本文選題：內(nèi)蒙古豐鎮(zhèn)市 + 月餅消費��； 參考：《西南財經(jīng)大學(xué)》2011年碩士論文

【摘要】：本文是一篇關(guān)于內(nèi)蒙古豐鎮(zhèn)市居民月餅消費的調(diào)查研究報告。研究對象為豐鎮(zhèn)市城鎮(zhèn)月餅消費者。這種以月餅消費者為基本出發(fā)點的調(diào)查研究,有助于探究豐鎮(zhèn)市居民月餅消費的行為和偏好等方面的特征,有利于月餅生產(chǎn)商在月餅開發(fā)中充分考慮月餅消費者的需求和偏好,開發(fā)出更容易被消費者喜歡的月餅品種和口味,避免盲目投資。并且通過與其他地方的月餅消費情況進行比較分析,可以得出豐鎮(zhèn)月餅消費的優(yōu)點和缺陷,有助于豐鎮(zhèn)月餅在今后的發(fā)展中發(fā)揚其優(yōu)點,彌補其不足,有助于豐鎮(zhèn)月餅品牌的形成并推向全國市場。 研究方法主要采用了文獻收集與問卷調(diào)查相結(jié)合的方式進行。在調(diào)查形式上,將豐鎮(zhèn)市月餅消費者關(guān)心的問題設(shè)計成問卷,進行量化分析,以便于弄清楚月餅消費群體的特征、消費行為、消費偏好、消費評價等方面的內(nèi)容。本研究主要通過兩種途徑收集調(diào)查數(shù)據(jù)：第一,文獻法。廣泛閱讀和查閱相關(guān)文獻,并對此進行重新梳理和分析,形成本文研究的思路和起點；第二,問卷調(diào)查法。筆者通過在豐鎮(zhèn)市實地調(diào)查,獲得寶貴的第一手調(diào)查數(shù)據(jù),重點了解當(dāng)前月餅消費者的消費行為、消費偏好、消費評價等的基本狀況。此外,筆者還將豐鎮(zhèn)市月餅消費狀況與福州市月餅消費的問卷調(diào)查數(shù)據(jù)進行了比較分析,得出豐鎮(zhèn)月餅消費存在的優(yōu)缺點,以使豐鎮(zhèn)月餅在以后的發(fā)展中揚長避短。 本文采用文獻收集、問卷調(diào)查、數(shù)據(jù)處理和實證分析思路來考察豐鎮(zhèn)市月餅消費者的群體構(gòu)成、消費行為、消費偏好、消費評價等方面內(nèi)容,探討不同收入、不同文化程度、不同性別、不同年齡及不同家庭人口數(shù)的人群在豐鎮(zhèn)月餅消費中表現(xiàn)出的差異性,并試圖找到影響其月餅消費的原因。具體來說本文通過以下幾個方面展開論述,也即本文的主要結(jié)構(gòu)： 第一章為本文的導(dǎo)論部分。詳細介紹了本文的研究背景、目的和意義；對相關(guān)研究文獻進行了系統(tǒng)的回顧和梳理,主要是對國內(nèi)月餅營銷、月餅包裝和月餅消費的文獻進行了綜述和歸納；在文獻閱讀和回顧的基礎(chǔ)上,形成了本文的研究思路、研究方法和內(nèi)容結(jié)構(gòu)的初步研究框架。 第二章對內(nèi)蒙古豐鎮(zhèn)市月餅消費狀況進行調(diào)研分析。首先對豐鎮(zhèn)市月餅消費市場現(xiàn)狀和月餅生產(chǎn)經(jīng)營情況進行了簡要介紹。其次,本文通過調(diào)查問卷的方式共收集了200份有效樣本,從豐鎮(zhèn)市居民月餅消費的群體特征、消費行為、消費偏好、消費評價等幾個方面對問卷調(diào)查所得到的數(shù)據(jù)進行了頻數(shù)分析、交叉分析。得到結(jié)論：(1)豐鎮(zhèn)市居民的月餅消費行為方面,80%以上的人群具有消費意愿,消費比例最高在21—-30歲年齡段。相對而言,具有購買月餅行為的女性略多于男性。在消費方式上,豐鎮(zhèn)消費者總體上大多是托廠家直接制作月餅,只從市場上購買的很少。其中,托廠家制作的消費人群比例以女性和40歲以上年齡段為最高,文化程度和收入水平較高的消費者會更傾向于從市場上直接購買月餅�？傮w來講,豐鎮(zhèn)市居民對豐鎮(zhèn)月餅的消費量比其他周邊地區(qū)的消費量都大。由于月餅這種食品的時令性,大部居民會在中秋節(jié)前一周購買,也有不少居民于中秋節(jié)前一個月就開始購買。同時,隨著銷售渠道的拓寬,消費者購買月餅的地點越來越呈現(xiàn)多元化的趨勢。收入提高后,人們會選擇更加衛(wèi)生、食品質(zhì)量更有保證的銷售點去購買月餅。另外,消費者獲取月餅消費信息的渠道主要還是靠親友介紹。通過報刊、網(wǎng)絡(luò)、電視獲取信息的主要只是21—30歲的年輕人和大學(xué)組。