【摘要】：生鮮農(nóng)產(chǎn)品在我國居民日常消費中占有很大比重,是人們?nèi)粘Ｉ钪谐Z食外最基本的消費品和主要食物來源,對于大多數(shù)城市居民來說,生鮮農(nóng)產(chǎn)品購買是頻率最高的消費行為,零售商則承擔著把生鮮農(nóng)產(chǎn)品從生產(chǎn)者手中傳遞到消費者的最后一個環(huán)節(jié)的任務。對于零售商來說,追求利潤最大化是其最主要的目標,也是其生存和發(fā)展的基礎。而作為一個產(chǎn)業(yè)來說,在市場經(jīng)濟體制下,也有著其內(nèi)在的演變規(guī)律。但是對于政府來說,生鮮農(nóng)產(chǎn)品是關(guān)系到當?shù)孛裆奶厥庀M品,保障其優(yōu)質(zhì)低價、充足供應,并最大限度地方便消費者購買,是各地政府必須關(guān)注和解決的問題。改革開放以來,我國農(nóng)產(chǎn)品流通體制發(fā)生了巨大的變化,這也反映在直接提供消費者生鮮農(nóng)產(chǎn)品的零售終端上,這從生鮮農(nóng)產(chǎn)品零售業(yè)態(tài)的演變可以看出。一是農(nóng)貿(mào)市場時期,從1985年起,生鮮農(nóng)產(chǎn)品首先放開,農(nóng)貿(mào)市場應運而生,在城市中農(nóng)貿(mào)市場是農(nóng)產(chǎn)品流通的主渠道。二是超市發(fā)展時期,從上世紀90年代中期以后,我國生鮮農(nóng)產(chǎn)品零售業(yè)態(tài)發(fā)生變革,在農(nóng)貿(mào)市場的基礎上又出現(xiàn)了超市這一新型生鮮農(nóng)產(chǎn)品零售終端。三是生鮮農(nóng)產(chǎn)品電子商務萌芽時期。中國電子商務研究中心監(jiān)測數(shù)據(jù)顯示,2014年全國生鮮電商交易規(guī)模達到260億,相較于2013的130億,整整增長100%。在發(fā)達國家,農(nóng)產(chǎn)品的超市經(jīng)營是農(nóng)產(chǎn)品零售的一種主要形式,但在我國超市經(jīng)營并沒有像當初學者們預言地那樣快速發(fā)展,其市場份額遠低于農(nóng)貿(mào)市場;另一方面,新的競爭對手已經(jīng)出現(xiàn),生鮮農(nóng)產(chǎn)品電子商務雖然市場份額很低,但由于貼著互聯(lián)網(wǎng)的標簽,正處于投資的風口。在市場經(jīng)濟中,消費者行使著消費者主權(quán),因此本文試圖從消費者零售終端選擇的視角,來解釋我國生鮮農(nóng)產(chǎn)品零售業(yè)態(tài)現(xiàn)狀和演變,并探求生鮮農(nóng)產(chǎn)品電子商務的發(fā)展前景。本文首先對生鮮農(nóng)產(chǎn)品零售業(yè)態(tài)的發(fā)展進行了理論分析。在理論分析中,先對生鮮農(nóng)產(chǎn)品零售業(yè)態(tài)的相關(guān)概念進行了界定,然后通過對生鮮農(nóng)產(chǎn)品生產(chǎn)特性、消費特性和流通特性的分析,揭示了其區(qū)別于一般商品的特殊性;在此基礎上運用有關(guān)零售業(yè)態(tài)的理論分析了影響生鮮農(nóng)產(chǎn)品零售業(yè)態(tài)的主要因素;并就影響生鮮農(nóng)產(chǎn)品消費選擇的影響因素進行了專門的分析。然后對消費者零售終端選擇行為進行了實證分析。在實證分析中,主要采用了問卷調(diào)查和描述性統(tǒng)計分析方法。調(diào)查和分析的主要內(nèi)容包括兩個方面:第一部分主要是調(diào)查消費者在選擇生鮮農(nóng)產(chǎn)品零售終端時的影響因素,生鮮農(nóng)產(chǎn)品被分為三類:蔬菜、水果和魚肉禽,零售終端為超市和農(nóng)貿(mào)市場,從消費者的特征和影響因素解釋農(nóng)貿(mào)市場占優(yōu)的原因;第二部分主要是調(diào)查消費者對網(wǎng)購生鮮農(nóng)產(chǎn)品的態(tài)度看法以及網(wǎng)購意愿,并對有網(wǎng)購意愿的消費者所關(guān)心的因素進行了調(diào)查,指出了生鮮農(nóng)產(chǎn)品電子商務發(fā)展的障礙。最后在總結(jié)研究結(jié)論的基礎上,提出了相關(guān)的對策建議。
[Abstract]:Fresh agricultural products occupy a large proportion in the daily consumption of Chinese residents, and are the most basic consumer goods and main food sources except grain. For most urban residents, the purchase of fresh agricultural products is the most frequent consumption behavior, while retailers undertake to transfer fresh agricultural products from producers to consumers. For retailers, the pursuit of profit maximization is the most important goal, but also the basis for their survival and development. As an industry, under the market economy system, also has its inherent law of evolution. Since the reform and opening up to the outside world, great changes have taken place in the circulation system of agricultural products in China, which is reflected in the retail terminals that directly provide consumers with fresh agricultural products. It can be seen from the evolution of the format. First, during the period of the agricultural market, fresh agricultural products were first liberalized, and the agricultural market emerged as