本文關(guān)鍵詞： 庫倫鎮(zhèn) 城鎮(zhèn)居民 蕎麥產(chǎn)品 消費意愿　出處：《沈陽農(nóng)業(yè)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟和社會的發(fā)展,營養(yǎng)豐富的雜糧受到人們的關(guān)注。蕎麥作為雜糧的一種,集營養(yǎng)價值、保健價值、藥用價值于一身,需求量迅速增長。內(nèi)蒙古通遼市庫倫旗有著"中國蕎麥之鄉(xiāng)"的稱號。庫倫旗蕎麥雖然受到當(dāng)?shù)氐闹匾?但發(fā)展中還存在很多問題。因此本文以內(nèi)蒙古庫倫旗城鎮(zhèn)城鎮(zhèn)居民為研究對象,了解蕎麥產(chǎn)品消費意愿及偏好情況,探究其消費意愿的影響因素,為蕎麥生產(chǎn)商加工商提供有益依據(jù)有重要意義。本文用問卷調(diào)查法,對198個被訪者有效數(shù)據(jù)進行描述性分析、對影響庫倫鎮(zhèn)居民蕎麥產(chǎn)品消費意愿的因素進行交叉分析。結(jié)果顯示庫倫鎮(zhèn)大多數(shù)人都愿意消費庫倫蕎麥產(chǎn)品,其影響因素有:庫倫鎮(zhèn)居民的年齡、民族、職業(yè)對消費意愿有較大的影響,收入、受教育程度的影響較小。蕎麥的自身不同功效的營養(yǎng)價值和蕎麥產(chǎn)品的口感、種類、品牌、包裝、質(zhì)量對庫倫鎮(zhèn)居民消費意愿影響較大,而蕎麥價格的對消費意愿的影響較小。通過本次調(diào)查的研究結(jié)論提出以下對策建議。一是對種植者的建議:引進種植優(yōu)質(zhì)品種,擴大生產(chǎn)規(guī)模;加強質(zhì)量監(jiān)控,規(guī)范種植生產(chǎn);加強蕎麥生產(chǎn)者的組織建設(shè)。二是對蕎麥加工企業(yè)的建議:加強蕎麥深加工產(chǎn)業(yè)發(fā)展,豐富產(chǎn)品類型;改善經(jīng)營管理,保障產(chǎn)品質(zhì)量;拓寬蕎麥銷售渠道,設(shè)立蕎麥產(chǎn)品專賣店;豐富蕎麥產(chǎn)品包裝形式;樹立品牌意識,加大宣傳力度。三是對政府的建議:加大資金和技術(shù)方面的支持力度;扶持實力企業(yè),加大宣傳力度;加強對蕎麥產(chǎn)品市場的監(jiān)督監(jiān)管。四是對消費者的建議:增強產(chǎn)品認知度,樹立正確消費觀念;提高自身維權(quán)意識。
[Abstract]:With the development of economy and society, people pay more attention to the nutritious miscellaneous grain. Buckwheat, as a kind of miscellaneous grain, has the value of nutrition, health care and medicine. The demand is growing rapidly. Kulun Banner of Tongliao City, Inner Mongolia, has the title of "hometown of Chinese buckwheat". Although buckwheat in Kulun Banner has received local attention, However, there are still many problems in the development. Therefore, this paper takes the urban residents of Kulun Banner, Inner Mongolia as the research object, to understand the consumption intention and preference of buckwheat products, and to explore the influencing factors of their consumption will. It is of great significance to provide beneficial basis for buckwheat producers. In this paper, the effective data of 198 interviewees are analyzed by means of questionnaire. The results show that most people in Kulun town are willing to consume buckwheat products. The influencing factors are: the age, the nationality of the residents in Kulun town, the factors that influence the consumption intention of buckwheat products in Kulun Town, the results show that most people in Kulun Town are willing to consume the buckwheat products of Cullen Town. Occupation has a great influence on consumption intention, income and education have little influence. The nutritive value of buckwheat and the taste, variety, brand, packing and quality of buckwheat products have a great influence on the consumption intention of residents in Kulun town, the nutrition value of buckwheat itself and the taste, variety, brand, packing and quality of buckwheat products. The price of buckwheat has little influence on consumption will. The following suggestions are put forward through the conclusion of this investigation. One is the suggestion to growers: introducing high-quality varieties, expanding production scale, strengthening quality control, standardizing planting production; Strengthening the organizational construction of buckwheat producers. Second, suggestions for buckwheat processing enterprises: strengthening the development of deep processing industry of buckwheat, enriching product types, improving management, ensuring product quality, broadening sales channels of buckwheat, Set up buckwheat product specialty shop; enrich buckwheat product packaging form; establish brand consciousness, increase propaganda. Third, give the government advice: increase the support of fund and technology, support the strength enterprise, increase propaganda; Strengthen the supervision and supervision of buckwheat products market. Fourth, suggestions to consumers: enhance product awareness, establish a correct consumption concept; improve their awareness of rights.
【學(xué)位授予單位】：沈陽農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F323.7;F126.1

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