出于中秋節(jié)這個節(jié)日特殊的象征意義,大部分消費者購買月餅的目的都是自家消費。與家人在中秋一起吃月餅、賞月,共享天倫之樂。只為自己買來吃的主要是21-30歲年齡段的消費群,以送禮為目的而購買月餅的多以處于事業(yè)上升期的35—40歲的男性居多。對于價格,絕大多數(shù)消費者認為,目前豐鎮(zhèn)月餅的價格比較合適,和那些蘇式、京式等月餅相比,豐鎮(zhèn)月餅的確是貨真價實,在價位上深得消費者的信賴。(2)在豐鎮(zhèn)市居民的消費偏好方面,消費者因性別、年齡的不同,對月餅口味和餡料的偏好存在較大差異。對月餅的消費需求越來越呈現(xiàn)多元化的趨勢。針對不同性別、不同年齡段的消費者,開發(fā)出多種適合他們各自需求偏好的月餅口味和餡料,即口味、餡料的多樣化和差異化,是今后月餅生產(chǎn)企業(yè)應(yīng)該大力拓展的方向。(3)豐鎮(zhèn)市居民對月餅消費的評價方面,雖然豐鎮(zhèn)月餅的總體質(zhì)量和衛(wèi)生條件方面在消費者的心目中形象較差,大部分消費者并不確定豐鎮(zhèn)月餅的質(zhì)量是否安全。但是消費者還是很親睞豐鎮(zhèn)月餅的,并且大多數(shù)人群對其未來持積極的態(tài)度,相信其將來能有更好的發(fā)展。 第三章在調(diào)研的基礎(chǔ)上,把豐鎮(zhèn)市月餅消費與福州市的月餅消費進行了比較,提出豐鎮(zhèn)市月餅消費的優(yōu)點：(1)價格便宜實惠：福州市月餅價格大約是豐鎮(zhèn)市月餅價格的46倍；(2)重口味、輕形式：豐鎮(zhèn)月餅味道香甜可口,形式上卻通常是無餡、“裸裝”或只有很簡單的包裝；(3)自己制作、消費量大：44%的豐鎮(zhèn)消費者會自己托廠家制作月餅,并且其消費量至少是福州市的2倍；(4)貯存時間長：通常豐鎮(zhèn)月餅?zāi)苜A存半年之久,而福州市月餅只能貯存45-60天；(5)月餅消費較理性：豐鎮(zhèn)市消費者購買月餅時重質(zhì)量,輕包裝,消費觀念較為理性。同時也指出了豐鎮(zhèn)月餅存在的缺陷：(1)缺乏品牌意識：75%的福州市民對月餅品牌很重視,而豐鎮(zhèn)市只有49%的居民看重月餅品牌；(2)包裝太簡單：福州市月餅包裝精致,外觀小巧、表面花樣各異,而豐鎮(zhèn)月餅外觀丑陋,始終“裸體”或只有合理的“衣著”；(3)消費品種單一：與福州市品種豐富、口味多樣的月餅相比較,豐鎮(zhèn)市月餅的品種顯得較單一；(4)廣告宣傳不足：親友介紹和商場還是豐鎮(zhèn)消費者最主要的獲取月餅消費信息的渠道,電視、報刊所占的百分比很��；(5)月餅質(zhì)量不高：44.5%的被訪者對豐鎮(zhèn)月餅的質(zhì)量安全問題表示不確定,而福州市64%的消費者對月餅的質(zhì)量很放心。 第四章從消費者、生產(chǎn)者、社會其他方面三個角度,對影響內(nèi)蒙古豐鎮(zhèn)市月餅消費的幾個主要因素進行分析：月餅需求方面剖析的影響因素包括收入水平和消費者偏好；月餅供給方面剖析的影響因素有月餅的價格、月餅的質(zhì)量、技術(shù)因素、銷售服務(wù)及購買的便利性；社會其他方面剖析的因素主要包括人口增長及其結(jié)構(gòu)的變化、地域文化及傳統(tǒng)習(xí)慣。 第五章針對豐鎮(zhèn)市月餅消費的狀況,從月餅需求、月餅供給、社會及其它三大方面提出了促進內(nèi)蒙古豐鎮(zhèn)市居民月餅消費的對策和建議。關(guān)于月餅需求的對策建議：第一,加快社會經(jīng)濟發(fā)展步伐,不斷提高居民的收入水平；第二,對消費者進行消費引導(dǎo)工作,培養(yǎng)消費者的品牌意識；第三,挖掘農(nóng)村消費市場潛力；第四,利用新聞媒體加強豐鎮(zhèn)月餅的宣傳。關(guān)于月餅供給的對策建議：第一,著眼大局,制定科學(xué)的月餅產(chǎn)業(yè)發(fā)展規(guī)劃；第二,注重產(chǎn)品質(zhì)量,關(guān)注月餅的質(zhì)量和食品安全；第三,完善月餅的銷售服務(wù)；第四,政府應(yīng)加大對豐鎮(zhèn)月餅扶持力度,引進技術(shù)人員和先進生產(chǎn)設(shè)備。關(guān)于社會其他方面的對策建議：第一,.加大對月餅新品種的研發(fā)力度；第二,適當(dāng)包裝,注重產(chǎn)品美觀。 