基于蛛网模型热带农产品网络市场营销模式的构建  

Construction of Network Marketing Model of Tropical Products by Cobweb Model

作　　者：朱晓锋 王联国[2] ZHU Xiaofeng;WANG Lianguo(College of Management,Gansu Agricultural University,Lanzhou,Gansu 730070;College of Information Science and Technology,Gansu Agricultural University,Lanzhou,Gansu 730070)

机构地区：[1]甘肃农业大学管理学院,甘肃兰州730070 [2]甘肃农业大学信息科学技术学院,甘肃兰州730070

出　　处：《热带农业工程》2022年第1期31-35,共5页Tropical Agricultural Engineering

摘　　要：为带动我国热带农产品产业发展,采用用蛛网模型分析海南热带水果的风险,总结影响热带水果市场风险要素。通过设计调查问卷,多个维度调查海南农产品消费情况,提出基于二维码技术的农产品监管体系,构建数学模型进行回归分析,验证营销策略对消费者购买行为的影响。结果表明,产品价格,产品质量,促销手段和销售渠道的Cronbach'sAlpha值分别为0.823、0.795、0.773、0.757,而销售策略信度整体Cronbach's Alpha值为0.802。说明销售策略具有良好信度。而产品价格,产品质量,促销手段和销售渠道的显著性系数均小于0.05,说明这4种因素对消费者的重复购买行为都具有显著正影响,最后得出回归方程:消费者购买行为=3.692+0.213×产品价格+0.259×产品质量+0.211×促销手段+0.224×销售渠道。In order to develop the tropical products in China,the market risk of tropical fruits in Hainan province was analyzed by cobweb model and three factors were summarized that affecting market risk of tropical fruits.A questionnaire survey was designed to investigate the consumption of agricultural products in Hainan,a monitoring system for agricultural products was put forward based on QR(Quick Response)code technology and finally a mathematical model was constructed for regression analysis to verify the impact of the proposed marketing strategy on consumer purchase.The results showed that the Cronbach's Alpha values of the product price,product quality,promotion means and sales channels are 0.823,0.795,0.773,and 0.757,respectively.The overall Cronbach's Alpha value of the marketing strategy reliability table is 0.802.Thus,the proposed marketing strategy has good reliability.The significant coefficients of the product price,product quality,promotion means and sales channels are less than 0.05,indicating that the four factors have highly significant positive impact on repeated consumer purchase.According to the regression analysis of consumer purchase,the regression equation of consumer purchase is finally put forward:consumer purchase=3.692+0.213×product price+0.259×product quality+0.211×promotion means+0.224*sales channel.

关 键 词：蛛网模型 市场营销 风险分析 热带水果 

分 类 号：F724.6[经济管理—产业经济] F323.7