商业经济
商業經濟
상업경제
BUSINESS ECONOMY
2013年
24期
16-17,111
,共3页
消费者%果蔬类农产品%购买渠道%超市
消費者%果蔬類農產品%購買渠道%超市
소비자%과소류농산품%구매거도%초시
consumers%fruit and vegetable produce%purchase channel%supermarket
通过对消费者果蔬类农产品购买地点的选择及购买频率、购买渠道的选择和关注因素以及消费者个人特征与购买地点选择的调查研究发现，超市将逐渐成为果蔬类农产品零售的一个重要的营销渠道。超市应克服在果蔬类农产品经营方面存在的困难，合理规划超市选址与布点，有效划分与安排超市果蔬类农产品的经营区域，控制果蔬类农产品的销售价格，保持果蔬类农产品的新鲜度，加强果蔬类农产品品牌建设，以提升超市果蔬类农产品的竞争力。
通過對消費者果蔬類農產品購買地點的選擇及購買頻率、購買渠道的選擇和關註因素以及消費者箇人特徵與購買地點選擇的調查研究髮現，超市將逐漸成為果蔬類農產品零售的一箇重要的營銷渠道。超市應剋服在果蔬類農產品經營方麵存在的睏難，閤理規劃超市選阯與佈點，有效劃分與安排超市果蔬類農產品的經營區域，控製果蔬類農產品的銷售價格，保持果蔬類農產品的新鮮度，加彊果蔬類農產品品牌建設，以提升超市果蔬類農產品的競爭力。
통과대소비자과소류농산품구매지점적선택급구매빈솔、구매거도적선택화관주인소이급소비자개인특정여구매지점선택적조사연구발현，초시장축점성위과소류농산품령수적일개중요적영소거도。초시응극복재과소류농산품경영방면존재적곤난，합리규화초시선지여포점，유효화분여안배초시과소류농산품적경영구역，공제과소류농산품적소수개격，보지과소류농산품적신선도，가강과소류농산품품패건설，이제승초시과소류농산품적경쟁력。
Researching on where and how often people buy fruits and farming produce, personal consumption features, and what they are concerned about, the author concludes that supermarkets will be the first choice for consumers to pay for fruits and vegetables. We should plan on sites of supermarkets reasonably and arrange properly varieties of farming products at supermarkets. We should try to keep fruits and vegetables fresh, regulate retailing prices, and build on brands. As a result, we could improve the competitiveness of farming produce.
