發(fā)布時(shí)間：2018-05-31 15:20

  本文選題：食用油 + 屬性偏好��； 參考：《曲阜師范大學(xué)》2017年碩士論文

【摘要】：隨著國(guó)民經(jīng)濟(jì)的快速發(fā)展,消費(fèi)者的生活水平逐步提高。中國(guó)絕大部分地區(qū)的消費(fèi)者已實(shí)現(xiàn)溫飽,正逐步向小康水平邁進(jìn)。十八大報(bào)告指出到2020年要全面建成小康社會(huì)。廣大人民群眾正從“吃得飽”到“吃得好”轉(zhuǎn)變。食用油作為人民日常生活的必需品,其食用量的多少能夠在很大程度上反映著人民生活水平的改變。市場(chǎng)上的食用油產(chǎn)品琳瑯滿目,各種食用油品質(zhì)良莠不齊。食用油具品牌、標(biāo)簽、產(chǎn)地、價(jià)格、包裝、重量、色澤、轉(zhuǎn)基因與否等屬性。總體來看食用油兼具信任品、經(jīng)驗(yàn)品和搜尋品等特征。消費(fèi)者對(duì)食用油的屬性偏好不一而足,但總有一些屬性為大多數(shù)消費(fèi)者所接受。因此,研究消費(fèi)者對(duì)這些屬性的偏好差異就變得非常有意義。食用油市場(chǎng)份額的爭(zhēng)奪漸趨白熱化,消費(fèi)者對(duì)食用油的屬性偏好影響著其選購(gòu)傾向,決定著其購(gòu)買行為。食用油的生產(chǎn)廠商應(yīng)了解消費(fèi)者對(duì)食用油的屬性偏好,生產(chǎn)適銷對(duì)路的食用油產(chǎn)品并努力提高產(chǎn)品質(zhì)量,得到消費(fèi)者的信賴與認(rèn)可,增加市場(chǎng)份額。所以,研究消費(fèi)者對(duì)食用油的屬性偏好具有學(xué)術(shù)價(jià)值和應(yīng)用價(jià)值。本文立足于西方消費(fèi)理論、消費(fèi)者行為理論、消費(fèi)者偏好理論等一系列比較成熟的學(xué)術(shù)理論,形成消費(fèi)者食用油屬性偏好的論述框架,采用網(wǎng)上問卷調(diào)查法和實(shí)地問卷調(diào)查等方法對(duì)山東省食用油消費(fèi)者的屬性偏好進(jìn)行調(diào)研,得到470個(gè)可靠樣本,而后,對(duì)樣本數(shù)據(jù)進(jìn)行描述性統(tǒng)計(jì)分析;之后,運(yùn)用層次分析法、熵權(quán)法分析、有序Logit模型定量分析研究,并進(jìn)行邊際分析。本文的一個(gè)創(chuàng)新點(diǎn)為,推導(dǎo)出普適的邊際效應(yīng)計(jì)算公式,為計(jì)算邊際效應(yīng)提供了一個(gè)強(qiáng)有力的工具。計(jì)量分析的結(jié)果顯示,消費(fèi)者對(duì)食用油安全關(guān)注度較高,消費(fèi)者對(duì)食用油的色澤極其關(guān)注,尤其偏好色澤明亮的食用油。消費(fèi)者對(duì)政府是信賴的,相信政府能夠解決好食用油安全問題;價(jià)格不再是影響消費(fèi)者對(duì)食用油消費(fèi)的首要因素;各年齡段的消費(fèi)者對(duì)食用油的標(biāo)簽(指質(zhì)量信息標(biāo)簽,下同)均偏好,而且消費(fèi)者傾向于偏好標(biāo)簽屬性;各年齡階段中的絕大多數(shù)消費(fèi)者對(duì)大品牌食用油更為偏好;相比于其他價(jià)格的食用油,消費(fèi)者更偏好于70元/5 L食用油。因此,食用油生產(chǎn)廠商應(yīng)制定不同的定價(jià)策略來滿足消費(fèi)者各種不同的需求,并且努力提升自身品牌的影響力,在保證食用油生產(chǎn)質(zhì)量的基礎(chǔ)上,合理使用營(yíng)銷策略與消費(fèi)者達(dá)到“雙贏”;政府應(yīng)制定切實(shí)可行的法律法規(guī),維護(hù)和規(guī)范好食用油市場(chǎng),相關(guān)部門應(yīng)加強(qiáng)監(jiān)管,各司其責(zé),各盡所能做好本職工作,使食用油市場(chǎng)健康、活躍發(fā)展。
[Abstract]:With the rapid development of the national economy, consumers' living standards have gradually improved. Most of China's consumers have achieved food and clothing, is gradually moving towards a well-off level. The report of the 18th National Congress pointed out that a well-off society should be built in an all-round way by 2020. The broad masses of the people are changing from "eating well" to "eating well." Edible oil, as a necessity of people's daily life, can reflect the change of people's living standard to a great extent. Edible oil products on the market, a variety of edible oil quality intermingled. Edible oil brand, label, origin, price, packaging, weight, color, genetically modified or not. Generally speaking, edible oil has the characteristics of trust, experience and search. Consumers prefer edible oil attributes, but some properties are accepted by most consumers. Therefore, the study of consumer preference for these attributes becomes very meaningful. The scramble for market share of edible oil is becoming more and more intense, and consumers' attribute preference to edible oil affects their purchasing tendency and behavior. The producer of edible oil should understand the attribute preference of consumers, produce marketable edible oil products and strive to improve the quality of the products, get the trust and recognition of consumers, and increase market share. Therefore, it has academic value and application value to study the attribute preference of consumers to edible oil. Based on a series of mature academic theories, such as western consumption theory, consumer behavior theory and consumer preference theory, this paper forms the framework of consumer edible oil attribute preference. The online questionnaire survey and field survey were used to investigate the attribute preference of edible oil consumers in Shandong Province, and 470 reliable samples were obtained. Then, the sample data were analyzed by descriptive statistics, and then the analytic hierarchy process (AHP) was used. Entropy weight analysis, ordered Logit model quantitative analysis, and marginal analysis. One of the innovations in this paper is to deduce a universal formula for calculating the marginal effect, which provides a powerful tool for the calculation of the marginal effect. The results of econometric analysis show that consumers pay more attention to the safety of edible oil, and consumers pay great attention to the color of edible oil, especially the bright color of edible oil. Consumers trust the government and believe that the government can solve the problem of edible oil safety; that price is no longer the primary factor affecting consumers' consumption of edible oil; and that consumers of all ages label edible oil. The majority of consumers in all ages prefer big brands of edible oils, and consumers prefer 70 yuan / 5 L of edible oil over other prices. Therefore, edible oil manufacturers should formulate different pricing strategies to meet different needs of consumers, and strive to enhance their brand influence, on the basis of ensuring the quality of edible oil production. The reasonable use of marketing strategy can achieve a "win-win" for consumers; the government should formulate practical laws and regulations to maintain and standardize the edible oil market, and the relevant departments should strengthen supervision and control, and each department should be responsible for doing its own work as best as it can. Make edible oil market healthy and active development.
【學(xué)位授予單位】：曲阜師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.55

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本文編號(hào)：1960262