本文選題：秋刀魚　切入點：上海　出處：《上海海洋大學》2017年碩士論文

【摘要】：秋刀魚捕撈技術(shù)相對簡單,漁獲效率較高,目前已成為一種極具開發(fā)價值的魚種。伴隨著遠洋漁業(yè)對秋刀魚捕撈的重視,中國大陸和臺灣省從事捕撈秋刀魚的船只數(shù)量大幅增加,我國秋刀魚捕撈量創(chuàng)歷史新高。隨著秋刀魚產(chǎn)量的增加,加快秋刀魚市場的建立和完善成為目前發(fā)展秋刀魚產(chǎn)業(yè)的當務(wù)之急。隨著中日兩國飲食文化的相互交流,日式料理方式已成為國內(nèi)年輕消費者時尚潮流的代表。在這樣的背景下,秋刀魚國內(nèi)消費量也有了一定程度的增長,逐漸成為國內(nèi)消費者經(jīng)常食用的遠洋水產(chǎn)品之一。上海是全國人口密度最大的省份之一,上海人愛吃魚,有著悠久的歷史。上海的簡稱“滬”就是一種捕魚工具;上海也是我國最早放開水產(chǎn)品統(tǒng)購統(tǒng)銷政策的城市之一。這些年,由于市民的營養(yǎng)、健康、安全意識的加強,相對于豬、牛、羊肉,水產(chǎn)品更營養(yǎng)更美味更安全,以前“無魚不成宴”,現(xiàn)在上海人更愛吃魚,水產(chǎn)品在上海市民菜籃子中的地位進一步提高,水產(chǎn)品的消費量節(jié)節(jié)攀升。龐大的交易量和消費量,上海自然就成了全國的水產(chǎn)交易中心之一,為此,也吸引了來自全國各地乃至國外的水產(chǎn)經(jīng)銷商。據(jù)不完全統(tǒng)計,上海的水產(chǎn)經(jīng)銷商,大大小小近4000家,而在上海和水產(chǎn)相關(guān)的協(xié)會、商會,也有10多家,上海的專業(yè)水產(chǎn)市場和綜合農(nóng)產(chǎn)品市場中水產(chǎn)批發(fā)有一定規(guī)模的有11家之多。因此,上海在秋刀魚產(chǎn)業(yè)經(jīng)濟發(fā)展戰(zhàn)略布局中具有重要地位。2016年4月27日,中國遠洋漁業(yè)協(xié)會在重慶市組織召開了2015年度遠洋魷釣、秋刀魚等漁業(yè)發(fā)展總結(jié)交流暨專業(yè)培訓會議。會議要求,工作組在完成大會審議通過的年度工作計劃時,根據(jù)形勢發(fā)展需要,要突出重點做好以下工作:一是要按照農(nóng)業(yè)部“漁業(yè)要轉(zhuǎn)方式,調(diào)結(jié)構(gòu),規(guī)范有序發(fā)展”的要求,扎實工作,在穩(wěn)定魷釣漁業(yè)規(guī)模的同時,重視漁場、漁業(yè)品質(zhì)、管理等方面的結(jié)構(gòu)調(diào)整,強調(diào)國際履約、行業(yè)規(guī)范,爭取通過十三五時期的五年時間,真正實現(xiàn)魷釣、秋刀魚漁業(yè)的轉(zhuǎn)型升級;二是加快轉(zhuǎn)變現(xiàn)代經(jīng)營理念,重點抓好市場品牌建設(shè)和科學技術(shù)指導。目前影響魷釣、秋刀魚漁業(yè)穩(wěn)定發(fā)展最大因素是市場。會議要求,各企業(yè)要按照當前供給側(cè)改革的要求,群策群力,重視產(chǎn)品的增值效應(yīng),與工作組一道提高對產(chǎn)業(yè)鏈建設(shè)的認識,加大市場開發(fā);要培育和打造魷魚產(chǎn)品“優(yōu)質(zhì)、純天然”的知名品牌,提高在國際水產(chǎn)品市場中的美譽度的實際需要。因此,轉(zhuǎn)變傳統(tǒng)的“只重視漁場,不重視市場”的觀念,擺脫“光會捕魚,不會賣魚”局面,充分了解秋刀魚消費情況,刺激秋刀魚產(chǎn)品的消費成為促進秋刀魚產(chǎn)業(yè)經(jīng)濟增長的有效手段。本研究以上海市居民為研究對象,采用問卷調(diào)查法、實地走訪調(diào)查法,對上海市居民秋刀魚消費者進行了調(diào)查。本研究分為五個部分,第一部分闡述了選題的背景意義、研究內(nèi)容和方法以及主要思路。第二部分闡述了水產(chǎn)品概念、消費者相關(guān)概念、秋刀魚概況、相關(guān)基礎(chǔ)理論以及對消費者購買行為的影響因素和消費者購買行為的研究方法相關(guān)研究進行了回顧和簡單評述。第三部分對上海市居民秋刀魚消費的基本情況進行調(diào)研,正式調(diào)研中回收到268份有效問卷,通過描述性統(tǒng)計分析,得出以下結(jié)論:(1)消費者對于秋刀魚的消費已經(jīng)建立了一定的基礎(chǔ);(2)秋刀魚消費大多數(shù)屬于計劃性購買;(3)春季購買或食用秋刀魚的消費者較少,夏季較多;(4)目前秋刀魚價格普遍較低;(5)上海市秋刀魚消費者的消費頻率并不高;(6)影響上海市居民食用秋刀魚的原因是多種多樣的,其中烹飪味道、新鮮程度為主要原因;(7)秋刀魚的購買方式仍然以傳統(tǒng)的銷售渠道為主,且消費者對各渠道對應(yīng)的價格感受比較合理;(8)促銷手段在秋刀魚銷售應(yīng)用上幾乎很難看到。第四部分借助SPSS13.0統(tǒng)計軟件因子分析,利用調(diào)研數(shù)據(jù)結(jié)果,對上海市居民秋刀魚消費行為全面探究分析,并得出以下結(jié)論:從17個因子中提取的4個主因子,并且基于市場營銷學中的4P理論對4個因子進行解釋,解釋結(jié)果為渠道因子和促銷因子、價格因子、產(chǎn)品因子1、產(chǎn)品因子2,因此應(yīng)提高對渠道方面的重視程度。第五部分根據(jù)調(diào)查和計量統(tǒng)計分析得出的結(jié)論,為秋刀魚銷售企業(yè)提供一些營銷對策建議。
[Abstract]:Saury fishing fishing technology is relatively simple, high efficiency, has become a very valuable species. With the development of the importance of fishing saury deep-sea fishing, Chinese, and Taiwan Province, the number of fishing vessels engaged in saury increased significantly, China's record of saury fishing. With the increase of saury production, speeding up the establishment and improvement of industry development has become the saury saury market with a pressing matter of the moment. The mutual exchange between China and Japan in the diet culture, Japanese cuisine has become the fashion trend of the domestic young consumers representative. In this context, saury domestic consumption also has a certain degree of growth, gradually become one of the domestic consumers often eat ocean aquatic products. Shanghai is one of the provinces of the country's largest population density, Shanghai people like to eat fish, has a long history. Shanghai Jane said" Shanghai is a fishing tool; one of the earliest product purchase and sale policy of boiling water on Shanghai is the city of our country. These years, because of the public health, nutrition, strengthen, relative to the pig, cow, lamb security awareness, aquatic products more nutritious and more delicious and more safety, before "no fish is not a feast. Now the people of Shanghai were more likely to eat fish, the status of aquatic products in Shanghai public basket to further improve the consumption of aquatic products has been rising. The huge trading volume and consumption, Shanghai has become one of the country's aquatic product trading center, therefore, also attracted from all over the country and even abroad. According to the aquatic products distributors incomplete statistics, Shanghai aquatic products distributors, large and small, nearly 4000, while in Shanghai and Fisheries Association, chamber of Commerce, also has more than 10, Shanghai