消费者偏好视角下休闲渔业产品类型与市场定位分析

Analysis on product types and market positioning of leisure fishery from the perspective of consumer preference

消费者偏好分析是经营者进行产品市场定位与市场细分的基础。本文运用Multinomial Logit(MNL)模型对上海市5家休闲渔业经营单位的768名消费者数据进行实证分析,研究消费者在参与休闲渔业过程中,其个体特征及出游特征对不同类型休闲渔业产品偏好的影响。通过消费者休闲渔业产品偏好行为的实证研究表明:消费者对不同类型休闲渔业产品的偏好会随着消费者个体特征和出游特征的不同而发生变化,在此基础上,本文将休闲渔业产品分为核心产品、潜在产品和延伸产品。研究结论为休闲渔业产品市场定位策略的完善提供理论依据,对如何发展休闲渔业具有一定指导和借鉴意义。

Consumer preference analysis is the basis of product market positioning and market segmentation.In this paper,using the Multinomial Logit Model(MNL)to empirically analyze the data of 768 consumers from 5 leisure fishery management units in Shanghai,research the consumer in the process of participation in leisure fishery,the influence of individual characteristics and travel characteristics of consumers on preference of different types of leisure fishery products.The empirical research on consumer preference for leisure fishery products shows that consumers'preference for different types of leisure fishery products will change with the difference of individual characteristics and travel characteristics of consumers.On this basis,this paper divides leisure fishery products into core products,potential products and extended products.The conclusion of this study provides a theoretical basis for the improvement of market positioning strategy of leisure fishery products,and has certain guiding and reference significance for the development of leisure fishery.