農(nóng)村居民消費信息收集行為研究.pdf

1、青島大學碩士學位論文農(nóng)村居民消費信息收集行為研究姓名：王健宇申請學位級別：碩士專業(yè)：企業(yè)管理指導教師：徐會奇20080609AbstractBytheleadingofthePartyandthegovernment’SpolicesrelatingtO“agriculture，ruralareasandfarmers”thepastfouryearswitnessedanannualgrowthofmorethan6％oftherur

2、alresidents’incomeFollowingthegrowthoftheincome，theEngelcoefficientofruralresidentsisdroppingyearbyyearAtpresent，ruralresidentsaremovingtheirfocusfromfoodconsumptiontOdurablegoodsconsumption，andbegintOstrivefortheupgradi

3、ngofconsumptionstructureTherefore，manyenterprisesareintensifyingtheireffortsonmarketexploitationinruralareasinordertopursuetheircompetitiveadvantagesinruralmarketHoweverbecausemostenterprisesdon’thavegoodknowledgeofthefe

4、aturesofruralresidents’consumingbehaviors，especiallyofthefeaturesoftheirinformationcollectingbehaviors，thedesiredresultsoftheirpromotionalactivitiescan’tbealwaysachievedwhentheytrytoexploittheruralmarketTherefore，Idothis

5、researchonthefeaturesofruralconsumers’informationcollectingbehaviors，theirinfluencefactorsandchangingreasonsbymethodsofcomparison，documentanalysisandempiricalresearchThefollowingarethemainconclusionsoftheresearch：Firstly

6、，becauseofthelimitationofthefactorssuchasreferencegroups，modelsandindividualqualities，theinformationprovidedbyinternalinformationsourceareoftenveryoldandhaveabadtimeeffect，whichwillhamperruralresidents’consumptionandhind

7、ertheirupgradingofconsumptionsSecondlybyempiricalresearchweconcludethat：①Theexteriorinformationsourcesthatruralresidentsusuallyusearewordspread，advertisementsonTV，shoppingvisit，salesmanuals，personalselling，newspapersorma

8、gazines，broadcastandadvertisementsonbodiesofcarorwall②Ruralresidents’mosttrustfulnformationsourceslistedindescendingorderofimportancearewordspread，advertisementsonTVshoppingvisit，salesmanuals，personalselling，newspapersor

9、magazines，broadcast，advertisementsonbodiesofcarorwall；③Theinformationsourcesthatruralresidentsusuallyresorttolistedindescendingorderofimportanceareshoppingvisit，wordspread，personalselling，advertisementsonTVsalesmanuals，n

10、ewspapersormagazines，broadcast，advertisementsonbodiesofcarorwall④Ruralresidents’mostdependentinformationsourceslistedindescendingorderofimportanceareadvertisementsonTVwordspread，shoppingvisit，personalselling，salesmanuals