The Research And Analysis Of Potted Vegetable Business And Consumer Market In Shenyang

The survey sites in this thesis are concentrated in the urban area of Shenyang,through the relatively large and formal market survey,we try to accurately and objectively understand and master the operating status,consumption circumstances and market demand of potted vegetable market in Shenyang.This is a great help to formulate the marketing strategy of potted vegetable products,and can better establish the business system of mature potted vegetable market products,promote the development of potted vegetable products to retail terminals and promote the development of Chinese potted vegetables market,and it will provide a useful reference for ’the industrial development.The results of the study are summarized as follows:Frist,this paper carries on the investigation to the basic situation,the product marketing,the consumer groups and the business model of the operators in Shenyang seedling market.The survey results show that the business with more than 5 years of work experience accounted for 51.63%;people operating varieties in more than 50 accounted for 24.42%;the worst sales of the month concentrated in the 6 to 9 month;the most popular cultivation types for consumers are container cultivation and multi-layer cultivation accounting for 37.21%and 27.99%respectively;and the supply of goods comes from other places(Guangdong,Fujian,Hangzhou).Second,the differences in consumption characteristics are investigated by gender,age,income level and education level,analysis of data obtained 52.66%of the respondents were interested in potted vegetables,and 48.94%of consumers prefer to take care of the container cultivation type.By contrast,in the purchase intention,consumers are more preference for strong resistance and easily-maintained plant type.On the way to purchase potted vegetables,44.66%of people choose to buy in the seedling market,32.98%of people will choose to order online.Compared with men,women are more inclined to order online.Although most consumers are concerned about the lack of conservation knowledge,most of the enthusiasts can be obtained the relevant conservation knowledge of potted vegetable plant cultivation from the network.Male consumers are more able to accept high-priced potted vegetables than female.From the age level analysis,middle-aged people are the main groups of potted vegetables.In the consumption frequency and the amount of consumption,middle-aged people are more than other groups.Income level and education level and consumption characteristics are proportional relationship,the crowd have higher education and income,and they have stronger spending power,they are an important groups of high-quality potted vegetable products.Finally,according to the data analysis,the five factors(social environment,living standard,price factors,consumption preferences,potting vegetables own problems)that affect the consumption of potted vegetables were obtained,further the opinions and suggestions on the development of potted vegetable industry in Shenyang were put forward from both the operating and the consumption market.