本文選題：茶油 + 購買意愿��； 參考：《仲愷農(nóng)業(yè)工程學院》2016年碩士論文

【摘要】：2016年中央一號文件《關于落實發(fā)展新理念加快農(nóng)業(yè)現(xiàn)代化實現(xiàn)全面小康目標的若干意見》中指出在資源環(huán)境約束趨緊背景下,如何加快轉(zhuǎn)變農(nóng)業(yè)發(fā)展方式,確保糧食等重要農(nóng)產(chǎn)品有效供給,實現(xiàn)綠色發(fā)展和資源永續(xù)利用,是必須破解的現(xiàn)實難題。我國是糧油進口大國,特別是食用油長期以來缺口很大,食用油的進口依存度高達60%。隨著國際糧油價格的上漲壓力不斷加大,糧油市場供需矛盾不斷加劇,實現(xiàn)糧油長期供需平衡仍面臨著巨大的壓力。茶油,是世界四大木本油料之一,近年來,國家加大了對油茶產(chǎn)業(yè)發(fā)展的重視力度,油茶產(chǎn)業(yè)發(fā)展對緩解我國糧油安全問題發(fā)揮著重要作用。研究通過對廣東省茶油消費現(xiàn)狀及存在問題分析,提出廣東省油茶供不應求、居民食用油消費結構不合理、茶油消費受地域影響較大、茶油的消費受經(jīng)濟水平制約、茶油認知缺乏,市場需求不足等問題,接著對452位農(nóng)戶進行訪談調(diào)查,并建立Logistic模型對農(nóng)戶油茶種植的影響因素進行分析,研究發(fā)現(xiàn)性別、收入水平、消費者對茶油的了解程度、對健康關注程度、茶油口感的偏好、茶油品牌等因素對茶油購買意愿具有顯著的正向影響。在此基礎上,提出了依托科技,提高茶油產(chǎn)量;提高城鄉(xiāng)收入水平,擴大茶油市場消費;強化茶油質(zhì)量安全控制,提高茶油品質(zhì);加強研發(fā)力度,發(fā)展系列衍生產(chǎn)品;提高消費者認知,發(fā)掘市場潛力及產(chǎn)品綜合研發(fā)等對策建議。
[Abstract]:In the first document of the Central Committee of 2016, "some opinions on implementing the new concept of development, speeding up agricultural modernization and realizing the goal of overall well-off society", it is pointed out how to speed up the transformation of the mode of agricultural development in the context of the tightening of resource and environment constraints. To ensure the effective supply of important agricultural products such as grain and to realize green development and sustainable utilization of resources is a practical problem that must be solved. Our country is a big import country of grain and oil, especially edible oil has a long time gap, the import dependence of edible oil is as high as 60%. With the rising pressure of international grain and oil prices, the contradiction between supply and demand in grain and oil market is becoming more and more serious, and the long-term balance of grain and oil supply and demand is still facing great pressure. Tea oil is one of the four woody oilseeds in the world. In recent years, the state has increased the attention to the development of Camellia oleifera industry. The development of Camellia oleifera industry plays an important role in alleviating the security problems of grain and oil in China. Based on the analysis of the present situation and existing problems of tea oil consumption in Guangdong Province, it is pointed out that the consumption structure of edible oil in Guangdong Province is unreasonable, the consumption of tea oil is greatly affected by the region, and the consumption of tea oil is restricted by the economic level. Tea oil cognition is lack, market demand is insufficient and so on. Then 452 farmers are interviewed, and Logistic model is established to analyze the influencing factors of Camellia oleifera cultivation. The study finds out the gender and income level of Camellia oleifera cultivation. The degree of understanding of tea oil, the degree of attention to health, the taste preference of tea oil and the brand of tea oil have significant positive effects on tea oil purchase intention. On this basis, the paper puts forward to increase tea oil production by relying on science and technology, to improve the income level of urban and rural areas, to expand the consumption of tea oil market, to strengthen the quality and safety control of tea oil, to improve the quality of tea oil, to strengthen research and development, and to develop a series of derivative products. Improve consumer awareness, explore market potential and product R & D and other countermeasures.
【學位授予單位】：仲愷農(nóng)業(yè)工程學院
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F713.55;F323.7

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