本研究可能的創(chuàng)新和不足簡單歸納如下： 本研究可能的創(chuàng)新： 第一,作為傳統(tǒng)節(jié)日食品的月餅,帶有濃厚的地方特色,區(qū)域不同,其口味、品質(zhì)、價格、以及所蘊涵的意義等也會有所不同,它具有很強的區(qū)域性。豐鎮(zhèn)市月餅有其不同于我國其他地區(qū)的獨特特征,豐鎮(zhèn)月餅一直以素面示人,從不用繁多的華麗包裝,它包裝簡單、甚至裸裝,但卻味道香甜,入口醇香濃厚,令人回味無窮。所以它值得去深入研究,也有利于把豐鎮(zhèn)月餅推向全國市場。 第二,《福州市居民月餅消費行為研究》只是對福州當(dāng)?shù)氐脑嘛炏M進行的研究,而本研究對豐鎮(zhèn)市月餅消費研究的基礎(chǔ)上,把豐鎮(zhèn)市與福州市的月餅消費情況進行了對比分析。這樣有利于發(fā)揮豐鎮(zhèn)月餅的優(yōu)點,彌補其不足,可以促進豐鎮(zhèn)月餅市場的健康發(fā)展。 從論文開題、問卷設(shè)計、問卷調(diào)查實施、數(shù)據(jù)錄入整理到論文寫作過程中盡管筆者做了很多努力和工作,但本文的研究還不是盡善盡美,還存在著一些不足之處： 第一,調(diào)查的范圍較小、樣本量有待擴大。由于筆者時間和精力有限,加之經(jīng)費的限制,本文在數(shù)據(jù)采取過程中對樣本采取范圍和樣本量都進行了相應(yīng)縮減,如果能進行更大范圍的調(diào)查和采取更多的數(shù)據(jù)樣本,其研究結(jié)果將會更有說服力。 第二,調(diào)查數(shù)據(jù)的分析還有待深入。由于筆者才疏學(xué)淺、時間有限,在運用Excel統(tǒng)計軟件分析的時候,只進行了初步的頻數(shù)分析和簡單的交叉分析。如果能夠再進行深入的研究,進行必要的因子分析、回歸分析等,相信會有更有價值的研究成果和發(fā)現(xiàn)。
[Abstract]:This paper is an investigation report on the consumption of moon cake in Fengzhen city of Inner Mongolia. The research object is the consumer of moon cake in Fengzhen city. The investigation and Research on the basic starting point of the moon cake consumers will help to explore the characteristics of the behavior and preference of the moon cake consumption in Fengzhen, which is beneficial to the moon cake manufacturer in the opening of the moon cake. It takes full consideration of the demand and preference of the moon cake consumers, develops the variety and taste of the moon cake which is easier to be liked by the consumers, and avoids blind investment. And through the comparison and analysis of the consumption situation of the moon cake in other places, we can get the advantages and defects of the Fengzhen moon cake consumption, which will help the Fengzhen moon cake to develop in the future development. Advantages and make up for its shortcomings will help to form the brand of moon cakes in Fengzhen and push them into the national market.
