文档介绍：华中科技大学
硕士学位论文
超市生鲜农副产品购买行为与经营策略研究
姓名:张德育
申请学位级别:硕士
专业:工商管理
指导教师:杨超
20060414
摘要
超市是 20 世纪 30 年代最早从美国发展起来的新兴零售业态,90 年代初期在中
国诞生并迅速发展。超市的生鲜农副产品经营,一方面改善了消费者的购物环境、
购物方式,提高了城市居民的生活质量,另一方面由于流通环节的减少也有利于农
民收入的提高。超市通过对整个生鲜农副产品供应链的整合,为城市居民提供安全、
便利和多样化的生鲜食品,对城市居民的社会生活会产生深远的影响,对生鲜农副
产品流通管理具有重要的意义。
本文重点从消费心理与选择行为角度出发来研究超市生鲜经营环境、影响因素
和经营行为趋势,从而提供生鲜经营决策。该文共分七部分。第一部分阐述了该研
究的背景和意义,对国内外的相关研究进行了回顾和简单的评述,提出了研究的基
本思路和方法。第二部分,介绍了本研究的相关理论:消费者动机理论、顾客价值
理论、消费者购买行为理论。第三部分侧重分析了超市生鲜农副产品经营环境。
第四部分对超市生鲜农副产品购买行为进行了分析。第五部分提出了一些超市生鲜
农副产品的经营策略。第六部分是实证研究部分,设计问卷,对武汉市近三百位生
鲜农副产品购买者进行问卷调查,并对调查结果进行了分析。第七部分在前面分析
的基础上对本文提出总结。

关键词: 超市生鲜农副产品购买行为经营策略
I
Abstract
Emerged in the 20th century 30's in , supermarket came to China in 90's initial
period and have developed rapidly as a new retailing style. By providing fresh
agricultural and subsidiary products, one hand supermarkets improve consumer's
shopping environment, the shopping methods and people’s life-quality, on the other hand
because the reduction circulating links, farmers can make more profits by their products.
Through the integration of the entire supply chain of fresh agricultural and subsidiary
products, supermarkets provide the security, convenience and variety of fresh agricultural
and subsidiary products for the city people. So supermarkets have made profound
influence to city people's social life, and how to manage this chain es very
important and significant.
This article mainly studies on dealing environment of fresh agricultural and
subsidiary products, key factors and dealing trends from the expense choice behavior
angle. And furthermore this article provides decision-makings for management. This
article altogether divides into seven parts. The first part elaborates on the background and
the significance of this research, then review and simply narrates the domestic and
foreign correlations research, and proposes the research basic mentality and the method.
In the