城市居民茶叶消费的产品偏好及其影响因素——基于MNL模型的微观实证

Tea Product Preferences of Urban Residents and Its Influencing Factors——Empirical Study Based on MNL Model

基于对城市居民的问卷调查数据,从总体、性别、年龄、收入、区域等5个方面描述分析了我国城市居民茶叶消费的产品结构现状,并用多分类离散选择模型(MNL)实证测度了影响茶叶消费产品结构性差异的主要因素,回答了茶产业内生产者和管理者一直关注的"大家都在喝什么茶"的问题,可为我国茶产业产品开发、市场营销策略制定提供参考依据。

Based on the data collected through the questionnaire surveys to urban residents, the current product structure situation of the Chinese urban residents＇ tea consumption were described and analyzed in terms of total population, gender, age, level of income and location. Then Tea product preferences of urban residents and its influencing factors were measured using the muhinomial discrete choice model （MNL）. Meanwhile, this article responded what tea the customers were drinking, which was always paid attention by producers and manag- ers in tea industry. The conclusion could afford references for the Chinese tea industry＇s product development and the marketing strategies.