| 在中国绿茶具有悠长的饮用汗青，花费者对它的印象只是传统饮料，并天然地临盆和花费，是以，迄今为止对绿茶花费者的研究较少。任何范畴要想树立市场营销战略，必需要懂得花费者的需求。要使绿茶市场疾速成长和扩增，需尽快明白绿茶花费者的需求。本研究内容分8章：第1章引见研究配景、研究内容及其意义。第2章对中韩茶家当及其花费情形、绿茶花费作用身分、生涯型态的相干研究停顿停止综述。第3章引见研究道路、研究模子、研究办法和假定。第4章基于问卷查询拜访数据停止描写性剖析并对中韩绿茶花费情形停止比拟，韩语论文范文，从而提出变量均值和因子剖析成果。第5章剖析作用绿茶饮用量的各类身分，第6章并树立绿茶饮用量猜测模子。第7章运用阶级回归剖析，得出在绿茶饮用量猜测模子中FRL类型存在调理效应与否，并对作用绿茶饮用量的身分停止实证剖析。第8章研究重要结论、研究局限和建议。本研究查询拜访了中国杭州和韩国首尔的1000名花费者，收受接管有用问卷808份，经实证剖析，获得以下结论：1、经由过程剖析中韩花费者的绿茶花费情形，得知两国花费者其茶叶投叶量和月花费量有明显的差别。2、应用多重回归剖析对中韩花费者绿茶饮用量的作用身分停止了研究，发明对中国花费者具有明显作用的9个身分为：年纪、娶亲与否、活动时光、任务时光、抽烟量、茶叶投叶量、能否以茶作为最爱好的饮料、饮用阅历、绿茶专业常识；而对韩国花费者具有明显作用的8个身分有所分歧，分离是：年纪、教导年限、娶亲与否、活动时光、蔬菜摄取量、能否以茶作为最爱好的饮料、能否以茶接待主人、吃茶品茗阅历。3、基于多重回归剖析成果，树立了中韩花费者的绿茶饮用量猜测模子，两模子均包含7个身分，韩语论文题目，但身分不完整雷同。中国花费者的猜测模子包含：娶亲与否、活动时光、任务时光、抽烟量、日常平凡爱好的饮料能否为茶、绿茶投叶量、吃茶品茗阅历；韩国花费者的猜测模子包含：受教导年限、活动时光、任务时光、能否以茶作为最爱好的饮料、能否以茶接待主人及吃茶品茗阅历、绿茶专业常识。4、为剖析FRL类型能否对猜测模子具有调理效应，停止了3阶段条理回归剖析。结论为，中国仅简略单纯寻求型有明显的调理效应；韩国的安康寻求型、美食寻求型、平安寻求型、简略单纯寻求型、经济寻求型对模子都有明显的调理效应。 Abstract: Green tea in China has a long history of drinking, the impression on consumers just traditional beverage, and natural birth and spending is to so far in the cost of green tea were less research. Any category to establish the marketing strategy, will need to understand the needs of the consumer. To make the green tea market rapid growth and expansion, as soon as possible to understand the needs of green tea. The content of this research is divided into 8 chapters: the first chapter introduces the research background, the research content and its significance. In the second chapter, the ROK tea belongings and expenditure situation, green tea cost influencing factor and lifestyles of the relevant research pause stop review. The third chapter introduces the research path, the research model, the research method and the hypothesis. The fourth chapter based on the questionnaire survey data to stop the descriptive analysis and the comparison between the Chinese and South Korean Green Tea cost, so as to put forward the variable means and factor analysis results. The fifth chapter analyzes the factors that influence green tea consumption, and the sixth chapter is to establish the model of the green tea drink. In the seventh chapter, the application of the class regression analysis, we can get the effect of FRL type in the model of green tea drinking, and the empirical analysis of the factors affecting the consumption of green tea. The eighth chapter discusses the important conclusions, research limitations and recommendations. This study queries visited Hangzhou, China and South Korea Seoul 1000 flowers fee, accept valid questionnaires, 808, through the empirical analysis, the following conclusions are obtained: 1, through the analysis of the process of China and South Korea to spend the green tea cost situation, that two countries consumers the tea leaf input and monthly cost amount have obvious difference. 2, the use of multiple regression analysis of China and South Korea to spend to the influencing factor of green tea drinking quantity research and invention of China is spending, has the effect of nine factors: age, married or not, activity time, the time the task is, the amount of smoking, tea investment amount of leaf, whether to tea for the favorite drinks and drinking experience, green tea professional knowledge; and on the South Korean consumers has obvious influence of eight factors differ somewhat, respectively is: age, teaching age, married or not, activity time, vegetable intake, whether with tea as favorite drink, or tea to host, eat tea experience. 3, based on multiple regression analysis results, establish a consumer of green tea consumption in China and South Korea to guess the model, two models are included in 7 factors, but the identity is not complete. Chinese consumers prediction model include: wedding and beverages, activity time, the time the task is, the amount of smoking, ordinary hobby can for tea, green tea, cast leaf weight, eat tea experience; cost South Korea's prediction model includes: education age, activity time, the time the task is, whether to tea as a favorite drink, whether tea to host and eat tea experience, green tea professional knowledge. 4, for the analysis of the type of FRL can be used to guess the model has a conditioning effect, to stop the 3 phase of the regression analysis. The conclusion is that China has a clear effect on the conditioning effect of seeking the type; the Ankang seeking, food seeking, seeking for peace, seeking for the simple, and seeking for the economy have obvious effect on the model. 目录: |
