乌鲁木齐市水果消费市场细分研究  

Study on Market Segmentation of Fruits Consumer in Urumqi City

作　　者：王太祥[1] 王腾[1] WANG Taixiang WANG Teng(Research Center for Agricultural Modernization,Shihezi University,Shihezi,Xinjiang 83200)

机构地区：[1]石河子大学农业现代化研究中心,新疆石河子832000

出　　处：《北方园艺》2017年第9期169-173,共5页Northern Horticulture

基　　金：教育部人文社会科学研究资助项目(12XJJC790005);兵团社科基金资助项目(12QN08)

摘　　要：我国水果市场已进入买方市场,消费者利益诉求日益多元化,水果生产经营者(企业)有必要对消费者进行市场细分,以更有效地满足目标客户群的诉求。利用乌鲁木齐市消费者的调查数据,运用因子分析和聚类分析等统计分析方法将乌鲁木齐市水果消费市场细分为"口味型""视觉型"和"安全型"3类,并对各类细分市场的人口统计学特征和购买行为特征进行了总结,以期为水果生产经营者(企业)有效制定营销策略提供参考依据。Fruit market in China has entered into the buyer′s market period,and consumers′interest demands are being various day by day.It is necessary for fruit producers or marketers（or enterprises）to subdivide the consumers in order to meet the targeted audiences′expectations more effectively.Based on the survey data of urban consumers of Urumqi,this paper adopted factor analysis and cluster analysis to delineate the types of fruit market.Cluster analysis indicated that the fruit consumption market can be divided into three types：taste type,visual type and safety type.And the demographic characteristics and purchasing behavior characteristics on different market segments were summarized in this paper.All of these analyses were designed to provide some references for fruit producers or marketers（or enterprises）to make marketing strategies effectively.

关 键 词：水果 市场细分 乌鲁木齐 

分 类 号：F713.5[经济管理—市场营销]