【摘要】：運(yùn)用問卷調(diào)查法在海南省18個市縣(除三沙市)針對靈芝茶的市場認(rèn)知度、認(rèn)知渠道和市場前景進(jìn)行調(diào)查分析,結(jié)果表明:(1)被調(diào)查者對海南靈芝茶市場認(rèn)知度較高,47.4%的人對靈芝茶的了解較多,88.9%認(rèn)為靈芝茶產(chǎn)品好。(2)對靈芝茶的認(rèn)知渠道不同,收入較低者主要是靠宣傳,收入較高者主要從其他渠道認(rèn)知。(3)購買靈芝茶受宣傳和促銷影響百分比分別為39.3%和26.8%,受宣傳的影響較大,打折促銷優(yōu)于"買一送一"促銷。(4)海南靈芝茶市場前景良好,其中領(lǐng)導(dǎo)層和高收入群體是最大的潛在市場。
[Abstract]:A questionnaire survey was conducted in 18 cities and counties of Hainan Province (except Sansha City) to investigate and analyze the market cognition, cognitive channels and market prospects of Ganoderma lucidum tea. The results showed that: (1) the respondents had a higher awareness of Ganoderma lucidum tea market, 47.4% of them knew more about Ganoderma lucidum tea, and 88.9% thought that Ganoderma lucidum tea products were good. (2) the cognitive channels of Ganoderma lucidum tea were different, and those with lower income mainly relied on publicity. The higher income people mainly recognize it from other channels. (3) the percentage of Ganoderma lucidum tea purchase affected by publicity and promotion is 39.3% and 26.8% respectively, which is greatly affected by publicity, and the discount promotion is better than the "buy one get one free" promotion. (4) Hainan Ganoderma lucidum tea market has a good prospect, among which the leadership and high-income group are the largest potential markets.
【作者單位】： 海南熱帶海洋學(xué)院;
【基金】：海南省中藥現(xiàn)代化專項(xiàng)項(xiàng)目(ZY201417) 三亞市院地科技合作項(xiàng)目(2014YD16) 瓊州學(xué)院2013年度科研項(xiàng)目(QYQN201340) 三亞市功能檳榔重點(diǎn)實(shí)驗(yàn)室項(xiàng)目(L1411) 三亞市農(nóng)業(yè)科技創(chuàng)新項(xiàng)目(2014NK28)
【分類號】：F426.82;F274

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本文編號：2523061