摘要
为对西宁市蔬菜市场进行有效细分,通过问卷调查,辅以一对一访谈,收集了蔬菜消费者在人口统计和购买行为上的数据资料,以消费者对蔬菜的各种关注因素作为核心变量,采用聚类分析方法将西宁市蔬菜市场进行细分。结果表明,西宁市蔬菜市场可细分为质量型、体验型、价格公平型3个市场,但各细分市场之间的人口统计特征差异度较小,蔬菜产品仍然保持在初级农产品的同质化市场阶段,稳定的、品牌化的高端绿色、有机蔬菜市场在西宁尚未成型。最后结合各细分市场的特征提出了相应的营销策略。
In order to effectively segment vegetable market in Xining City,using questionnaire investigation and one-on-oneinterview,population statistical data and purchase behavior of vegetable consumers were collected. Then,regarding factors which consumers focus on vegetables as the key variables,cluster analysis method was adopted to segment vegetable market for three types： quality-oriented,experience consumer,fair price type. However,the difference degree of demographic characteristics of the variousmarket segments is small,vegetable products market remained in thehomogenization market stage of primary agricultural product. Besides,stable,branded and high-end green,organic vegetable market has not formed in Xining. Finally combining with the characteristics of market segments,corresponding marketing strategies are proposed.
出处
《安徽农业科学》
CAS
2015年第7期348-351,共4页
Journal of Anhui Agricultural Sciences
基金
国家自然科学基金项目"价格波动下耐储果蔬农产品供应链鲁棒优化研究"(71103102)
青海省社会科学规划项目"青海农牧民合作经济组织市场对接机制与模式研究"(11008)
关键词
蔬菜市场
聚类分析
购买行为
方差分析
Vegetable market
Cluster analysis
Purchase behavior
Variance analysis
