摘要
不同地区、不同群体农产品渠道终端的选择行为具有多样性和动态性,尤其是近些年受到生鲜型超市的影响,居民的购买行为特征已经发生了很大的变化。本文利用Spss应用统计软件对武汉市居民生鲜农产品(蔬菜、水果、淡水产品和畜禽产品)消费的调查数据进行了实证研究,对生鲜农产品渠道终端选择的影响因素以及各自选择群体的属性和特征重新作了评估和分析,并结合项目组以往调查数据对其变化和发展趋势作了概述。
The customer purchase characteristics have changed a lot for the various and dynamic choosing behaviors of farm produce terminal channels for different customers in different areas, especially influenced by the supermarket in recent years. The paper analyzes the investigation data of inhabitant fresh food consumption in Wuhan by SPSS, demonstrates the influential factors on consumer to choose terminal channels of fresh food and analyzes the characteristics of the selected groups of “supermarket” and “terminal - market” again. And it also summarizes tbe changes and development trend according to the prior data. At last, it probes into the prospects of the way to “changing terminal - market to supermarket”, and concludes the prospective of farm products marketing channels.
出处
《商业经济与管理》
CSSCI
北大核心
2006年第1期46-52,共7页
Journal of Business Economics
基金
国家自然科学基金资助课题"农产品营销渠道绩效评价与整合研究"(70473027)
关键词
农产品
生鲜农产品
农贸市场
超市
farm products
fresh food
terminal- market
supermarket
