| 网络消费者购买生鲜行为的影响因素研究——以福州市场为例 |
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| 引用本文： | 林贤福.网络消费者购买生鲜行为的影响因素研究——以福州市场为例[J].淮海工学院学报(社会科学版),2011,9(12):31-33. |
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| 作者姓名： | 林贤福 |
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| 作者单位： | 福州职业技术学院管理系,福建福州,350108 |
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| 摘 要： | 对福州生鲜超市市场进行问卷调查和数据分析，筛选出网络消费者在购买生鲜商品过程中主要考虑的因素，并通过传统生鲜市场营销环境与网络背景下的生鲜超市营销环境对比，以及福州本土市场中，跨国零售集团与本土零售业在生鲜经营方面管理的异同，探索适应网络消费者主体购买需要的生鲜商品的经营管理模式，提出可操作性的对策。
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| 关 键 词： | 网络消费者 生鲜超市 购买行为 福州市场 |
Factor Analysis on the Act of Purchasing Fresh Food Online:Taking Fuzhou Market as an Example |
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| LIN Xian-fu.Factor Analysis on the Act of Purchasing Fresh Food Online:Taking Fuzhou Market as an Example[J].Journal of Huaihai Institute of Technology,2011,9(12):31-33. |
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| Authors: | LIN Xian-fu |
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| Institution: | LIN Xian-fu(Dept.of Management,Fuzhou Vocational and Technical College,Fuzhou 350108,China) |
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| Abstract: | Based on the questionnaire and data analysis concerning Fuzhou fresh food supermarket,the main factors into the online consumers' consideration when purchasing the fresh food are worked out.Through the comparison of traditional fresh food marketing environment and the online marketing environment,as well as the similarities and differences between local retail groups and international retail groups in management,practical management and operational strategies are explored in accordance with the need of onli... |
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| Keywords: | online consumers fresh food supermarket purchasing act Fuzhou market |
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