the times required. In the city, the agricultural market is the main channel for the circulation of agricultural products. The third is the embryonic period of e-commerce for fresh agricultural products. According to the monitoring data of China E-commerce Research Center, the scale of e-commerce transactions for fresh agricultural products reached 26 billion yuan in 2014, up 100% from 13 billion yuan in 2013. Product retail is a major form of retail, but in China's supermarket business is not as fast as the original scholars predicted, its market share is far lower than the farmer's market; on the other hand, new competitors have emerged, fresh agricultural products e-commerce market share is very low, but because of the label of the Internet, is in the investment. In the market economy, consumers exercise consumer sovereignty, so this paper attempts to explain the status and evolution of fresh agricultural products retail form the perspective of consumer retail terminal selection, and explore the development prospects of fresh agricultural products e-commerce. In the theoretical analysis, this paper defines the relevant concepts of fresh agricultural products retailing, and then reveals the particularity of fresh agricultural products which is different from general commodities by analyzing the production characteristics, consumption characteristics and circulation characteristics of fresh agricultural products; on this basis, it uses the theory of retailing to analyze the impact of fresh agricultural products retailing. The main factors affecting the consumption choice of fresh agricultural products are analyzed. Then the retail terminal choice behavior of consumers is empirically analyzed. In the empirical analysis, the questionnaire survey and descriptive statistical analysis are used. The main contents of the investigation and analysis include two aspects: first, the retail terminal choice behavior of consumers is analyzed. The second part mainly investigates the influencing factors of consumers in choosing the retail terminals of fresh agricultural products. Fresh agricultural products are divided into three categories: vegetables, fruits, fish, poultry, supermarkets and agricultural markets. The second part mainly investigates the reasons why consumers dominate the agricultural market from the characteristics and influencing factors of consumers. The attitudes and opinions of fresh agricultural products and their willingness to buy on-line are investigated. The factors concerned by consumers who have willingness to buy on-line are investigated. The obstacles to the development of e-commerce for fresh agricultural products are pointed out. Finally, the relevant countermeasures and suggestions are put forward on the basis of summarizing the conclusions of the study.
【學位授予單位】：南京農(nóng)業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F323.7;F724.2

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