本文關(guān)鍵詞：哈薩克斯坦果蔬消費(fèi)需求與購(gòu)買(mǎi)渠道研究　出處：《新疆農(nóng)業(yè)大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

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【摘要】：跟隨科學(xué)技術(shù)蓬勃發(fā)展,我國(guó)果蔬種植規(guī)模的不斷擴(kuò)大,產(chǎn)量日益增加,果蔬過(guò)�，F(xiàn)象普遍存在,尋找更適合的市場(chǎng)已成為我國(guó)果蔬行業(yè)最大的挑戰(zhàn),而接壤我國(guó)新疆的哈薩克斯坦對(duì)果蔬類(lèi)農(nóng)產(chǎn)品有很大的需求市場(chǎng),是我國(guó)果蔬出口的最佳目標(biāo)市場(chǎng)。本文理論研究和實(shí)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(fèi)習(xí)慣以及營(yíng)銷(xiāo)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(duì)哈國(guó)阿斯塔納市、阿拉木圖市居民果蔬消費(fèi)現(xiàn)狀進(jìn)行實(shí)地調(diào)查,利用Probit Model和二元Logistic Model方法實(shí)證分析哈國(guó)城市果蔬消費(fèi)群體的個(gè)性特征、購(gòu)買(mǎi)行為特征以及消費(fèi)觀念對(duì)消費(fèi)者渠道選擇的影響,并分析哈國(guó)城市居民對(duì)中國(guó)果蔬渠道選擇行為及影響因素,試圖揭示哈國(guó)城市居民果蔬市場(chǎng)需求,進(jìn)而提出我國(guó)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(lèi)不多,果蔬市場(chǎng)以鮮品銷(xiāo)售為主,產(chǎn)品附加值低。果蔬總供給量在增加,進(jìn)出口量有所波動(dòng),消費(fèi)需求增長(zhǎng),對(duì)果蔬進(jìn)口的依賴(lài)性很大。我國(guó)果蔬企業(yè)可以引導(dǎo)可使哈國(guó)居民消費(fèi)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(wú)法滿(mǎn)足消費(fèi)者需求,供貨、營(yíng)銷(xiāo)渠道不完善,一直沿用較落后的經(jīng)營(yíng)模式。集貿(mào)市場(chǎng)和大型超市是哈國(guó)城市居民購(gòu)買(mǎi)果蔬的主要渠道,果蔬價(jià)格偏高,因此果蔬消費(fèi)支出比較大。哈國(guó)果蔬進(jìn)口量多、結(jié)構(gòu)簡(jiǎn)單,我國(guó)果蔬在哈銷(xiāo)售份額大、價(jià)格高、尤其反季節(jié)價(jià)格翻倍。此外,訪談及觀察得知,哈國(guó)消費(fèi)者對(duì)中國(guó)果蔬質(zhì)量安全提出質(zhì)疑,被訪者認(rèn)為中國(guó)果蔬外觀漂亮,給餐桌增光,但濫用化學(xué)藥品,吃用不放心。對(duì)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(qiáng)對(duì)哈國(guó)果蔬市場(chǎng)的調(diào)查研究,進(jìn)步了解哈薩克斯坦果蔬市場(chǎng),適應(yīng)哈國(guó)果蔬營(yíng)銷(xiāo)渠道,在此基礎(chǔ)上,在哈薩克斯坦開(kāi)拓中國(guó)特色的新果蔬營(yíng)銷(xiāo)渠道,并擴(kuò)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(xué)位授予單位】：新疆農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F733.61

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