The research method is mainly used in the way of literature collection and questionnaire investigation. In the form of investigation, the problem of Fengzhen moon cake consumers' concern is designed as a questionnaire and quantitative analysis is carried out to make it easy to understand the characteristics of the consumer group, consumption behavior, consumption, consumption evaluation and so on. This research is mainly through the research. The two way collection of survey data: first, literature, extensive reading and consulting related literature, and re combing and analyzing this, to form the thinking and starting point of this study; second, questionnaire survey method. Through the field survey in Fengzhen, the author obtained valuable first hand survey data, focusing on the consumer consumption of the current moon cake. The basic situation of behavior, consumption preference, consumption evaluation and so on. In addition, the author also compares the consumption status of Fengzhen moon cake and the questionnaire survey data of Fuzhou moon cake consumption, and obtains the advantages and disadvantages of the existence of Fengzhen moon cakes in order to make the Fengzhen moon cakes develop in the future.
This article uses literature collection, questionnaire survey, data processing and empirical analysis to investigate the group composition, consumption behavior, consumption preference, consumption evaluation and other aspects of Fengzhen moon cake consumers, and discuss the different income, different cultural degree, different sex, different age and family population in Fengzhen moon cake consumption table. The differences between them are discussed and the reasons for affecting the consumption of moon cakes are discussed.
The first chapter is the introductory part of this article. It introduces the background, purpose and significance of the study in detail, and systematically reviews and combs the relevant research literature, mainly summarizing and summarizing the literature of domestic moon cake marketing, moon cake packaging and moon cake consumption; on the basis of literature reading and review, this paper has formed the study of this paper. A preliminary research framework for thinking, research methods and content structure.
The second chapter makes a survey and Analysis on the consumption status of moon cake in Fengzhen, Inner Mongolia. First, this paper briefly introduces the status of the moon cake consumption market and the production and operation of moon cake in Fengzhen. Secondly, this paper collects 200 valid samples through the questionnaire, from the group characteristics, consumption behavior and consumption bias of Fengzhen residents' moon cake consumption. Well, the consumption evaluation and other aspects of the data obtained by the questionnaire survey were analyzed and cross analyzed. The conclusions were as follows: (1) more than 80% of the population of Fengzhen residents have the willingness to consume, and the highest consumption ratio is from 21 to -30 years. In the way of consumption, most of the consumers in Fengzhen are making mooncakes directly from the manufacturers, only a few of them are purchased from the market. Among them, the proportion of the consumer groups made by the manufacturers is the highest in women and over the age of 40 years, and the higher level of cultural and income levels will be more inclined to buy the moon cakes directly from the market. In terms of the consumption of Fengzhen moon cakes in Fengzhen, the consumption of moon cakes is larger than that of other surrounding areas. Because of the seasonal nature of the moon cakes, the large residents will buy it a week before the Mid Autumn Festival, and many residents begin to buy a month before the Mid Autumn Festival. Meanwhile, with the widening of the sales channels, the place for consumers to buy moon cakes is growing. When income increases, people will choose to buy mooncakes which are more hygienic and more guaranteed by the quality of the food. In addition, the main channel for consumers to obtain the information of the moon cake consumption is mainly by the relatives and friends. The main source of information acquisition through newspapers, networks, and television is only 21 to 30 year old young people and university groups. The special symbolic meaning of the autumn festival is that most consumers buy moon cakes for their own consumption. They eat moon cakes, enjoy the moon and share the music with their family in the Mid Autumn Festival. They buy only for themselves, the 21-30 year old age group, and buy the moon cakes at 35 to 40 years old for the purpose of giving gifts for the purpose of giving gifts. The majority of men. For the price, the overwhelming majority of consumers believe that the price of Fengzhen moon cake is more suitable, compared with those of the Soviet style and Beijing style moon cakes, Fengzhen moon cakes are really real, and the consumers trust in the price. (2) the consumption of Fengzhen residents is good, the consumers are different to the moon cake because of their sex and age. The consumer demand for the moon cake is more and more diversified. For different sexes, consumers of different ages have developed a variety of taste and stuffing, which are suitable for their respective needs, that is, the variety and difference of the filling, which should be expanded in the future. (3) Fengzhen residents of the evaluation of the moon cake consumption, although the overall quality and health conditions of Fengzhen moon cakes in the consumer's image is poor, most consumers are not sure whether the quality of Fengzhen moon cake is safe. But consumers are still very popular with Fengzhen moon cakes, and most people are holding up their future. A great attitude, I believe that it will have a better development in the future.
