發(fā)布時間：2018-06-15 11:50

  本文選題：長沙市居民 + 茶油��； 參考：《中南林業(yè)科技大學》2015年碩士論文

【摘要】：茶油是中國丘陵山區(qū)特有的木本油脂,茶油不僅品質好、營養(yǎng)豐富,還具有良好的生態(tài)效益和社會效益。種植茶樹既能保持水土、節(jié)約耕地,又能推進山區(qū)的綜合開發(fā)利用、增加農民的收入、維護國家糧油安全。具有發(fā)展的歷史必然性。湖南省是我國的農業(yè)大省,也是我國的茶油生產大省。茶油的市場前景可謂十分可觀。作為茶油大省的湖南,雖處在優(yōu)越的資源條件下,但湖南茶油產業(yè)的發(fā)展卻并不理想,未能充分發(fā)揮出其應有效益和作用。已有的研究僅僅著眼于茶油的種植和茶油的生產,如提高茶油種植技術和加大政府對產業(yè)的扶持力度等方面進行研究。在行業(yè)的發(fā)展初期,生產導向的作用非常之大,但是若能產銷并重,從市場終端去挖掘茶油的消費特點,了解消費者對茶油的認知及購買行為,這對促進整個行業(yè)的發(fā)展大有裨益。本文以消費者認知及購買行為為基本理論,以長沙市主城區(qū)兩百位居民為研究對象,通過調查問卷對茶油認知、茶油的消費現(xiàn)狀以及影響購買行為的原因等方面進行調查研究。主要內容為：消費者的基本情況、消費者對食用油的消費認知、消費者對茶油的認知和評價、茶油的消費情況、各種因素對購買茶油的影響程度。研究結果表明：(1)雖然大部分居民都認為自己了解茶油,但其實對茶油的了解程度僅僅停留在表面,簡單的知道茶油是食用油中較好的油種,而對于有關茶油的營養(yǎng)保健功能中特有的功效的具體方面知之甚少。 (2)雖然目前已有企業(yè)專門從事茶油生產銷售,但是推廣力度并不到位,并不為居民所熟知。(3)雖然居民并不排斥茶油消費,但因其價格較高,限制了一般階層的消費量,因此,消費量相比于其他品種食用油來看卻是較少的,茶油消費市場并未打開。(4)居民購買茶油受到多種因素影響,研究認為對茶油購買行為有不同程度影響的主要因素有：消費者自身認知因素、消費者對茶油的認知因素、消費者對茶油品質認知因素。最后針對消費者的基本情況、消費者對食用油的消費認知、消費者對茶油的認知和評價以及茶油的消費情況四大調查問卷的主體部分,對各部分的問題提出相應的建議及展望。
[Abstract]:Tea oil is a unique woody oil in hilly areas of China. Tea oil is not only of good quality, rich in nutrition, but also of good ecological and social benefits. Planting tea trees can not only conserve soil and water, save cultivated land, but also promote the comprehensive development and utilization of mountain areas, increase the income of farmers and maintain the national grain and oil safety. With the historical inevitability of development. Hunan Province is the agricultural province of our country, is also the tea oil production big province of our country. The market prospect of tea oil is very impressive. As a big province of tea oil, Hunan is in the superior resource condition, but the development of Hunan tea oil industry is not ideal, and it can not give full play to its due benefit and function. The existing research only focuses on the cultivation of tea oil and the production of tea oil, such as improving the planting technology of tea oil and increasing the government's support to the industry. In the early stage of the development of the industry, the role of production orientation was very great, but if we could give equal attention to production and marketing, we would dig out the characteristics of tea oil consumption from the market terminal, and understand consumers' cognition and purchase behavior of tea oil. This will greatly benefit the development of the whole industry. Based on the basic theory of consumer cognition and purchase behavior, this paper studies the cognition of tea oil, the consumption status of tea oil and the reasons that affect the purchase behavior by questionnaire, taking 200 residents of Changsha City as the research object. The main contents are as follows: consumer's basic situation, consumer's cognition to edible oil, consumer's cognition and evaluation of tea oil, consumption of tea oil, and the influence of various factors on tea oil purchase. The results show that although most residents think they know tea oil, in fact, the level of understanding of tea oil only stays on the surface, simply knowing that tea oil is the better oil in cooking oil. Little is known about specific aspects of the nutritional and health functions of tea oil. (2) although there are already enterprises specializing in tea oil production and marketing, the promotion efforts are not in place and are not well known to the residents. (although the residents do not reject tea oil consumption, their high prices limit consumption among the general class. Therefore, The consumption of tea oil is less than that of other kinds of edible oil. The consumption market of tea oil is not open.) the consumption of tea oil by residents is affected by many factors. The main factors influencing tea oil purchase behavior are: consumers' own cognitive factors, consumers' cognitive factors on tea oil, and consumers' cognitive factors on tea oil quality. Finally, according to the basic situation of consumers, consumer's cognition to edible oil, consumer's cognition and evaluation to tea oil, and the main part of the questionnaire of tea oil consumption, the corresponding suggestions and prospects are put forward to the questions of each part.
【學位授予單位】：中南林業(yè)科技大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F326.2

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本文編號：2021912