|本期目录/Table of Contents|

[1]于永霞,余武昌,邱长玉,等.广西消费者对蚕丝被的认知及市场需求调查报告[J].丝绸,2014,51(10):000075-79.
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广西消费者对蚕丝被的认知及市场需求调查报告(PDF/HTML)
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《丝绸》[ISSN:1001-7003/CN:33-1122/TS]

卷:
51
期数:
2014年10期
页码:
000075-79
栏目:
改革与管理
出版日期:
2014-10-20

文章信息/Info

Title:
A Survey of Consumers’ Recognition of Silk Quilt and the Demand in the Market in Guangxi
文章编号:
1001-7003(2014)10-0075-05
作者:
于永霞余武昌邱长玉梁思思李 莉胡文娟陈显梅
(1.广西蚕业科学研究院,南宁 530007;2.江苏科技大学 继续教育学院,江苏 镇江 212003)
Author(s):
-
YU Yongxia, YU Wuchang, QIU Changyu, LIANG Sisi, LI Li, HU Wenjuan, CHEN Xianmei
关键词:
广西消费者蚕丝被认知市场需求调查报告
Keywords:
Guangxi consumers recognition of silk quilt demand in the market survey
分类号:
F768.1
doi:
-
文献标志码:
B
摘要:
通过走访和电子问卷等方式,调查了广西消费者对蚕丝被的认知及市场需求(购买力与购买行为)情况。结果显示:硕士或博士、大专及大学文化程度,月收入在3 001~5 000元,40~50岁的消费人群,医生、科技工作者、公务员等比较青睐蚕丝被,是蚕丝被消费的目标人群;广西消费者在购买蚕丝被的过程中比较注重质量及品牌,但对于广西蚕丝被的品牌,消费者认知度还不高。广西蚕丝被生产企业应该针对消费市场,准确定位目标群体,生产适销对路的蚕丝被,研发功能型蚕丝被,选择合适的营销方式,提高品牌认知度,以增加蚕丝被的市场占有量。
Abstract:
The survey was carried out to investigate the consumers’ recognition of silk quilt in Guangxi and demand in the market(purchasing power and purchasing behavior) by interviewing and making a questionnaire online. The results showed that those consumers under 40~50 years old who possess a bachelor, doctor, junior college and undergraduate college with monthly income about 3001~5000 RMB and engaging in doctors, science and technology workers and civil servants prefer the silk quilt, and this part of consumers can be the target for purchasing silk quilt and the consumers who were higher educational level had more strong consciousness to purchase silk quilt. The consumers in Guangxi payed attention to the quality and the brand when they purchase the silk quilts. but they take a low awareness of the products made by Guangxi. The conclusion was that the enterprise of produce silk quilt should locate the target group,produce appropriate quilts, choose sealing method, increasing brand awareness to increase market share of silk quilt.

参考文献/References:

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HAO Jie. Silt quilt industry splendour, the branch association of silk quilt that was set up by China silk association promote industry optimum development[J]. Textile and Apparel Weekly Magazine,2009(39): 27-28.
[2]祁广军, 于永霞. 广西蚕桑产业可持续发展对策研究[J]. 蚕业科学, 2013, 39(5): 984-990.
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备注/Memo

备注/Memo:
收稿日期:2014-04-11;修回日期:2014-09-15
作者简介:于永霞(1979—),女,经济师,主要从事蚕桑产业经济与信息研究。
更新日期/Last Update: 2014-09-23