海南灵芝茶市场认知度及前景比较分析  

COMPARATIVE ANALYSIS OF MARKET AWARENESS AND PROSPECTS IN HAINAN GANODERMA LUCIDUM TEA

作　　者：刘书伟 王燕 

机构地区：[1]海南热带海洋学院,海南三亚572022

出　　处：《南阳理工学院学报》2015年第6期125-128,共4页Journal of Nanyang Institute of Technology

基　　金：海南省中药现代化专项项目(ZY201417);三亚市院地科技合作项目(2014YD16);琼州学院2013年度科研项目(QYQN201340);三亚市功能槟榔重点实验室项目(L1411);三亚市农业科技创新项目(2014NK28)

摘　　要：运用问卷调查法在海南省18个市县(除三沙市)针对灵芝茶的市场认知度、认知渠道和市场前景进行调查分析,结果表明:(1)被调查者对海南灵芝茶市场认知度较高,47.4%的人对灵芝茶的了解较多,88.9%认为灵芝茶产品好。(2)对灵芝茶的认知渠道不同,收入较低者主要是靠宣传,收入较高者主要从其他渠道认知。(3)购买灵芝茶受宣传和促销影响百分比分别为39.3%和26.8%,受宣传的影响较大,打折促销优于"买一送一"促销。(4)海南灵芝茶市场前景良好,其中领导层和高收入群体是最大的潜在市场。Using questionnaire investigation in 18 cities and counties in Hainan province( except Sansha city) for analysising market awareness,cognitive channel and market prospect of Ganoderma lucidum tea. Results showed that: 1,Respondents to the Hainan Ganoderma lucidum tea market higher awareness. Among them 47. 4% people understand more,and 88. 9% think that the tea is good. 2,The different cognitive channels of Ganoderma lucidum tea. Lower income people mainly rely on propaganda,those with higher incomes from other sources. 3,Purchasing Ganoderma lucidum tea by the propaganda and promotion on the percentage were 39. 3% and 26.8%. The propaganda influence was great,and discount promotions better than the ' buy one get one' sales promotion. 4,Hainan Ganoderma lucidum tea market prospect is good. Leadership and high income group are the biggest potential market.

关 键 词：灵芝 灵芝茶 认知度 

分 类 号：F426.82[经济管理—产业经济] F274