北京市休闲果业客源市场特征研究

Study on the Characteristics of the Beijing Recreational Fruit Industry Market

根据2005年9月至11月对到果园观光的游客所进行的问卷调查,运用SPSS 13.0统计软件包,从游客的社会人口学特征、消费行为以及对北京市周边各果园的形象感知等3个方面分析了目前北京市休闲果园的客源市场特征及存在的一些问题,以期为北京市休闲果园的客源市场定位、营销策略的制定和产品开发提供一些借鉴。

Based on the research of the Recreational Orchards＇ visitors in September, October and December ,the paper analyzes the characteristics of the tourist market and some problems in the Orchards from the following aspects： social demography features, consumptive actions and the conception of tourist image, which is referenced to the tourist market＇s orientation, marketing and product＇s development in the Recreational Orchards.