北京居民花卉消费特征分析

Analysis of consumption of flowers and plants in Beijing

以问卷调查数据为基础,运用SPSS软件分析了北京市城市居民花卉消费行为的基本特征。研究结果表明,居民花卉消费总体需求旺盛,居民花卉消费个体需求多样化,消费者的花卉购买方式以实体市场为主,花卉消费时段集中、节日特征明显,花卉消费从众心理明显,消费预期较为乐观但不确定性较强。进而探讨了不同细分市场的花卉消费特征,并据此提出了促进花卉消费的营销建议。

Based on the survey data of questionnaire, the authors analyzed the basic characteristics of the consumption behaviour of flowers and plants in Beijing using the SPSS software. The study showed that the total demand for flowers and plants was strong, people＇s demand for flowers and plants was diversified, physical market was the primary place for people to buy flowers and plants, the purchasing time was concentrated on holidays, the consumption was prone to herd mentality, and the consump- tion expectation would be optimistic but uncertain in the short run. Then the paper identified the characteristics of individual consumption behaviour of flower and plants in different market segments. Finally the authors made some suggestions for mar- keting strategy of flower and plants.