Research On Market Of Xinjiang Jujube Consumption

The paper taking the Shanghai as the background, through a large-scale and standardized marketresearch, strive to grasp the overall situation about supplying and consumption as well as the consumerpreferences of Xinjiang jujube in Shanghai market accurately, and providing a useful reference forenterprises to develop the Shanghai market.First, this paper introduces the background and significance of the research, the research contents, andthe progresses of research, the research ideas and the methods.Second, this paper summarizes the history and current situation in Xinjiang jujube industry,generalizes varieties, structure, spatial layout and production conditions of Xinjiang jujube, and analyzedthe situation of developing market. And summarized the developing situation of Xinjiang jujube enterprises,the progress of export platform construction and the problems of developing the market.Third, the article analyzed the level of economic and social development and the level of consumptionof Nuts and fruits in Shanghai, then generalized the characteristics of Shanghai residents consuming nutsand fruits.Fourth, the researcher asked the main wholesale markets and supermarkets which sale the Xinjiangjujube for the survey; Combined with other economic and social factors, then analyzed and summarizedresults of the current market situation of Xinjiang jujube in Shanghai. The Xinjiang jujube is welcomed,and has a greater impact on other areas. Market competition are fierce; the seasonal consumption areobvious; wholesale market are mainly engaged in wholesale bulk jujube; there are many categories ofjujube in supermarkets,but mostly are Shanghai local brands.Fifth, the article conducted a random survey to shanghai residents and analyzed the three aspects ofjujube consumption, Xinjiang jujube awareness and consumer preference from respondents. Meanwhile, itmade a cross-analysis and a horizontal contrast combined other relevant information based on thedifference of the gender, age, education and income level. And it would find out the difference of the basicsituation in Xinjiang jujube consumption characteristics.Sixth, the article pointed out the problems to explore Shanghai Xinjiang jujube market, including thelack of uniform grading standards, the great varies of quality; the excursive prices because of the lack ofcontrol; brand crisis because of rampant counterfeit products; the lack of consumer awareness because ofthe poor market segmentation and insufficient propaganda.Finally, the article proposed some corresponding countermeasures and suggestions to solve theproblems of Xinjiang jujube opening up the market, including full implementation of standardizedproduction,improving the quality of dates; improving the price regulation mechanism to regulate themarket price behavior; reduced the flow of intermediate links and reduced the cost of sales, giving morebenefits to the consumers; increasing publicity and promotion efforts to establish a high-end brand image ofXinjiang jujube.