[1]杨德利,李智彬,王浩,等.都市花卉产业的市场需求分析[J].北方园艺,2022,(13):134-140.[doi:10.11937/bfyy.20220259]
　YANG Deli,LI Zhibin,WANG Hao,et al.Analysis of Market Demand of the Flower Industry in Major Cities[J].Northern Horticulture,2022,(13):134-140.[doi:10.11937/bfyy.20220259]
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都市花卉产业的市场需求分析

《北方园艺》[ISSN:1001-0009/CN:23-1247/S] 卷: 期数: 2022年13 页码: 134-140 栏目: 出版日期: 2022-07-15
Title:
Analysis of Market Demand of the Flower Industry in Major Cities
作者:
杨德利1; 李智彬1; 王浩2; 刘增金3
（1.上海海洋大学 经济管理学院，上海 201306；2.河南省唐河县农业农村局，河南 南阳 473400；3.上海市农业科学院 农业科技信息研究所，上海 201403）
Author(s):
YANG Deli1; LI Zhibin1; WANG Hao2; LIU Zengjin3
(1.School of Economics and Management，Shanghai Ocean University，Shanghai 201306；2.Agriculture and Rural Affairs Bureau of Henan Tanghe，Nanyang,Henan 473400；3.Institute of Agricultural Science and Technology Information，Shanghai Academy of Agricultural Sciences，Shanghai 201403)
关键词:
花卉产业; 市场需求; 购买行为; 认知行为; 现代都市农业
Keywords:
flower industry; market demand; purchase behavior; cognitive behavior; modern urban agriculture
DOI:
10.11937/bfyy.20220259
文献标志码:
A
摘要:
利用上海市消费者问卷数据，构建二元Logit模型，从个体与家庭因素、行为特征和心理因素3个方面分析上海市消费者花卉消费行为的基本特征和影响因素以判断都市花卉产业的市场需求。结果表明：1）大都市花卉产业在花卉品种供应及促销方式上还需改进，服务水平有待提升，同时宣传力度较小，缺乏相应的宣传渠道；2）城市居民普遍购买过花卉，但购买行为并未形成常态；消费者对于当前都市花卉的定价满意程度不高，且对于上海地产花卉的辨识度较低，地产花卉品牌建设有待提高；3）户籍、购买目的、接受价格、服务满意度对居民的购买行为影响最为深刻。因此，建议从生产和销售2个维度进行改进。生产方面，政府应鼓励企业注重花卉品种培育和品牌建设；销售方面，企业应定位消费者真实需求，通过拓宽销售渠道，拉动市场消费。政府应规范价格制度，建立标准体系，保持市场良性竞争。
Abstract:
A binary Logit model was constructed by using the Shanghai consumer questionnaire data，and the basic characteristics and influencing factors of consumer flower consumption behavior in Shanghai were analyzed from three aspects,individual and family factors，behavioral characteristics and psychological factors,in order to judge the market demand of the urban flower industry.The results showed that,1)the metropolitan flower industry still needed to be improved in the supply and promotion of flower varieties，the service level needed to be improved，and the publicity was small，and the corresponding publicity channels were lacking；2)urban residents had generally purchased flowers，but the purchase behavior had not formed a normal；consumers were not satisfied with the current pricing of urban flowers，and the recognition of Shanghai real estate flowers was low，and the construction of real estate flower brands need to be improved；3)household registration，purchase purpose，accepted price，service satisfaction had the most profound impact on residents′ purchasing behavior.Therefore，it was recommended to propose improvements from the two dimensions of production and sales.In terms of production，the government should encourage enterprises to pay attention to the cultivation of flower varieties and brand building；in terms of sales，enterprises should position the real needs of consumers and stimulate market consumption by broadening sales channels.The government should standardize the price system，establish a standard system，and maintain healthy competition in the market.

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备注/Memo

第一作者简介：杨德利（1963-），男，硕士，教授，博士生导师，现主要从事农业经济学等研究工作。E-mail:dlyang@shou.edu.cn.基金项目：国家自然科学基金青年资助项目(71603169)；上海市政府决策咨询重点课题资助项目（2019-A-023）；上海市科委软科学重点课题资助项目（19692107600）；上海市科技兴农推广资助项目（沪农科推字[2019]第3-4-2号）。收稿日期：2022-01-19

更新日期/Last Update: 2022-08-31