本文選題：上海市居民 + 多寶魚�。� 參考：《上海海洋大學》2017年碩士論文

【摘要】：多寶魚作為一種優(yōu)良的食用水產(chǎn)品,在業(yè)界又被稱作大菱鲆魚。是鰈形目、鲆科的一種,國外通常稱其為歐洲比目魚。多寶魚是一種肉質(zhì)鮮美,營養(yǎng)價值極高的水產(chǎn)品。自從上世紀九十年代國內(nèi)從外國引進后,經(jīng)過長期的迅猛發(fā)展,其產(chǎn)業(yè)已經(jīng)成為國內(nèi)水產(chǎn)品的支柱產(chǎn)業(yè)。多寶魚具有非常典型的特征,它的生長速度較快,長到可供銷售的成魚僅需一年的時間,投資價值相對較高,所以人們青睞于養(yǎng)殖多寶魚。隨著國內(nèi)多寶魚養(yǎng)殖行業(yè)快速發(fā)展再加上人工育苗技術的改進以及養(yǎng)殖模式工廠化程度的加深,一定程度上提升了多寶魚養(yǎng)殖業(yè)在市場上核心競爭力,增大了多寶魚養(yǎng)殖業(yè)在水產(chǎn)品市場上份額。盡管如此,多寶魚市場與完全競爭市場仍然存在較大差異,主要體現(xiàn)在多寶魚市場不具備完全信息對稱。多寶魚養(yǎng)殖單位忽視了市場銷售調(diào)研活動的重要性,無法迎合消費者的需求。在其發(fā)展的階段內(nèi),盡管存在大量與經(jīng)濟轉型的引發(fā)問題相關的研究,但這些研究還是忽視了“消費者”這一最為突出顯著、影響力最大的因素。與此同時,筆者查閱相關文獻發(fā)現(xiàn)現(xiàn)有的文獻對多寶魚類的產(chǎn)業(yè)的研究主要是基于此產(chǎn)業(yè)當下的發(fā)展現(xiàn)狀、養(yǎng)殖的專業(yè)技巧、市場的需求量以及食品安全,其中消費者關注度最大的方面為食品安全。調(diào)研對象以供給方居多,調(diào)查內(nèi)容多為對養(yǎng)殖現(xiàn)狀的總結、養(yǎng)殖問題的探討、與市場價格、產(chǎn)品質(zhì)量相關,從整體上看,國內(nèi)研究在鲆鰈類水產(chǎn)品的消費者購買意愿這塊相對欠缺。但隨著我國多寶魚養(yǎng)殖業(yè)的迅猛發(fā)展,及對市場參與度的需要,研究消費者購買意愿將會對多寶魚產(chǎn)業(yè)的發(fā)展帶來有力影響,也有助于找到進一步健康發(fā)展多寶魚消費市場的對策與建議。因此筆者認為:要充分挖掘多寶魚的消費需求潛力,不斷擴大需求量,這就需要對消費者購買意愿的研究進行更多的探討。并且從多個角度全方面分析消費者對多寶魚購買意愿的影響因素。俗話說,靠山吃山,靠海吃海,地處于上海和黃浦江沿岸的居民自古以來就有食用海產(chǎn)品的習慣,鲆鰈類水產(chǎn)品屬于食用海產(chǎn)品種類之一,在上海等地的水產(chǎn)品在市場中占有重要的地位,深受消費者青睞。其中最為突出的是多寶魚,在上海餐廳中的消費份額中占有大部分比重。但前幾年對鲆鰈類水產(chǎn)品抽查發(fā)現(xiàn)其中含有大量有害物質(zhì),這嚴重影響了它在消費者心中的地位。為了指導多寶魚及鲆鰈類產(chǎn)品在上海的銷售,本文通過了解現(xiàn)實的消費趨勢期望完成上述目標。特通過選擇上海市不同區(qū)域的消費者作為調(diào)查對象,進行了問卷調(diào)研,獲取了207份有效問卷。國內(nèi)缺少針對消費者的角度對多寶魚市場銷售情況的研究,與之相關的市場調(diào)查也不夠完善,尤其是有關多寶魚的消費者調(diào)查數(shù)據(jù)非常少。本文通過理論結合實踐的方式,從對上海市居民的調(diào)查出發(fā),深入解析目前上海水產(chǎn)品的市場狀態(tài),采用問卷調(diào)查方式,獲取現(xiàn)實數(shù)據(jù),并采用STATA統(tǒng)計分析軟件對獲取的數(shù)據(jù)進行分析,對目前影響上海市居民多寶魚購買意愿的主要因素進行考察研究,最后將研究結果作為理論依據(jù),針對上海水產(chǎn)品市場的持續(xù)健康發(fā)展給予全方位的建議。全文共六章。第一章,引言:介紹選題背景與意義、問題提出及研究目標、研究方案與技術路線,以及論文結構安排。第二章,文獻綜述部分包括:消費者購買意愿相關文獻總結、整理、回顧、分析。主要回顧國內(nèi)外學者關于消費者購買意愿與多寶魚購買意愿的研究成果,對現(xiàn)有內(nèi)容進行分析,通過找出目前研究的不足,為后續(xù)的一系列研究做鋪墊。第三章,上海市居民多寶魚購買意愿理論分析框架:首先對消費者購買意愿的相關理論進行闡述,并根據(jù)文章的具體內(nèi)容進行相應分析。為下文的研究奠定理論基礎。其次結合相關理論基礎描述上海市居民多寶魚購買決策過程,然后根據(jù)模型,從消費者、產(chǎn)品和消費環(huán)境三個方面設計研究變量。第四章,上海市居民對多寶魚購買意愿實證研究:通過分析,選取上海的三個區(qū)域進行研究,這三個區(qū)域都有很強的代表性,分別是徐匯區(qū)、楊浦區(qū)與浦東新區(qū),在這三個區(qū)域的各類銷售地點進行研究,調(diào)查市民的購買意愿,其中有效問卷207份。在對收回的問卷進行初步處理后,根據(jù)調(diào)研數(shù)據(jù)分析,得出樣本特征。同時通過構建二元logistic回歸模型,運用Stata統(tǒng)計軟件,從消費者特征因素、產(chǎn)品特征因素、消費環(huán)境因素3個方面實證分析了上海市居民對多寶魚購買意愿的影響因素。得出:家庭中有老人與小孩的存在、“多寶魚事件”、生鮮水產(chǎn)品購買渠道便利程度、在最常購多寶魚的銷售地難以買到多寶魚時,是否愿意就近選擇購買其他品種的魚對上海市居民消購買多寶魚具有顯著的正面影響。居民家庭月收入水平、多寶魚價格、對多寶魚產(chǎn)業(yè)的了解、包裝上的質(zhì)量安全標識則與上海市居民購買多寶魚呈現(xiàn)出不顯著影響。最后對研究結果進行了歸納及討論。第五章,全文總結與建議。第一,討論分析上文并總結研究成果,第二,總結不足之處,及時采取相應的措施,以便對下一步工作,生產(chǎn)進行有效的指導。研究得出了如下主要結論:(1)家庭中弱勢群體的存在一定程度上有助于消費者購買多寶魚意愿的形成。(2)居民對于購買多寶魚銷售地點的依賴性。消費者青睞于選擇相對便利的銷售點購買多寶魚。(3)多年前發(fā)生的多寶魚事件使消費者對水產(chǎn)品的質(zhì)量產(chǎn)生了懷疑,這在一定程度上提醒當下的多寶魚產(chǎn)業(yè)要更加注重魚類產(chǎn)品的質(zhì)量問題。(4)上海市居民對多寶魚產(chǎn)業(yè)現(xiàn)狀了解度較低,對于多寶魚的認知度不高,沒有形成較強的飲食文化習慣。基于研究結論,提出了如下主要對策:(1)嚴格水產(chǎn)品銷售各個環(huán)節(jié)的監(jiān)督管制(2)強化銷售渠道管理,開發(fā)潛在顧客(3)政府有關部門需要加大對水產(chǎn)品養(yǎng)殖過程的監(jiān)管力度,完善水產(chǎn)品質(zhì)量管理體系。(4)強化漁業(yè)企業(yè)的品牌意識,推進品牌營銷運營。
[Abstract]:As a good edible aquatic product, turbot is also known as the turbot in the industry. It is a kind of flatfish, the family of Paralichthys, usually called the European soleus. Turbot is a delicious and highly nutritious aquatic product. Since the introduction from foreign countries in 90s of last century, it has undergone a long period of rapid development and its industry. Turbot has become the pillar industry of domestic aquatic products. It has a very typical characteristic, its growth speed is faster, the adult fish that can be sold is only one year and the investment value is relatively high, so people are favored to breed turbot. With the rapid development of domestic turbot farming industry and the improvement of artificial breeding technology As well as the deepening of the industrialization of the culture model, the core competitiveness of turbot breeding industry in the market has been raised to