摘要
烟台苹果是全国闻名的水果品牌,为促进烟台苹果产业的发展及烟台苹果品牌竞争力的提升,基于山东省烟台市消费者的调研数据,利用多元Logistic回归模型,研究消费者对烟台苹果购买行为的影响因素。从产品因素、客观因素、价格因素3个维度分析,得出品种、购物环境和是否促销是影响消费者对烟台苹果购买行为的3个最主要的因素,建议烟台苹果产业应该立足消费者需求偏好,进行品种优化与创新,改善线下线上购买环境,加强区域品牌建设,精确把握价格预期,实行差异化定价策略,从而增强烟台苹果产业的竞争力。
Yantai apple is a nationally known fruit brand.To advance the development of the Yantai apple industry and strengthen brand competitiveness,this study employs a multinomial logistic regression model,utilizing consumer research data from Yantai City,Shandong Province,to analyze factors influencing consumers’purchasing behavior toward Yantai apple.Analyzing the three dimensions of product,objectivity and price,it is demonstrated that variety,shopping environment and promotion are the three most important factors influencing consumers’purchasing behavior towards Yantai apple.It is suggested that the Yantai apple industry should be based on consumer demand preferences,optimize and innovate varieties,improve the offline and online purchasing environment,strengthen regional branding,accurately grasp the price expectations,and implement differentiated pricing strategies so as to enhance the competitiveness of the Yantai apple industry.
作者
牟英铮
刘玥彤
孙哲
张启宇
Mu Yingzheng;Liu Yuetong;Sun Zhe;Zhang Qiyu(Yantai Institute of China Agricultural University,Shandong 264670)
出处
《中国果树》
2025年第5期28-32,共5页
China Fruits
作者简介
牟英铮,E-mail:muyz2002@126.com;通信作者:张启宇,E-mail:rcraingo@163.com。
