广州市预制菜市场调查

• 作者： 谢芳欢 ¹ 孙红英 ² 陈炜彬 ¹
• 作者单位：
  1.  广东财经大学金融学院

  2.  广东财经大学经济学院
• 通讯作者： 孙红英 
• 发布时间：2024-10-29

摘要: 随着预制菜产业的快速发展，开展与预制菜行业发展相关的学术研究和实践，具有重要的现实意义。预制菜中占比最大的是鸡肉半成品，为研究其市场情况，本文以广州市年轻消费者为研究对象，以问卷调查数据为基础，运用聚类分析、多重对应分析、多元有序logtic回归分析等方法进行研究、检验。结果显示：(1)对于鸡肉加工类产品，年轻消费者重视营销与食品安全；(2)主要消费人群对于产品的要求较高，同时主力顾客产品的态度很低，认为产品的品牌不够硬、烹饪不方便。基于此，本文建议：(1)鸡肉加工类产品要确保食品安全；(2)破圈营销提升品牌大众认知度；(3)树立品牌形象，满足消费者的产品要求。本文通过研究具体分析了广州地区鸡肉半成品的市场情况并形成相关建议，以期助力于广州预制菜市场的健康发展。

Abstract: With the rapid development of the pre-cooked dish industry, it is of great practical signifi cance to conduct academic research and practice related to the development of the pre-cooked dish industry. Chicken semi-fi nished products constitute the largest proportion of pre-cooked dishes. To investigate the market situation of these products, this study focuses on young consumers in Guangzhou. Utilizing questionnaire survey data as the foundation, the research employs methods such as cluster analysis, multiple correspondence analysis, and multivariate ordered logistic regression analysis to test the research. The results reveal: (1) For chicken processing products, young consumers prioritize marketing and food safety; (2) The main consumer group has high demands for products, while the attitude of the main customer base is low, considering the brand unpopular and inconvenient cooking. Based on this, suggestions are provided: (1) Ensuring food safety for chicken processing products; (2) Breaking through marketing barriers to enhance brand awareness; (3) Establishing brand image to meet consumer product requirements. The significance of this study lies in the specific analysis of the market situation of chicken semi-fi nished products in Guangzhou and puts forward relevant suggestions, to promote the healthy development of pre-cooked markets in Guangzhou.

• 分类： 应用经济学 >> 贸易经济
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第1期
• 引用： PSSXiv:202410.02518 (或此版本 PSSXiv:202410.02518V1)
  DOI:10.19699/j.cnki.issn2096-0298.2024.01.131
  CSTR:32012.36.PSSXiv.202410.02518
• 推荐引用方式： 谢芳欢,孙红英,陈炜彬.广州市预制菜市场调查.中国商论,2024(1).[DOI:10.19699/j.cnki.issn2096-0298.2024.01.131] (点此复制)