a certain extent, and the turbot market share in the aquatic products market is increased. However, there are still big differences between the turbot market and the complete competitive market, and the main reason is that the turbot market does not have complete information symmetry. Turbot units ignore the importance of marketing research activities and can not meet the needs of consumers. In the period of its development, although there are a large number of research related to the problems arising from the economic transformation, these studies have ignored the most prominent and influential factors of "consumers". It is found that the current literature on the industry of multi treasure fish is mainly based on the current development status of the industry, the professional skills of the culture, the demand for the market and the food safety, among which the most important aspect of the consumer is food safety. The discussion of the question of culture is related to the market price and the quality of the product. On the whole, the domestic research on the consumer purchase intention of the flounder water products is relatively deficient. However, with the rapid development of the turbot aquaculture industry and the needs of the market participation, the study of the consumer's purchase intention will be the development of the turbot industry. It is also helpful to find out the countermeasures and suggestions for the further healthy development of the turbot consumer market. Therefore, I think that it is necessary to explore the consumer demand potential of turbot and expand the demand, which requires more discussion on the study of the consumer's purchase intention. The influencing factors of the purchase intention of turbot. As the saying goes, the residents of Shanghai and Huangpu River have the habit of eating seafood since ancient times. The flounder aquatic products belong to one of the kinds of edible seafood, and the aquatic products in Shanghai and other places occupy an important position in the market and are favored by consumers. The most prominent of these is turbot, which occupies a large part of the consumption share in Shanghai restaurants. However, a few years ago, a spot check of flounder flounder water products found a large number of harmful substances, which seriously affected its status in the consumer's heart. To guide the sales of turbot and flounder products in Shanghai, this article through the understanding of the reality The consumption trend is expected to accomplish the above objectives. Through the selection of the consumers in different regions of Shanghai, 207 valid questionnaires are obtained. The domestic research on the marketing of turbot market is short of the consumer's perspective, and the related market survey is not perfect, especially about turbot. The consumer survey data of the consumer is very small. This paper, through the combination of theory and practice, analyzes the market status of Shanghai aquatic products from the investigation of Shanghai residents, uses questionnaire survey to obtain real data, and analyzes the obtained data by using STATA statistical analysis software, which affects the residents of Shanghai City at present. The main factors of turbot's purchase intention are investigated and studied. Finally, the research results are used as the theoretical basis for the sustainable and healthy development of the Shanghai aquatic product market. The full text has six chapters. Chapter 1, introduction: Introduction: introducing the background and significance of the topic, the question and research goal, the research scheme and technical route, and the paper. Structure arrangement. The second chapter, the literature review part includes: the consumer purchase intention related literature summary, collation, review, analysis. It mainly reviews the domestic and foreign scholars' research achievements on consumer purchase intention and turbot's purchase intention, analyzes the