中国台湾水果大陆市场销售问题及购买影响因素分析——基于福州市475份问卷调查

The Sales Problems and Purchasing Influence Factors of Taiwan Fruits in China's Mainland Market——Based on 475 Questionnaires in Fuzhou City

从消费者角度入手,基于福州市475份问卷调查,分析了中国台湾水果在大陆市场的销售问题及购买影响因素。结果显示,中国台湾水果在大陆市场中主要存在产品定位过高、消费者支付和购买意愿较低、在市场销售份额有限以及销售渠道不畅等问题;性别、认知水平、购买便利性以及品牌偏好显著影响中国台湾水果消费行为。据此,文末提出相应的对策建议。

The purpose is to analyze the sales problems of Taiwan fruits in the China's Mainland market and the factors that affecting consumer purchase behaviors,starting from the perspective of consumers and basing on 475 questionnaires in Fuzhou city. The result showed that the sales issues of Taiwan fruits mainly include inappropriate product positioning,consumers’ willingness to pay and purchase was too low,too limited market share and poor sales channels in the market. Meanwhile,gender,level of cognition,ease of purchase and brand preference could significantly affect consumer purchase behavior. Accordingly,the last part of the article put forward the corresponding countermeasures and suggestions.