网络消费者购买生鲜行为的影响因素研究——以福州市场为例

Factor Analysis on the Act of Purchasing Fresh Food Online:Taking Fuzhou Market as an Example

对福州生鲜超市市场进行问卷调查和数据分析,筛选出网络消费者在购买生鲜商品过程中主要考虑的因素,并通过传统生鲜市场营销环境与网络背景下的生鲜超市营销环境对比,以及福州本土市场中,跨国零售集团与本土零售业在生鲜经营方面管理的异同,探索适应网络消费者主体购买需要的生鲜商品的经营管理模式,提出可操作性的对策。

Based on the questionnaire and data analysis concerning Fuzhou fresh food supermarket, the main factors into the online consumers＇ consideration when purchasing the fresh food are worked out. Through the comparison of traditional fresh food marketing environment and the online marketing environment, as well as the similarities and differences between local retail groups and international retail groups in management, practical management and operational strategies are explored in accordance with the need of online consumers.