三线城市居民休闲农业品牌化调查研究——以大庆上仓农业产品为例  

Analysis on the Branding of Leisure Agriculture in Third-tier City Residents——Taking Daqing Shangcang Agricultural Products as an Example

作　　者：褚瀛[1] 王莹[2] 赫丛喜[1] 杨东红[1] Chu Ying;Wang Ying;He Congxi;Yang Donghong(Institute of Petroleum Economic and Management,Northeast Petroleum University,Daqing 163318;Heilongjiang Bayi Agricultural University)

机构地区：[1]东北石油大学石油经济管理研究所,大庆163318 [2]黑龙江八一农垦大学

出　　处：《黑龙江八一农垦大学学报》2019年第6期118-123,共6页journal of heilongjiang bayi agricultural university

基　　金：黑龙江省哲学社会科学办公室“大数据时代企业精准营销路径及机制研究”科研项目阶段性成果(16ZLD01)

摘　　要：随着人们生活水平的提高和健康观念的提升,消费者对农产品逐渐从数量需求转向注重质量、安全、休闲等方面,对生活从满足基本需求转向逐步进入健身、娱乐等氛围。所以,根据抽样设计原理,在三线城市、产品品牌、休闲农业品牌化和有机农产品几个概念界定的基础上,阐述了大庆地区居民在上仓农业产品消费状况方面的调查过程,即调查问卷的设计与处理以及获得翔实数据的过程,并根据居民生活消费的实际,探讨了三线城市的共同点及居民休闲农业品牌化面临的实质性问题,最后提出了新时期能引领我国居民走向小康的三线城市居民在休闲农业品牌方面,推广有机农产品的消费理念,增加消费者认知;挖掘有效途径、增加消费者兴奋点;强化对有机农产品进行有效的宣传等几点建议。With the improvement of people’s living standards and health concepts,consumers’ demand for agricultural products have gradually shifted from quantity to quality,safety and leisure,and the demand for living condition have shifted from basic needs to fitness and entertainment. Therefore,according to the principle of sampling design,the specific process of designing and processing the questionnaire and detailed data compilation are expounded based on the definitions of Third-tier City product brand,leisure agriculture branding and organic agricultural products. According to the actual consumption of residents,it identified the substantive problems faced by residents in the Third-tier City. Finally,it put forward the consumption concept of promoting agricultural products with the leisure agricultural brand in the new era,and the suggestions for increasing consumer awareness,exploring effective ways,increasing consumer excitement,strengthening effective publicity of organic agricultural products for residents of third-tier cities who can lead our residents to a well-off society in the new era.

关 键 词：三线城市 居民消费 有机农产品 品牌化 

分 类 号：F323.4[经济管理—产业经济]