本文選題：地理標志農(nóng)產(chǎn)品 + 消費者認知　； 參考：《沈陽農(nóng)業(yè)大學》2017年碩士論文

【摘要】：隨著我國經(jīng)濟社會的發(fā)展,人們生活水平的提高,消費者對食品質(zhì)量安全日益關注。有關部門對農(nóng)產(chǎn)品的質(zhì)量認證的"三品一標"可以在一定程度上作為消費者認知和購買的參考依據(jù)。其中的地理標志農(nóng)產(chǎn)品產(chǎn)自特定地域的自然生態(tài)和人文歷史環(huán)境中,其所特有的質(zhì)量、信譽并經(jīng)審核批準以地理名稱進行命名的農(nóng)產(chǎn)品,因此越來越成為消費者的消費首選。消費者認知理論認為在現(xiàn)實的消費者購買決策過程中,其行為受到主觀認知的影響,即消費者認知在一定程度上影響并決定其購買決策行為。本文選取在沈陽居住一年以上的223名消費者為調(diào)研對象,通過回顧文獻和設計問卷,調(diào)查了解消費者對沈陽市目前已申請注冊的18個地理標志農(nóng)產(chǎn)品的認知狀況,通過實證的方法檢驗影響地理標志農(nóng)產(chǎn)品消費者認知的顯著性因素,并找出消費者認知中存在的問題,在此基礎上提出進一步發(fā)展地理標志農(nóng)產(chǎn)品的對策建議。研究內(nèi)容主要包括:第一章為緒論部分,主要闡述研究背景及意義、研究目標、研究內(nèi)容、研究方法、技術(shù)路線以及相關概念界定。第二章為理論基礎及研究綜述,以消費者認知理論和信息不對稱理論為理論基礎,對地理標志農(nóng)產(chǎn)品內(nèi)涵、品牌、價值和作用、消費者對地理標志農(nóng)產(chǎn)品認知和認知的影響因素進行了文獻回顧并綜述。第三章為沈陽市地理標志農(nóng)產(chǎn)品發(fā)展概況,包括沈陽市基礎條件、沈陽市農(nóng)產(chǎn)品品牌發(fā)展概括,以及沈陽市地理標志農(nóng)產(chǎn)品分布及保護范圍。第四章為調(diào)查方案設計及描述性統(tǒng)計分析,包括消費者調(diào)查方案設計,樣本基本特征描述,調(diào)查數(shù)據(jù)描述性統(tǒng)計分析。第五章為地理標志農(nóng)產(chǎn)品消費者認知的影響因素分析,通過回歸分析,實證驗證消費者對地理標志農(nóng)產(chǎn)認知的顯著影響因素。第六章為研究結(jié)論、建議及不足。研究發(fā)現(xiàn),消費者對沈陽市地理標志農(nóng)產(chǎn)品的認知程度整體偏低,多種因素顯著影響消費者的認知,地理標志農(nóng)產(chǎn)品的品質(zhì)有待進一步提升。在此基礎上提出加大宣傳力度提高消費者認知度,重新進行市場定位,嚴格管理地理標農(nóng)產(chǎn)品質(zhì)量,保證產(chǎn)品的獨特性,推動地理標志農(nóng)產(chǎn)品品牌化等一系列發(fā)展對策建議。
[Abstract]:With the development of economy and society and the improvement of people's living standard, consumers pay more and more attention to food quality and safety. The "three products and one Standard" of the quality certification of agricultural products can be used as the reference basis for consumers' cognition and purchase to some extent. The geographical indication agricultural products are produced in the natural ecology and the humanities historical environment of the specific region, its unique quality, the prestige and after the examination and approval carries on the name by the geographical name agricultural product, therefore becomes the consumer's consumption first choice more and more. The theory of consumer cognition holds that in the process of consumers' purchase decision, their behavior is influenced by subjective cognition, that is, consumer cognition influences and decides their purchasing decision behavior to a certain extent. In this paper, 223 consumers who have lived in Shenyang for more than one year are selected as the research subjects. By reviewing the literature and designing questionnaires, we investigate the cognition of the 18 geographical indication agricultural products that have been registered in Shenyang at present. Through the empirical method to test the significant factors that affect the cognition of agricultural products, and to find out the problems in consumer cognition, and then put forward the countermeasures and suggestions for further development of geographical indication agricultural products. The main contents of the study are as follows: the first chapter is the introduction part, which mainly describes the background and significance of the research, research objectives, research content, research methods, technical routes and the definition of related concepts. The second chapter is the theoretical basis and research review, based on consumer cognitive theory and information asymmetry theory, to the connotation, brand, value and function of geographical indication agricultural products. Consumers reviewed and reviewed the literature on the cognition and cognitive factors of geographical indication agricultural products. The third chapter is the general situation of the development of the geographical indication agricultural products in Shenyang, including the basic conditions of Shenyang, the brand development of agricultural products in Shenyang, as well as the distribution and protection scope of the geographical indications of agricultural products in Shenyang. The fourth chapter is the design of survey scheme and descriptive statistical analysis, including the design of consumer survey scheme, the description of the basic characteristics of samples, and the descriptive statistical analysis of survey data. The fifth chapter is the analysis of the factors influencing the cognition of the agricultural product consumers. Through the regression analysis, the paper empirically verifies the significant influencing factors of the consumers' cognition of the geographical indications of agricultural products. The sixth chapter is the research conclusion, the suggestion and the insufficiency. It is found that the cognition of the agricultural products with geographical indications in Shenyang is on the whole low, and many factors affect the cognition of the consumers, and the quality of the agricultural products of geographical indications needs to be further improved. On this basis, the author puts forward a series of development countermeasures and suggestions, such as increasing propaganda, improving consumer awareness, re-positioning the market, strictly managing the quality of geographical agricultural products, ensuring the uniqueness of products, and promoting the branding of geographical indication agricultural products.
【學位授予單位】：沈陽農(nóng)業(yè)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F323.5
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本文編號：1840410