北京市农业产品资源供给与消费格局分析  

Provision and Consumption of Agricultural Products in Beijing

作　　者：张红[1] 杨悦[1] 刘戈[1] 魏静[2] 

机构地区：[1]中国传媒大学媒体管理学院,北京100024 [2]国家信息中心综合管理部,北京100045

出　　处：《资源科学》2010年第8期1578-1583,共6页Resources Science

基　　金：北京新农村建设研究基地科研课题(编号:BJXNCJD2009-01-05)

摘　　要：随着北京市农业现代化步伐的不断加快,农产品的生产和消费也呈现出了迅猛发展的趋势。从现代市场需求看,消费者购买农产品,不仅要求农产品质量水平、外观特色、品牌以及附加服务得到满足,而且对农产品的消费已从解决基本需求转变为满足营养均衡、绿色、健康的需要。本文从北京农产品现状及特点入手,对北京农产品消费市场的居民消费能力、消费趋向、消费方式进行深入的探讨,分析了农产品营销存在的主要问题,包括北京农产品生产者市场营销意识淡薄,很难融合现代营销;市场营销策略运用不充分;农产品市场中介组织发育不成熟,农产品营销渠道建设滞后;北京农业信息网络利用水平较低等。提出了北京农产品的消费格局与相关的营销策略:对北京农产品进行有效的市场细分,建立适合北京地区的区域价格策略,充分利用互联网进行分销,整合营销传播,进一步开展会展经济、事件营销、新闻营销、公关营销等沟通与促销策略。With the rapid development of agricultural modernization in Beijing, trades of agricultural products have become increasingly prosperous. From the perspective of modernized market demand and increasing incomes, consumers of agricultural products have changed their consumption ideology from basic subsistent needs to nutritional, balanced, green, and healthy needs. Base on situations and characteristics of agricultural products marketing in Beijing, this paper performs a detailed analysis on current status of provision of agricultural products and main problems in agricultural products marketing, including lack of marketing consciousness and integration of modernized marketing approaches, inadequacy of marketing strategies, immature intermediary organizations, lagged structure of marketing channels and low-level use of agricultural information system. The authors discussed the consuming power, consuming trends and behavior features of consumers of agricultural products in Beijing and found that the per capita disposable income of urban residents reached 19,978 yuan, and rural per capita net income reached 8,620 yuan in the year 2006. In terms of the Engel＇s co-efficiency, as incomes increase and living standards improve, food and other necessities in the proportion of total consumption begin to decline. People will prefer to involve more in cultural and recreation services like entertainment, travelling, and dining outside. In their daily life, they will pay more attention to high-level food products, and diversity of food products and services. Rapid economic and social development of Beijing has promoted development of agriculture products in the suburbs of the city. It was found that major agricultural products currently consumed in the city are fruits, followed by vegetables and livestock products. Among the vegetables, tomato ranks first based on its high consumption amount and incomes derived from the tomato marketing. Pork, chicken and fresh milk are the major animal products consumed in the city. Consumpt

关 键 词：农产品资源 供给与消费格局 营销策略 北京市 

分 类 号：F323.7[经济管理—产业经济]