北京创意农业需求主体及其消费特征分析

Consumption characteristics,preference and behaviour of the main body demanding for creative agriculture in Beijing

基于北京市创意农业快速发展,采用随机调研的方式并通过定量研究的方法,分析北京市创意农业消费主体及其消费行为特征。结果显示,北京市创意农业需求主体主要是具有高收入水平或高消费能力、追求精神文化生活,关注健康与生活质量的城市居民。因此,政府应充分考虑创意农业不同区域之间的异质性,防止创意农业的趋同发展,创意农业企业不仅要提高创意农业及其创意产品的创意体验水平,还要注重创意农产品的质量安全和文化内涵。

Based on the rapid development of creative agriculture in Beijing(CAB),this article summarized consumption characteristics,preference and behaviour of the main body demanding for the CAB using methods of random survey and quantitative research.The results showed that the the main body demanding for the CAB are city residents having a high level of income or consumption,pursuing spiritual and cultural life,and paying more attention to the health and quality of life.Therefore,the government should take full consideration of the heterogeneity of creative agriculture between different regions and prevent the convergence of the development of creative agriculture.The related enterprises should not only improve the level of creative agriculture and its creative experience,but also pay more attention to the quality,safety and cultural connotation of creative agricultural products.