黑龙江省非转基因大豆油省外市场营销建议——基于消费者购买行为因素分析  

Suggestions on Marketing Heilongjiang's Non- GMO Soya- bean Oil outside the Province——Based on Studies of Consumer Purchasing Behaviors

作　　者：金明华[1] 陈文杰[1] 张真珍[1] 

机构地区：[1]哈尔滨商业大学管理学院,哈尔滨150028

出　　处：《哈尔滨商业大学学报（社会科学版）》2015年第3期58-65,共8页Journal of Harbin University of Commerce:Social Science Edition

基　　金：国家自然科学基金项目(71440004);黑龙江省教科学攻关项目(GC13D505)

摘　　要：黑龙江省是我国非转基因大豆主产区之一。黑龙江省大豆油生产企业以当地优质大豆为原料生产销售非转基因大豆油,在省内已形成较为稳定的消费群。近年来,随着省外消费者对非转基因大豆油消费意识的增强,省外非转基因大豆油市场机会逐渐显现。黑龙江省大豆油生产企业应在了解省外四个地区消费者非转基因大豆油消费行为特点的基础上制定恰当的营销策略,满足省外消费者的需求,加快企业省外市场拓展。Heilongjiang Province is one of the major districts producing non- transgenic soybean. With the local high- quality soybean as the raw material of non- transgenic soybean oil,soybean oil companies in Heilongjiang have attracted a stable group of consumers. In recent years,as the consumption awareness of consumers from other provinces grows,the potential of the market outside Heilongjiang Province gradually appears. On the basis of understanding characteristics of consumption activities of consumers from other four provinces in purchasing the non- transgenic soybean oil,related companies in Heilongjiang should draw up appropriate marketing strategies to meet demands of consumers and widen the market outside the province.

关 键 词：非转基因大豆油 消费者购买行为因素 市场营销 

分 类 号：F762.2[经济管理—产业经济] F713.50