内蒙古马奶市场供给及消费特征分析  

Analysis of Supply and Consumption Characteristics in the Inner Mongolia Mare's Milk Market

作　　者：刘莎[1] 吴光宇[1] 李小花 LIU Sha;WU Guangyu;LI Xiaohua(Vocational and Technical College of Inner Mongolia Agricultural University,Inner Mongolia Baotou 014109)

机构地区：[1]内蒙古农业大学职业技术学院,内蒙古包头014109

出　　处：《中国乳业》2024年第11期96-100,共5页China Dairy

基　　金：内蒙古教育厅高校科研人文社科一般项目-内蒙古马产业区域特征及升级路径研究(NJSY22534);内蒙古农业大学职业技术学院科技创新团队-农业产业现代化与乡村振兴科技创新团队项目(TDY202304);内蒙古农业大学职业技术学院哲学社会科学基金项目-基于消费者视角的内蒙古马奶市场营销策略研究(2020ZY04);2022年度自治区直属高校基本科研业务费项目-马文化与马产业研究中心能力建设专项(BR221047)。

摘　　要：马奶是蒙古族传统饮品之一,蒙古人自古将马奶称“神圣的饮料”。马奶是市场上难得的保健营养品,具有独特医用与保健效果,市场前景广阔。但由于马奶市场认同度低,导致马奶需求特点不明晰。以内蒙古马奶的消费者、供应商作为研究对象,分析马奶市场供需特征,了解产品发展的制约因素,指出内蒙古马奶的市场发展方向。Mare's milk is one of the traditional Mongolian beverages,and Mongolians have called it sacred drink since ancient times.Mare's milk is a rare health care nutrient in the market,with unique medical and health benefits and it has broad market prospects.However,due to the low degree of recognition of the mare's milk market,the demand for mare's milk and its characteristics is not clear.This paper took the consumers and suppliers of mare's milk in Inner Mongolia as the research subjects,analyzed the supply and demand characteristics of the mare's milk market understands the constraints on product development,and pointed out the direction for the market development of mare's milk in Inner Mongolia.

关 键 词：马奶 内蒙古 市场供给 消费特征 

分 类 号：F326.3[经济管理—产业经济] F426.82