existing content, and finds out the shortcomings of the present research, and makes a series of research on the subsequent research. The third chapter, the theoretical analysis framework of Shanghai residents' purchase intention of turbot: first, the theory of consumer purchase intention is expounded, and the corresponding analysis is carried out according to the specific content of the article. The theoretical basis is laid for the following research. Secondly, the decision-making process of Shanghai residents' purchase of turbot is described in the light of the relevant theoretical basis. Then, the purchase decision process of the residents of Shanghai city is described. According to the model, the research variables are designed from three aspects of consumer, product and consumption environment. Fourth chapter, Shanghai residents' Empirical Study on the purchase intention of turbot: through analysis, select three regions of Shanghai to carry out research, these three regions have very strong representativeness, namely, Xuhui District, Yangpu District and Pudong New Area, in these three regions. All kinds of sales places are studied to investigate the willingness of the citizens to purchase, of which 207 valid questionnaires are available. After the preliminary treatment of the collected questionnaires, the sample characteristics are obtained according to the survey data analysis. At the same time, the two logistic regression model is constructed and the Stata statistical software is applied to the consumer characteristic factors, the product characteristics factors and the consumption environment. 3 aspects of Shanghai residents' influencing factors on the purchase intention of turbot are analyzed. It is concluded that there are the existence of the elderly and the children in the family, the turbot event, the convenience of the purchase channels of the fresh water products, and the willingness to buy the other varieties of fish near the most frequent purchase of turbot in the sale place of turbot. Shanghai residents buy turbot has a significant positive impact. Family monthly income level, turbot price, the understanding of the turbot industry, the quality and safety marking on the packaging and the Shanghai residents to buy turbot showed no significant impact. Finally, the research results were summarized and discussed. The fifth chapter, the full text summary and construction. First, we discuss and analyze the above and summarize the research results, second, summarize the shortcomings and take appropriate measures in time so as to guide the next work and production. The main conclusions are as follows: (1) the existence of disadvantaged groups in the family will contribute to the formation of consumers' willingness to buy turbot to a certain extent. (2) residents The dependence on the place of buying turbot sales. Consumers prefer to choose a relatively convenient point of sale to buy turbot. (3) the turbot incident that happened many years ago caused consumers to doubt the quality of aquatic products, to a certain extent, to remind the present turbot industry to pay more attention to the quality of fish products. (4) Shanghai City residents have low understanding of the status of turbot industry, not high awareness of turbot and no strong eating culture habits. Based on the research conclusions, the following main countermeasures are put forward: (1) strict supervision and control of each link of the sale of aquatic products (2) strengthening the management of sales canal, developing potential customers (3) government departments concerned need to add It is necessary to strengthen the supervision of aquatic products breeding process and improve the quality management system of aquatic products. (4) strengthen the brand awareness of fishery enterprises and promote the operation of brand marketing.
【學位授予單位】：上海海洋大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F323.7;F713.55

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