基于消费者行为的北京油鸡发展策略  

Development Strategies of Beijing Fatty Chicken Based on Consumer Behavior

作　　者：郝思思[1] 李华[1] 曹暕[1] 

机构地区：[1]北京农学院,北京102206

出　　处：《农业展望》2013年第9期70-74,共5页Agricultural Outlook

基　　金：北京市现代农业技术体系家禽创新团队资助

摘　　要：从消费者行为角度研究北京油鸡的发展策略,进一步分析北京油鸡拟发展成为北京市地理标志农产品的可能性与空间性。从经济管理角度切入,运用调研方法与理论知识,研究消费者在不同情况下对北京油鸡的认知度与购买行为,分析影响因素,探讨发展策略。分析了各个因素相互之间的影响关系,并针对问题提出合理建议。总体看来,北京油鸡拟发展为北京市地理标志农产品是一个较好的发展策略,在农民增收、保障产品质量、保证消费者认知信誉、为产品营造稳定的产销环境与打造北京标志农产品方面起到了非常重要的作用。Based on consumer behavior, we studied the development strategy of Beijing fatty chicken, and further analyzed the possibility and spatiality of regarding Beijing fatty chicken as Beijing geographical indications of agricultural products. Studying these issues from an economic management perspective, using research methods and theoretical knowledge, the authors analyzed the influence factors and development strategies of consumers＇ cognition degree and purchasing behavior on Beijing fatty chicken under different conditions. Then we analyzed the influence relation in various factors and put forward reasonable suggestions. Overall, developing Beijing fatty chicken to be Beijing geographical indications of agricultural products was a good strategy, which played an important role to increase farmers＇ income, ensure product quality, establish credibility to consumers, stabilize production and marketing environment and build Beijing indications of agricultural products.

关 键 词：北京油鸡 认知程度 购买行为 发展策略 

分 类 号：F326.3[经济管理—产业经济]