超市生鲜农副产品购买行为与经营策略研究

华中科技大学硕士学位论文超市生鲜农副产品购买行为与经营策略研究姓名：张德育申请学位级别：硕士专业：工商管理指导教师：杨超20060414I203090IIAbstractEmergedinthe20thcentury30'sinU.S.A,supermarketcametoChinain90'sinitialperiodandhavedevelopedrapidlyasanewretailingstyle.Byprovidingfreshagriculturalandsubsidiaryproducts,onehandsupermarketsimproveconsumer'sshoppingenvironment,theshoppingmethodsandpeople’slife-quality,ontheotherhandbecausethereductioncirculatinglinks,farmerscanmakemoreprofitsbytheirproducts.Throughtheintegrationoftheentiresupplychainoffreshagriculturalandsubsidiaryproducts,supermarketsprovidethesecurity,convenienceandvarietyoffreshagriculturalandsubsidiaryproductsforthecitypeople.Sosupermarketshavemadeprofoundinfluencetocitypeople'ssociallife,andhowtomanagethischainbecomesveryimportantandsignificant.Thisarticlemainlystudiesondealingenvironmentoffreshagriculturalandsubsidiaryproducts,keyfactorsanddealingtrendsfromtheexpensechoicebehaviorangle.Andfurthermorethisarticleprovidesdecision-makingsformanagement.Thisarticlealtogetherdividesintosevenparts.Thefirstpartelaboratesonthebackgroundandthesignificanceofthisresearch,thenreviewandsimplynarratesthedomesticandforeigncorrelationsresearch,andproposestheresearchbasicmentalityandthemethod.Inthesecondpart,introducestherelatedtheoryofthisresearch:theconsumermotivetheory,thecustomervaluetheory,andtheconsumerpurchasingbehaviortheory.Thethirdpartstressestoanalyzesupermarket-managementenvironmentofthefreshagriculturalandsubsidiaryproducts.Thefourthpartisthesupermarketlivesthefreshagriculturalandsubsidiaryproductspurchasebehavioralanalysis.Thefifthpartproposesthemanagementstrategyofsupermarketslivethefreshagriculturalandsubsidiaryproducts.Inpartsix,withrelevantfactorsselectedbyBehaviorofConsumerChoice,databasedonthesamplesofagriculturalandsubsidiaryproductsconsumptionchoiceofIII300consumersinwuhan,thisstudymakesapositiveanalysisonwheretheconsumersmaketheirpurchasesandanalyzethedirectionandextentoftheirinfluence.Theseventhpartanalyzesinfrontinthefoundationproposesthesummarytothisarticle.Keywords:supermarketfreshagriculturalandsubsidiaryproductspurchasingbehaviormanagementstrategy(“”)::::111.12080[16],21.21.31.3.12001500[14]2002ThomasReardon3[13][11]1.3.2WTO[17][18][19][20][21][22][23][24][25][26][27]1.441.5522.1(Motivation)(R.Wood-worth)1918[28]2.1.1(Freud)[10]62030502.1.2201918[5](Hull)E=D-HEDH72.1.3[9]82.1.4Abrahamh.Maslow[29]1231“”234592-12-12.1.5·1232.22090102.2.14CsLauteborn,19904Cs[30]4Ps4Cs1Customer2Cost3Communication4Cs4Convenience4Cs4Cs4Ps4Cs114Cs14Cs24Cs34Cs44Cs4Ps2.2.2Zaithaml[15]1122341231342.2.3[31]2-22-2142.2.4[7]CPV=+/+CPV=152-32-32.3[32][33]2.3.1162.3.22.3.3172.3.4--2-4--182.3.52060(2-5)2-51933.12002200890%10%30%2001400“”200482.3200540%2006300“3:3:3”“7:2:1”200525%40%9005004199520137177001040“”200412242593.7%:“”3.22110%1,22234510%30%20%6233.33.3.1GDP8%200062962004942210.6%20001917200425407.3%3-13-119952000200120022003200442796296686081779061942235374998530960306511673117711917210722722417254020043025,1763,69003-2243-21990200020012002200320041837.813800.414319.715140.115447.515804.6()264.214.4%2661.819.3%2695.218.8%2887.719.1%2938.119%3025.619.14%()183.510%1546.211%1584.411.1%1692.211.2%1708.811.1%1763.311.16%()182.49.9%2073.415%2076.814.5%2205.414.6%2246.014.6%2294.814.52%()618.833.7%4201.930.4%4185.329%4468.029.5%4541.429.4%4619.229.23%3.3.2131320026603.520054.5:3.3.3253300“”“”“”12242593.7%3.3.43.43.4.1263.4.23.4.312100032742844.1294.24-1304-14.3[36]4-2:314-24.3.14.3.24.3.34.3.4324.3.51234.44-3:334-3344.4.14.4.21234.4.3[37]1352344.4.4130502363454.4.512`34374.4.63855.1[38]5.1.1[39]391“”2ABC“”3405.1.2[40]“”5.1.3415.25.2.1901234425.2.212435.2.313000150001525%5001500510%234564475.2.41452()()3“+”446()5.2.547120%40%10%23POP45.2.6485.2.75.3495066.1800“”70300300287276()27613147.5%14552.5%2020217.6%21-304616.7%,31-407226%;41-504717%51-605513%603512.7%6-1516-16.26.2.1,47%37%6-26-2522014%6078%6-36-381%11%6-4536-440%76%6-56-5546.2.2183%428%6-66-693%10%6-7556-76-814002400-8003801-120041201-160051601-200062001-240072401-2800828006-8566.2.394%91%6-16-11234594%3%2%1%091%5%4%0085%14%1%0026%38%20%10%6%9%31%33%20%7%6%9%33%37%15%3%19%34%34%10%123456.36.3.140028008006-95714002400-8003801-120041201-160051601-200062001-240072401-2800828006-9400“”“”120050%6-2586-2%%%4003.50.00.0105.3400~8003.79.62.1107.5800~12003.228.923.5111.01200~16002.530.129.5113.51600~20001.949.634.0111.52000~24002.257.548.2110.72400~28001.653.050.0117.228001.463.786.9123.16.3.210:00~13:0016:00~19:0013:00~16:006-106-10596.3.380%5%6-116-116.3.491%6-3606-31234591%5%3%1%053%21%10%12%4%39%23%23%10%5%006%21%73%11%17%54%10%8%10%12%20%27%31%29%35%20%5%11%20%36%23%11%10%41%23%16%11%9%123456112345626789106364[1]AndrewFeame.SuccessFactorsinTheFreshProduceSupplyChainInsightsfromtheUK.BritishFoodJournal.Bradford.2000.Vol.102:755-765[2]AnneWilcocky,MariaJosephKhanonax,MayAung.ConsumerAttitudesKnowledgeandBehavior:AReviewofFoodSafetyIssues.TrendsinFoodScience&Technology.2004.Vol.15:55-75[3]Cole.R.E.LearningfromLearningTheory:ImplicationsforQualityImprovementsofTurnover.Use