上海地区新疆红枣消费特征及偏好研究

Study on the Characteristic and Preference of Xinjiang Jujube Consumption Based on Shanghai Region

红枣产业是近几年来新疆发展最快、覆盖最广、惠民成效最显著的一项林果产业,对农民增收有重要意义。上海是中国高端消费的代表,调查上海市消费者红枣消费的偏好,能够为新疆红枣的生产和营销提供重要的参考价值。结果表明:新疆红枣成为上海消费者红枣消费的首选,消费者购买红枣时最关注的是红枣的质量和口感,购买的渠道主要为大型超市,其次为网上和专卖店。消费者红枣的消费水平仍然较低,对新疆红枣产地和品牌认知度较低。全面推行标准化生产,提高红枣质量,加大宣传和推介力度,树立新疆红枣高端品牌形象,通过开展网络直销或者搭建"农超对接"平台等方式,是扩大新疆红枣销量的重要措施。

Xinjiang jujube industry is the fastest growing,the most extensive coverage,and the best effect for farmers＇ benefit of a fruit industry in recent years. It is very important to farmers to increase the income. Shanghai is represented by Chinese high-end consumers. Investigating consumer preferences of Xinjiang jujube in Shanghai, can provide important reference value for the production and marketing of Xinjiang jujube. The findings showed that Xinjiang jujube have become the preferred of Shanghai consumers; consumers were most concerned about the quality and taste; the main channels of purchasing was large supermarkets, followed by the Internet and stores. The level of eonsumer spending on jujubes was still low and for the consumer, the Xinjiang jujube＇ origin and brand awareness were low. Full implementation of standardized production, improving jujubes quality, increasing efforts of the publicity and promotion, establishing a high-end brand image of Xinjiang jujube, through direct sales or to build out the networks, to strengthen the building of the agricultural super docking platform,etc. ,were important measures to expand Xinjiang jujube＇ sales.