本文選題：食用油 + 屬性偏好�。� 參考：《曲阜師范大學》2017年碩士論文

【摘要】：隨著國民經濟的快速發(fā)展,消費者的生活水平逐步提高。中國絕大部分地區(qū)的消費者已實現(xiàn)溫飽,正逐步向小康水平邁進。十八大報告指出到2020年要全面建成小康社會。廣大人民群眾正從“吃得飽”到“吃得好”轉變。食用油作為人民日常生活的必需品,其食用量的多少能夠在很大程度上反映著人民生活水平的改變。市場上的食用油產品琳瑯滿目,各種食用油品質良莠不齊。食用油具品牌、標簽、產地、價格、包裝、重量、色澤、轉基因與否等屬性�？傮w來看食用油兼具信任品、經驗品和搜尋品等特征。消費者對食用油的屬性偏好不一而足,但總有一些屬性為大多數消費者所接受。因此,研究消費者對這些屬性的偏好差異就變得非常有意義。食用油市場份額的爭奪漸趨白熱化,消費者對食用油的屬性偏好影響著其選購傾向,決定著其購買行為。食用油的生產廠商應了解消費者對食用油的屬性偏好,生產適銷對路的食用油產品并努力提高產品質量,得到消費者的信賴與認可,增加市場份額。所以,研究消費者對食用油的屬性偏好具有學術價值和應用價值。本文立足于西方消費理論、消費者行為理論、消費者偏好理論等一系列比較成熟的學術理論,形成消費者食用油屬性偏好的論述框架,采用網上問卷調查法和實地問卷調查等方法對山東省食用油消費者的屬性偏好進行調研,得到470個可靠樣本,而后,對樣本數據進行描述性統(tǒng)計分析;之后,運用層次分析法、熵權法分析、有序Logit模型定量分析研究,并進行邊際分析。本文的一個創(chuàng)新點為,推導出普適的邊際效應計算公式,為計算邊際效應提供了一個強有力的工具。計量分析的結果顯示,消費者對食用油安全關注度較高,消費者對食用油的色澤極其關注,尤其偏好色澤明亮的食用油。消費者對政府是信賴的,相信政府能夠解決好食用油安全問題;價格不再是影響消費者對食用油消費的首要因素;各年齡段的消費者對食用油的標簽(指質量信息標簽,下同)均偏好,而且消費者傾向于偏好標簽屬性;各年齡階段中的絕大多數消費者對大品牌食用油更為偏好;相比于其他價格的食用油,消費者更偏好于70元/5 L食用油。因此,食用油生產廠商應制定不同的定價策略來滿足消費者各種不同的需求,并且努力提升自身品牌的影響力,在保證食用油生產質量的基礎上,合理使用營銷策略與消費者達到“雙贏”;政府應制定切實可行的法律法規(guī),維護和規(guī)范好食用油市場,相關部門應加強監(jiān)管,各司其責,各盡所能做好本職工作,使食用油市場健康、活躍發(fā)展。
[Abstract]:With the rapid development of the national economy, consumers' living standards have gradually improved. Most of China's consumers have achieved food and clothing, is gradually moving towards a well-off level. The report of the 18th National Congress pointed out that a well-off society should be built in an all-round way by 2020. The broad masses of the people are changing from "eating well" to "eating well." Edible oil, as a necessity of people's daily life, can reflect the change of people's living standard to a great extent. Edible oil products on the market, a variety of edible oil quality intermingled. Edible oil brand, label, origin, price, packaging, weight, color, genetically modified or not. Generally speaking, edible oil has the characteristics of trust, experience and search. Consumers prefer edible oil attributes, but some properties are accepted by most consumers. Therefore, the study of consumer preference for these attributes becomes very meaningful. The scramble for market share of edible oil is becoming more and more intense, and consumers' attribute preference to edible oil affects their purchasing tendency and behavior. The producer of edible oil should understand the attribute preference of consumers, produce marketable edible oil products and strive to improve the quality of the products, get the trust and recognition of consumers, and increase market share. Therefore, it has academic value and application value to study the attribute preference of consumers to edible oil. Based on a series of mature academic theories, such as western consumption theory, consumer behavior theory and consumer preference theory, this paper forms the framework of consumer edible oil attribute preference. The online questionnaire survey and field survey were used to investigate the attribute preference of edible oil consumers in Shandong Province, and 470 reliable samples were obtained. Then, the sample data were analyzed by descriptive statistics, and then the analytic hierarchy process (AHP) was used. Entropy weight analysis, ordered Logit model quantitative analysis, and marginal analysis. One of the innovations in this paper is to deduce a universal formula for calculating the marginal effect, which provides a powerful tool for the calculation of the marginal effect. The results of econometric analysis show that consumers pay more attention to the safety of edible oil, and consumers pay great attention to the color of edible oil, especially the bright color of edible oil. Consumers trust the government and believe that the government can solve the problem of edible oil safety; that price is no longer the primary factor affecting consumers' consumption of edible oil; and that consumers of all ages label edible oil. The majority of consumers in all ages prefer big brands of edible oils, and consumers prefer 70 yuan / 5 L of edible oil over other prices. Therefore, edible oil manufacturers should formulate different pricing strategies to meet different needs of consumers, and strive to enhance their brand influence, on the basis of ensuring the quality of edible oil production. The reasonable use of marketing strategy can achieve a "win-win" for consumers; the government should formulate practical laws and regulations to maintain and standardize the edible oil market, and the relevant departments should strengthen supervision and control, and each department should be responsible for doing its own work as best as it can. Make edible oil market healthy and active development.
【學位授予單位】：曲阜師范大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F713.55

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本文編號：1960262