professional aquatic market and agricultural products market in aquatic products wholesale a certain scale of 11 Much. Therefore, Shanghai has an important position in April 27th.2016 in the layout of the economic development strategy of saury industry, Chinese Ocean Fisheries Association in Chongqing City, organized the 2015 annual long-range fishing, saury fishery development and summary and professional training meeting. Meeting the requirements of the working group to consider the annual work plan in complete assembly when, according to the development needs of the situation, to highlight the focus on the following: first, according to the Ministry of Agriculture Fisheries to transfer mode, adjust the structure, orderly development "requirements, solid work, stable in squid jigging fishery scale at the same time, pay attention to fisheries, fisheries management and other aspects of quality, structure adjustment, emphasis on international performance in 13th Five-Year, industry standards, strive for the period of five years, realize the transformation and upgrading of the squid fishing, saury fishery; two is to accelerate the transformation of modern business philosophy, focus on brand building A science and technology guidance. Currently affecting the jigging, saury fishery and stable development of market. The biggest factor is meeting the requirements of the enterprises to work together in accordance with the current supply side reform requirements, pay attention to product value-added effect, and a working group to improve the construction of the industrial chain of knowledge, to cultivate and increase market development; create a squid products "quality, pure natural" well-known brands, improve the actual needs in the international market of aquatic products in reputation. Therefore, to change the traditional "only attach importance to fisheries, do not pay attention to market" concept, get rid of "light fish, the fish will not sell" situation, to fully understand the saury consumption, stimulate saury consumer products become effective means of promoting the economic growth of the saury industry. In this study, taking Shanghai city residents as the research object, using the method of questionnaire survey, on-the-spot investigation, the Shanghai city residents consumption saury Were investigated. This study is divided into five parts, the first part describes the background and significance, research contents and methods and main ideas. The second part describes the concept of aquatic products, consumer concepts, saury related research overview, basic theory and method of impact on consumer purchase behavior and Consumer Factors purchase behavior is reviewed and commented. The third part is the basic research of Shanghai city residents consumption saury, collected 268 valid questionnaires in the formal survey, through descriptive statistical analysis, draw the following conclusions: (1) the consumer for saury has established certain foundation; (2) autumn most of the planned purchase of consumer saury; (3) the spring saury consumers buy or eat less, more in summer; (4) at present, saury prices generally lower; (5) the autumn knife in Shanghai City Fish consumption frequency of consumers is not high; (6) the impact of Shanghai city residents eat saury is varied, including cooking flavor, freshness is the main reason; (7) the purchase of saury is still in the traditional sales channels, and each channel of the corresponding consumer price perception is more reasonable; (8) promotions can hardly see in saury sales application. The fourth part uses SPSS13.0 statistical analysis software factor, data from the investigation results, a comprehensive exploration of saury consumer behavior in Shanghai city analysis, and draws the following conclusions: 4 main factors extracted from 17 factors, and a factor of 4 to explain the marketing in the 4P based on the theory of interpretation of the results for the channel factor and promotion factor, price factor, product factor 1, factor 2 products, so we should improve on the extent of the channel. The fifth part according to the regulation Analysis and check statistical conclusions, provide some marketing suggestions for saury sales enterprises.

【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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