On the basis of the investigation, the third chapter compares the consumption of Fengzhen moon cake with the consumption of moon cake in Fuzhou, and puts forward the advantages of the moon cake consumption in Fengzhen: (1) the price is cheap and real: the price of the moon cake in Fuzhou is about 46 times the price of the moon cake in Fengzhen; (2) heavy taste and light form: the taste of Fengzhen moon cake is sweet and delicious, but it is usually in the form. It is no stuffing, "naked" or only very simple packing; (3) make it, consumption is big: 44% of Fengzhen consumers will make moon cakes by their own manufacturers, and their consumption is at least 2 times that of Fuzhou; (4) long storage time: usually Fengzhen moon cakes can be stored for half a year, and Fuzhou moon cakes can only be stored for 45-60 days; (5) moon cake consumption More rational: Fengzhen consumers buy the moon cake heavy quality, light packaging, consumption concept more rational. At the same time, it also points out the defects of Fengzhen moon cake: (1) lack of brand awareness: 75% of Fuzhou citizens pay much attention to the moon cake brand, and only 49% of the residents in Fengzhen value the moon cake brand; (2) the packaging is too simple: Fuzhou moon cake packaging Exquisite, small appearance, different surface patterns, and Fengzhen moon cake appearance is ugly, always "naked" or only reasonable "clothes"; (3) a single consumer variety: compared with Fuzhou rich variety, variety of mooncakes, Fengzhen moon cakes are relatively single; (4) insufficient advertising: relatives and friends introduction and shopping mall or Fengzhen The main consumer access to the moon cake consumption information channels, the percentage of television, newspapers and periodicals is very small; (5) the quality of the moon cake is not high: 44.5% of the respondents to the quality and safety of Fengzhen moon cake is uncertain, and 64% of the consumers in Fuzhou are very assured of the quality of the moon cake.
The fourth chapter, from three aspects of consumers, producers and other social aspects, analyzes the main factors that affect the consumption of moon cakes in Fengzhen, Inner Mongolia. The factors affecting the demand of moon cake include income level and consumer preference; the factors affecting the supply of moon cakes include the price of moon cakes, the quality of moon cakes, and the technical reasons Factors such as population growth and structural changes, regional culture and traditional habits are the main factors of social analysis.
The fifth chapter, aiming at the situation of Fengzhen moon cake consumption, puts forward the countermeasures and suggestions to promote the consumption of moon cake in Inner Mongolia Fengzhen city from the demand of moon cake, the supply of moon cake, and the other three other aspects. The countermeasures and suggestions on the demand of the moon cake are as follows: first, accelerate the pace of social and economic development, and constantly improve the income level of the residents; second, consumption. The person carries on the consumption guide work, trains the consumer's brand consciousness; third, excavates the rural consumer market potential; fourth, strengthens the Fengzhen moon cake propaganda with the news media. First, focus on the overall situation, formulate the scientific moon cake industry development plan; second, pay attention to the quality of the product and pay attention to the quality of the moon cake. And food safety; third, improve the sale of moon cake service; fourth, the government should increase support for Fengzhen moon cake, the introduction of technical personnel and advanced production equipment. On the other aspects of social countermeasures and suggestions: first, to increase the research and development of new varieties of moon cake; second, appropriate packaging, pay attention to beautiful product.
The possible innovations and shortcomings of this study are summarized as follows:
Possible innovations in this study:
First, the moon cake, as a traditional holiday food, has a strong local feature, different regions, its taste, quality, price, and its meaning are different. It has a strong regional character. The moon cake in Fengzhen has its unique features different from other parts of our country. The moon cake in Fengzhen has always been shown in plain, from a wide variety of China. It is simple and even unpacked, but it tastes sweet and has strong entrances. It is worth studying and pushing Fengzhen moon cakes to the national market.
Second, "study on the consumption behavior of Fuzhou residents' moon cake" is only a study of the local moon cake consumption in Fuzhou. On the basis of the study of Fengzhen moon cake consumption, this study compares the consumption of moon cake between Fengzhen and Fuzhou. It is beneficial to play the advantages of Fengzhen moon cake and make up for its shortcomings, which can promote Fengzhen. The healthy development of the moon cake market.
In this paper, the author has done a lot of efforts and work in the process of writing the paper, which is not perfect, but there are still some shortcomings.
First, the scope of the survey is small and the sample size needs to be expanded. Due to the limited time and energy, and the limitation of funds, this paper reduces the sample size and sample size in the process of data adoption, and the results will be more convincing if we can carry out a wider survey and take more data samples.
Second, the analysis of the survey data still needs to be analyzed. As the author is very shallow and has limited time, only a preliminary frequency analysis and a simple cross analysis are carried out in the use of Excel statistical software analysis. If further research is carried out, necessary factor analysis, regression analysis, etc., we believe there will be more valuable research. Fruit and discovery.
【學(xué)位授予單位】：西南財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F274;F426.82

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