山茱萸葡萄果酒功能性价值认知研究  

Functional value cognition of Cornus officinalis grape wine

作　　者：王子锦 杨和财[2] 袁家伟 张永刚 WANG Zijin;YANG Hecai;YUAN Jiawei;ZHANG Yonggang(School of Economics and Management,Northwest A&F University,Yangling 712100,China;School of Enology,Northwest A&F University,Yangling 712100,China;College of Bioengineering,Yangling Vocational Technical College,Yangling 712100,China;Shaanxi Danfeng Wine Co.,Ltd.,Shangluo 726200,China)

机构地区：[1]西北农林科技大学经济管理学院,陕西杨凌712100 [2]西北农林科技大学葡萄酒学院,陕西杨凌712100 [3]杨凌职业技术学院生物工程学院,陕西杨凌712100 [4]陕西丹凤葡萄酒有限公司,陕西商洛726200

出　　处：《中国酿造》2024年第11期263-267,共5页China Brewing

基　　金：国家社会科学基金(21XJY012);陕西省重点产业创新链(2023-ZDLNY-22);陕西省重点产业创新链(2023-ZDLNY-31);陕西省重点研发计划(2023XCZX2-18);西北农林科技大学大学生创新创业训练计划项目(202214108)。

摘　　要：随着我国经济的发展,人们的美好生活逐渐向健康化和保健化发展,山茱萸葡萄果酒应运而生。该研究采用手段-目的链(MEC)理论,通过软阶梯法对20位实验者进行有效访谈,研究消费者对山茱萸葡萄果酒的“属性-结果-价值”认知体系,构建出消费价值含义矩阵和层级价值图。调查结果表明,产品属性认知由原产地、保健功能、提神、风俗礼仪、个人习惯构成;产品结果认知由强身、健康、舒适、精神构成,产品价值认知由养生、社交、自信与成就构成,形成“山茱萸葡萄酒--保健--健康--社交--自信与成果”市场认知结构。这为山茱萸葡萄果酒市场开发提供心理锚定路径。With the development of Chinese economy,people's pursuit of a better life is gradually moving towards health and wellness,and Cornus officinalis grape wine has come into being.Using means-endchain(MEC)theory,20 experimenters were effectively interviewed by soft ladder method.The"attribute-result-value"cognitive system of consumers for C.officinalis was studied,and the consumption value meaning matrix and hierarchical value map were constructed.The survey results showed that product attribute cognition was composed of origin,health function,refreshment,customs and etiquette,and personal habits,product result cognition was composed of physical strengthening,health,comfort and spirit.Product value cognition was composed of health,socialization,confidence and achievement,forming a market cognitive structure of"C.officinalis grape wine-health-wellness-socialization-confidence and achievement".This provided a psychological anchor path for the development of the C.officinalis grape wine market.

关 键 词：山茱萸葡萄果酒 属性 结果 价值 市场开发 

分 类 号：TS261.4[轻工技术与工程—发酵工程]