| 摘要: |
| 随着经济社会的发展，近几年沿海地区消费者对于海产品的需求不论从数量上还是质量上都有显著变化，这将直接影响到我国的海产品资源利用以及海产品消费市场。为了研究浙江省杭州市居民的海产品消费特征，通过对５７８位杭州居民的访谈与调查，研究他们的海产品消费行为与消费特征。研究结果表明：在杭州市场上，海产品已逐渐成为大众化的消费品；品质是消费者购买海产品时最为关心的因素；海产品消费渠道日益丰富；消费者需求呈现多样化；海产品营销体系还有待完善。根据调研结果，文章为进一步促进杭州市海产品消费提出建议：一是加强消费者引导；二是加强市场监管；三是优化销售渠道；四是促进加工业发展。 |
| 关键词: 消费特征 市场营销 海产品 |
| DOI： |
|
| 基金项目:上海海洋大学渔业经济研究项目“中国水产品消费研究”（Ｄ－８００６－１４－０１００）． |
|
| On the Characteristics of Seafood Consumption at Coastal Cities:Take Hangzhou City in Zhejiang Province as an Example |
| HAN Xingyong,ZHENG Xingyu |
| College of Economics and Management， Shanghai Ocean University |
| Abstract: |
| With the development of society and economy，there are some changes of residents' consumption of aquatic products in coastal cities，especially in recent years.The demand for seafood has apparently changed，which will lead to impacts on the usage of our country's water resources，as well as the international trade of aquatic products.Fully understanding of these changes will be of great significance to the future seafood business services.Based on interviews with 578 residents，this paper studied the seafood consumption behavior and consumption characteristics in Hangzhou City.The results showed that on the market of Hangzhou，seafood had gradually become popular consuming goods.For consumers，quality is the most concerned factors and the demands diversify.At the mean time，there are more and more channels of seafood consumption while the seafood marketing system remains to be promoted.This paper will put forward the countermeasures and suggestions from consumer guidance，market supervision，selling channels and industry promotion，etc.，on the base of combining the research results and practice in Hangzhou. |
| Key words: Consumption characteristics,Marketing,Seafood |
