论文总字数：25367字

摘 要

食品安全意识逐步深入人心，农产品质量问题日益受到关注的今天，鲜活农产品是人类日常饮食生活的必需品。由于鲜活农产品市场较大，产品质量良莠不齐，不同种类、不同品牌的鲜活农产品表现出不一样的感知价值。因此消费者通过日常购买鲜活农产品的经验感知对产品质量也有进一步的深刻认知。

论文把鲜活农产品消费者作为调查研究对象，试图利用南京市各大集贸市场和生鲜超市的消费者购买行为的调查数据，对鲜活农产品质量感知价值因素进行分析，并着力研究生鲜牛奶的重要性和表现性差异，了解目前市场上影响消费者购买鲜活农产品的感知价值因素，以及消费者购买的渠道等，并就研究结果提出未来鲜活农产品市场的发展方向和提高消费者满意度的对策。

论文总共分为七个部分，第一部分介绍了研究背景、意义、方法、思路框架和研究前的相关准备；第二部分对现今国内外相关的研究现状简单梳理和大致总结，了解鲜活农产品和质量感知两方面的研究成果；第三部分选定研究模型，构建质量感知模型；第四部分开展问卷调查和实地探究，对调查数据进行数据处理和结果分析；第五部分是以生鲜牛奶为例，研究生鲜牛奶的市场表现与消费者期待之间的差异，得出相关研究结论；第六部分是依据研究结论提出相应的改进措施，提高消费者对鲜活农产品的质量感知满意度；最后一部分将研究存在的一些局限性和未来方向做了一个简单的论述。

关键词：鲜活农产品 质量感知 CVD模型 IPA分析

Fresh produce quality perception research

Abstract

Food is deeply related in the gradual awareness of food safety. As a daily diet of fresh agricultural necessities of life, the quality of fresh produce is attracting more and more people’s attention today. Because of a large fresh produce market and ragged product perceived quality , different categories or different brands of fresh agricultural products show different perceived value. Therefore, the consumers who have bought fresh produce for many times have further deep understanding.

In this paper, we research the consumers who have bought fresh produce and try to make use of the survey data of consumers’ behavior in Nanjing major bazaars and supermarkets .Then, after the perceived value of fresh produce quality factors were analyzed, we compare the difference between the importance and performance of related impacting value factors. We could understand the impacting value factors of consumers’ behavior of buying fresh product as well as marketing channels of buying produce today. In the last, the paper puts on the future development direction of fresh agricultural markets and helps improving consumers’ satisfaction of measure.

The article is segmented into seven parts, the first part describes the research background, significance, methods, ideas and the framework of the paper; second part of the paper is about the research status domestic and overseas, the paper just do a simple sort and summarize understanding both of fresh agricultural products research and quality of awareness research; Part III of the paper is selecting the research model, building quality perception model; Part IV, we tell the conducted questionnaire survey and field survey, record the data for processing and results analysis; Part V is on the order of fresh milk, the paper find the differences between the performance and its importance and draw relevant conclusions; Part VI is made corresponding improvement measures based on the research conclusions, to improve the quality of consumers’ satisfaction with the perceived value of fresh produce; there are some limitations of research and future directions in the last part.

Keywords: fresh agricultural product ;quality perception;CVD;IPA analysis model

目 录

摘 要 I

ABSTRACT II

第一章 引言 1

1.1 研究背景 1

1.2研究内容 2

1.3研究思路与研究方法 2

1.3.1研究思路 2

1.3.2研究方法 3

1.3.3技术路线 3

1.4研究准备 3

第二章 文献综述 4

2.1 鲜活农产品研究现状 4

2.2质量感知研究现状 5

第三章 构建模型 7

3.1 顾客感知价值理论 7

3.2 IPA评价模型概述 7

3.3鲜活农产品质量感知概念结构 9

第四章 问卷设计和调查 11

4.1问卷设计 11

4.2调查实施情况 11

4.3调查结果分析——基于CVD模型的质量感知分析 12

4.2.1.样本分析 12

4.2.2消费行为分析 13

4.2.3鲜活农产品质量各知因素的重要性分析 14

第五章 生鲜牛奶质量感知研究 16

5.1生鲜牛奶的消费行为分析 16

5.2 生鲜牛奶质量感知价值因素的重要性分析 17

5.3 生鲜牛奶质量感知价值因素的市场表现分析 17

5.4 生鲜牛奶质量感知价值因素重要——表现差异分析 18

5.5 生鲜牛奶质量感知IPA分析 20

5.6 研究结论 21

第六章 解决方案 22

第七章 研究局限及未来发展方向 24

结束语 25

参考文献 26

附录1 28

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