冷鲜猪肉论文：冷鲜猪肉 消费者行为 Logistic回归分析.doc

冷鲜猪肉论文：冷鲜猪肉 消费者行为 Logistic回归分析 【中文摘要】随着我国人民收入水平的提高和生活节奏的加快,冷鲜猪肉以其安全、便捷的产品优势日益受到消费者的青睐。在我国肉制品行业面临难得的发展机遇以及冷鲜猪肉可能迎来高速发展之际,及时准确有效地掌握消费者的偏好和消费趋势显得尤为重要。不仅能为企业制定相应的发展战略提供依据,便于企业在激烈的市场竞争中立于不败之地,同时也有利于冷鲜猪肉的市场发展与推广。本文在参考国内外众多研究的基础上,应用消费者行为理论、消费者决策理论等相关内容,借鉴了目前国内外研究消费者行为比较通用的指标体系和研究模型,同时结合成都市冷鲜猪肉消费者的具体情况,设计出消费者调查问卷并实施调查研究。在分析方法上,首先对问卷进行统计分析,得出消费者的人口统计特征和基本消费特征,再运用Logistic回归分析消费者行为的影响因素和消费者对冷鲜猪肉的支付意愿及其影响因素。通过研究发现,成都市冷鲜猪肉市场消费者对冷鲜猪肉的关注度较高,但认知度不高；影响消费者购买行为的主要因素包括年龄、文化程度、收入水平、便利度、认知度等,同时产品自身的内、外部因素也是消费者购买选择时重点考虑的因素；消费者对冷鲜猪肉有较强的购买意愿,消费者的年龄、对质量安全的评价等因素显著影响消费者的支付意愿。针对冷鲜猪肉市场消费的实际情况,本文分别从政府和企业两个角度提出了相关政策建议,以促进冷鲜猪肉市场的快速发展。对政府而言,应加强监管体系建设,改善市场环境；加大支持,发展冷鲜猪肉产业；大力宣传冷鲜猪肉科普知识,正确引导消费需求。对企业而言,应加强企业内部质量控制,树立良好的品牌形象；加强生产加工技术研发利用,提高新产品开发力度；严格控制生产管理成本,制定合理的市场价格；加强渠道管理建设,奠定冷鲜猪肉发展市场基础；扩大宣传力度,提高消费者认知度及购买率。 【英文摘要】With raising of people’s income level and speeding up the life rhythm, the chilled pork has been received favourably in more and more consumer markets, with its advantages as safe and convenients. It is particularly important to find out the consumers?preferences and consumptive trends accurately and effectively, when our meat industry facing the seldom developing opportunities and the chilled pork could falling in high-speed development. That can not only providing basis for the enterprises to formulate the corresponding development strategies to secure victories in the competitive market, also be helpful for the market development and promotion of the chilled pork.This paper referenced the concerned domestices and foreign informations, using consumer behavior theory, consumer decision theory and other related contents, drawing on the general index system and the research model of the common consumer behavior studies, and combining with the consumers抯pecific conditions in Chengdu chilled pork market, then designed and investigated the consumer questionnaires for finally study. In the analysis methodes, we need to find out the consumers抎emographic characteristics and the basic consumption c