city residents consumption saury, collected 268 valid questionnaires in the formal survey, through descriptive statistical analysis, draw the following conclusions: (1) the consumer for saury has established certain foundation; (2) autumn most of the planned purchase of consumer saury; (3) the spring saury consumers buy or eat less, more in summer; (4) at present, saury prices generally lower; (5) the autumn knife in Shanghai City Fish consumption frequency of consumers is not high; (6) the impact of Shanghai city residents eat saury is varied, including cooking flavor, freshness is the main reason; (7) the purchase of saury is still in the traditional sales channels, and each channel of the corresponding consumer price perception is more reasonable; (8) promotions can hardly see in saury sales application. The fourth part uses SPSS13.0 statistical analysis software factor, data from the investigation results, a comprehensive exploration of saury consumer behavior in Shanghai city analysis, and draws the following conclusions: 4 main factors extracted from 17 factors, and a factor of 4 to explain the marketing in the 4P based on the theory of interpretation of the results for the channel factor and promotion factor, price factor, product factor 1, factor 2 products, so we should improve on the extent of the channel. The fifth part according to the regulation Analysis and check statistical conclusions, provide some marketing suggestions for saury sales enterprises.

【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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