有机猪肉消费者态度调研及市场营销策略  

Investigation in Consumers′ Attitude towards Organic Pork and Marketing Strategy

作　　者：胡卫中[1] 

机构地区：[1]浙江大学城市学院,浙江杭州310015

出　　处：《中国畜牧杂志》2014年第18期28-31,共4页Chinese Journal of Animal Science

摘　　要：为改进有机猪肉供应商的市场营销策略,对消费者的有机猪肉态度进行了分析。采用自行设计的问卷对杭州地区的有机猪肉购买者开展调查,回收有效问卷778份。数据分析表明,消费者缺乏有机猪肉知识,而且有机猪肉购买决策的卷入度低,不愿花费时间精力收集分析信息对有机猪肉的品质进行评估。验证性因子分析证实了消费者对有机猪肉态度的单一维度结构,可以认为"有机"概念作为一个强有力的因素决定了消费者对有机猪肉的态度,使得消费者相信有机猪肉在各个方面都优于普通猪肉。最后从知识普及、形象塑造和广告方法等方面,对改进有机猪肉营销策略提出建议。To offer proposals on improving marketing strategy, an investigation in consumers＇ attitude towards organic pork was conducted. Data were collected using a self-designed questionnaire with 778 purchasers of organic pork in Hangzhou. The result reveals that consumers lack the knowledge of organic pork and are unwilling to assess the performance of organic pork through collecting and analyzing relevant information owing to the low involvement of purchasing decision. The confirmatory factor analysis confirms the unidimensionality of consumers＇ attitude to organic pork, which indicates that consumers consider organic pork to be superior to conventional pork in all aspects. Finally, proposals to improve marketing strategy of organic pork are discussed on popularization of knowledge, image-building and advertisement pattern.

关 键 词：有机猪肉 态度 卷入度 知识 消费者 

分 类 号：F063.2[经济管理—政治经济学]