本文關(guān)鍵詞：哈薩克斯坦果蔬消費需求與購買渠道研究　出處：《新疆農(nóng)業(yè)大學》2015年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 哈薩克斯坦 果蔬 需求 消費習慣 營銷渠道

【摘要】：跟隨科學技術(shù)蓬勃發(fā)展,我國果蔬種植規(guī)模的不斷擴大,產(chǎn)量日益增加,果蔬過�，F(xiàn)象普遍存在,尋找更適合的市場已成為我國果蔬行業(yè)最大的挑戰(zhàn),而接壤我國新疆的哈薩克斯坦對果蔬類農(nóng)產(chǎn)品有很大的需求市場,是我國果蔬出口的最佳目標市場。本文理論研究和實證分析相結(jié)合,在宏觀分析哈薩克斯坦果蔬供求現(xiàn)狀的前提下,探討哈薩克斯坦居民果蔬消費習慣以及營銷渠道,試圖尋找中哈果蔬貿(mào)易合作空間和貿(mào)易發(fā)展的模式。對哈國阿斯塔納市、阿拉木圖市居民果蔬消費現(xiàn)狀進行實地調(diào)查,利用Probit Model和二元Logistic Model方法實證分析哈國城市果蔬消費群體的個性特征、購買行為特征以及消費觀念對消費者渠道選擇的影響,并分析哈國城市居民對中國果蔬渠道選擇行為及影響因素,試圖揭示哈國城市居民果蔬市場需求,進而提出我國向哈出口的政策建議。得出結(jié)論如下:哈薩克斯坦果蔬生產(chǎn)規(guī)模不大、產(chǎn)量不高、種類不多,果蔬市場以鮮品銷售為主,產(chǎn)品附加值低。果蔬總供給量在增加,進出口量有所波動,消費需求增長,對果蔬進口的依賴性很大。我國果蔬企業(yè)可以引導可使哈國居民消費需求發(fā)生變化,挖掘潛在需求。哈薩克斯坦果蔬生產(chǎn)分散,品種與數(shù)量上都無法滿足消費者需求,供貨、營銷渠道不完善,一直沿用較落后的經(jīng)營模式。集貿(mào)市場和大型超市是哈國城市居民購買果蔬的主要渠道,果蔬價格偏高,因此果蔬消費支出比較大。哈國果蔬進口量多、結(jié)構(gòu)簡單,我國果蔬在哈銷售份額大、價格高、尤其反季節(jié)價格翻倍。此外,訪談及觀察得知,哈國消費者對中國果蔬質(zhì)量安全提出質(zhì)疑,被訪者認為中國果蔬外觀漂亮,給餐桌增光,但濫用化學藥品,吃用不放心。對策建議:提高果蔬質(zhì)量、適度增加出口量,注重反季節(jié)出口,減少海關(guān)壁壘、加快鮮活果蔬通關(guān)速度,加強對哈國果蔬市場的調(diào)查研究,進步了解哈薩克斯坦果蔬市場,適應哈國果蔬營銷渠道,在此基礎上,在哈薩克斯坦開拓中國特色的新果蔬營銷渠道,并擴大向哈的果蔬出口。
[Abstract]:With the rapid development of science and technology, the growing scale of fruit and vegetable planting in China, increasing production, fruit and vegetable surplus phenomenon generally exists, finding a more suitable market has become the biggest challenge of the fruit and vegetable industry in China. Kazakhstan, bordering Xinjiang, has a large demand market for fruits and vegetables, which is the best target market for the export of fruits and vegetables. This paper combines theoretical research with empirical analysis. On the premise of macroscopically analyzing the present situation of fruit and vegetable supply and demand in Kazakhstan, this paper probes into the consumption habits and marketing channels of fruits and vegetables of Kazakh residents. This paper tries to find out the space of Sino-Kazakh fruit and vegetable trade cooperation and the pattern of trade development. It makes a field investigation on the consumption of fruits and vegetables among residents of Astana and Almaty. Probit Model and binary Logistic Model were used to analyze the characteristics of fruit and vegetable consumption groups in Harbin. The influence of purchasing behavior and consumption concept on the choice of consumers' channel is analyzed. The influence factors of the choice of Chinese fruit and vegetable channel are analyzed to reveal the market demand of fruit and vegetable for the urban residents of Kazakhstan. The conclusions are as follows: the production scale of fruits and vegetables in Kazakhstan is not large, the output is not high, there are not many kinds, and the market of fruits and vegetables is dominated by the sale of fresh products. The added value of products is low. The total supply of fruits and vegetables is increasing, the import and export volume is fluctuating, the consumption demand is increasing, and the dependence on the import of fruit and vegetables is very large. Chinese fruit and vegetable enterprises can lead to the change of consumption demand of Kazakh residents. Mining potential demand. Kazakhstan production of fruits and vegetables scattered, variety and quantity can not meet consumer demand, supply, marketing channels are not perfect. Market markets and large supermarkets are the main channels for urban residents to buy fruits and vegetables. The prices of fruits and vegetables are on the high side, so the consumption expenditure of fruits and vegetables is relatively large. The structure is simple, our country fruit and vegetable sales share in Kazakhstan is large, the price is high, especially the off-season price doubles. In addition, the interview and observation shows that the Kazakh consumers question the quality and safety of Chinese fruits and vegetables. The interviewees thought that the appearance of Chinese fruits and vegetables was beautiful, which increased the appearance of Chinese fruits and vegetables, but the abuse of chemicals was not assured. The countermeasures and suggestions were to improve the quality of fruits and vegetables, increase the export volume moderately, pay attention to the off-season export, and reduce the customs barriers. Speed up the customs clearance of fresh fruits and vegetables, strengthen the investigation and research on the fruit and vegetable market in Kazakhstan, improve understanding of the fruit and vegetable market in Kazakhstan, adapt to the fruit and vegetable marketing channels of Kazakhstan, on this basis. In Kazakhstan to open up new Chinese characteristics of fruit and vegetable marketing channels and expand the export of fruits and vegetables to Kazakhstan.
【學位授予單位】：新疆農(nóng)業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F733.61

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