| 中国农村零售业态的成长性评价——基于辽宁农村消费者满意度视角的研究 |
| |
| 引用本文： | 汪旭晖.中国农村零售业态的成长性评价——基于辽宁农村消费者满意度视角的研究[J].东北大学学报(社会科学版),2009,11(4):312-316. |
| |
| 作者姓名： | 汪旭晖 |
| |
| 作者单位： | 东北财经大学工商管理学院,辽宁大连,116025 |
| |
| 基金项目： | 国家社会科学基金资助项目(08BJY118);;教育部人文社会科学重点研究基地重大资助项目(06JJD630003);;2008年教育部新世纪优秀人才支持计划项目(NCET-08-0862) |
| |
| 摘 要： | 通过对辽宁农村消费者满意度的调查,可以有效评价农村现行四种典型零售业态——杂货店、集贸市场、超市、专业店——的成长性。选址因素、商品因素、价格因素、服务因素和环境因素在不同业态中对农村消费者满意度的影响存在显著差异,但是价格因素的影响程度最大,环境因素的影响程度最小。杂货店和集贸市场具有不可替代的价格优势,在农村具有一定发展空间,而超市和专业店这两种新型业态从长远看具有良好的发展势头。
|
| 关 键 词： | 农村消费者 零售业态 满意度 |
Growth Evaluation of Different Formats of Rural Retailers: A Study Based on Rural Consumers' Satisfaction in Liaoning Province |
| |
| WANG Xu-hui.Growth Evaluation of Different Formats of Rural Retailers: A Study Based on Rural Consumers' Satisfaction in Liaoning Province[J].Journal of Northeastern University(Social Science),2009,11(4):312-316. |
| |
| Authors: | WANG Xu-hui |
| |
| Institution: | School of Business Administration;Dongbei University of Finance & Economics;Dalian 116025;China |
| |
| Abstract: | A survey on rural consumers' satisfaction in Liaoning province was done to evaluate the growth opportunities of different formats of rural retailers,i.e.,the grocery,wet market,supermarket and category store.Empirical study showed that the effects of location,merchandise,price,service and environment on rural consumers' satisfaction are significantly different from each other and the price is the most important decisive factor,while the environment functions slightly. |
| |
| Keywords: | rural consumers format of retailers satisfaction |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
