摘要
基于对城市居民的问卷调查数据,从总体、性别、年龄、收入、区域等5个方面描述分析了我国城市居民茶叶消费的产品结构现状,并用多分类离散选择模型(MNL)实证测度了影响茶叶消费产品结构性差异的主要因素,回答了茶产业内生产者和管理者一直关注的"大家都在喝什么茶"的问题,可为我国茶产业产品开发、市场营销策略制定提供参考依据。
Based on the data collected through the questionnaire surveys to urban residents, the current product structure situation of the Chinese urban residents＇ tea consumption were described and analyzed in terms of total population, gender, age, level of income and location. Then Tea product preferences of urban residents and its influencing factors were measured using the muhinomial discrete choice model （MNL）. Meanwhile, this article responded what tea the customers were drinking, which was always paid attention by producers and manag- ers in tea industry. The conclusion could afford references for the Chinese tea industry＇s product development and the marketing strategies.
出处
《中国食物与营养》
2013年第10期36-41,共6页
Food and Nutrition in China
基金
国家现代农业(茶叶)产业技术体系(CARS-23)建设专项资金
关键词
城市居民
茶叶消费
产品偏好
影响因素
urban resident
tea consumption
product preferences
influencing factor
