面向华南市场的新疆特色林果产品评价  

Evaluation on characteristics of fruit products in Xinjiang oriented for the South China market

作　　者：英犁[1] 胡锐[2] 刘萍[3] 

机构地区：[1]国家林业局,北京100714 [2]广州大学华软软件学院,广东广州510990 [3]华南农业大学林学与风景园林学院,广东广州510642

出　　处：《河北林果研究》2015年第3期264-267,共4页Hebei Journal of Forestry and Orchard Research

基　　金：新林计发[2014]41号"新疆特色林果产品开拓华南市场综合评价"

摘　　要：为了进一步促进新疆特色林果产业链可持续发展,提高新疆特色林果产品在华南市场的占有率,采用层次分析方法和问卷调查方法,面向华南市场消费群体就新疆特色林果产品质量、品牌、产地、营养、包装、价格和外观等7个主要评价指标的市场认知程度进行调查分析,结果表明:评价新疆特色林果产品走向市场的最重要指标是生产产地,林果种植应科学合理区划林果产品种植区域,政府可建立长效稳定的补贴制度鼓励特色林果种植区域集中优化布局,为林果产品的后续包装、储运及深加工奠定基础;其次重要指标是林果产品的品牌,实施品牌化战略是新疆特色林果产品占据华南市场的必由之路;再依次为价格、营养、质量、包装和外观等评价指标。In order to further improve the sustainable development of Xinjiang characteristic fruit industry chain,improve market share of the Xinjiang characteristic fruit products in south China market,an investigation in seven major evaluation indexes was conducted including the market cognitive degree to the Xinjiang characteristic fruit quality,brand,producing area,nutrition,packing,price,and appearance by analytic hierarchy process and questionnaire survey,facing the South China market consumption group.The results showed that evaluation of Xinjiang characteristic fruit products to market is the most important indicators of production area.Therefore,some suggestions were proposed by dividing the fruit product planting area scientifically and reasonably,establishing a long-term stable subsidies by the government,encouraging the characteristic fruit planting areas to be centralized with an optimized layout,providing references for its follow-up packaging,storage,transportation and further processing.Secondly,the important indicator is the fruit product brand.To implement the brand strategy is the necessary way of Xinjiang characteristic fruit products occupying the South China market,followed by other indicators including its price,nutrition,quality,packaging and appearance.

关 键 词：特色林果产品 评价指标 产地 品牌 层次分析法 

分 类 号：S75[农业科学—森林经理学]