北京城镇居民鲜食玉米市场细分研究  

Fresh Corn Consumption by Beijing Urban Residents: Market Segmentation

作　　者：郭燕婷 刘瑞涵 姜修胜 Guo Yanting;Liu Ruihan;Jiang Xiusheng(College of Economics&Management,Beijing University of Agriculture/Research Base for New Rural Construction,Beijing 102206)

机构地区：[1]北京农学院经济管理学院/北京新农村建设研究基地

出　　处：《中国农学通报》2019年第32期153-157,共5页Chinese Agricultural Science Bulletin

基　　金：粮经作物产业技术体系北京市创新团队建设专项(BAIC09-2019)

摘　　要：为不同的消费市场进行精准定位,并帮助鲜食玉米生产经营者更有效地选择目标市场,笔者在实地调研和查阅文献的基础上,应用因子分析和聚类分析等方法,对北京市鲜食玉米市场进行细分,分析各细分子市场的消费特征,从而得到市场分析研究结果,用于指导鲜食玉米的消费。根据消费选择偏好,将北京城镇消费者细分为感情动机型和理智动机型2个子市场。针对不同的细分市场,推出不同的鲜食玉米消费产品。政府需正确引导市场销售模式,拓展市场销售渠道。The paper aims to conduct precise positioning for different consumer markets,and help fresh corn producers to choose the target market more effectively.Based on field research and literature review,by means of factor analysis and clustering analysis,we subdivided the market of fresh corn in Beijing,analyzed the consumption characteristics of each sub-market,and obtained the results of market analysis for guiding the consumption of fresh corn.The results showed that:urban consumers in Beijing could be subdivided into two sub-markets,including the type of emotional motivation and the type of rational motivation according to their choice preferences.Therefore,different kinds of fresh corns should be produced aiming at different submarkets,and the government should guide the sale models and expand sale channels.

关 键 词：鲜食玉米 市场细分 消费偏好 因子分析 聚类分析 

分 类 号：F304.3[经济管理—产业经济]