关于虾稻米市场需求的调研报告

随着人们对生态绿色健康农产品的日益重视,水稻种植的目标已经由追求产量变化为产量与品质并重。“稻虾共作”作为一种新型生态农业模式,不仅可以促进稻田生态系统高效发展,还能够生产出绿色、优质的虾稻米。为探明虾稻米的市场需求状况,促进虾稻共作模式和虾稻米产业的发展,笔者采用问卷调查的方式,对消费者购买品牌大米的情况、消费者对虾稻米的认知度以及需求情况进行了系统的分析。调研结果显示,消费者对虾稻米的认知度较低,完全没听说过虾稻米的受访者占比高达49.52%,消费者购买大米受品牌效应的影响,其经常购买的大米多为知名品牌,如金龙鱼、福临门、华润五丰占比分别为53.36%、46.26%、27.64%,消费者购买大米更注重大米的品质问题和安全问题,分别占比18.26%、28.07%。由此,笔者针对以上问题提出加大虾稻米宣传力度、提升技术打造高品质虾稻米、创立高知名度品牌等相关建议,为虾稻米投入市场提供理论依据。

Research Report on Shrimp Rice Market Demand

With the increasing attention to ecological green and healthy agricultural products, the goal of rice cultivation already changed from pursuing yield to paying equal attention to yield and quality. As a new ecological agriculture mode, not only can rice-shrimp co-cropping promote the efficient development of paddy ecosystem, but also produce green and high-quality prawn rice. In order to explore the demand of prawn rice and promote the development of prawn rice industry, the author systematically analyzed the situations of consumers" buying brand rice, consumers" recognition of prawn rice and the demand of prawn rice by questionnaire survey. Research results show that most of consumers know a little about shrimp rice, 49.52 percent of consumers completely never heard of respondents shrimp rice, and that consumers buy rice according to the influence of the brand. Consumers tend to buy famous brand, such as golden arowana, fook lam moon. China resources abundant, accounted for 53.36%, 46.26% and 27.64% respectively. The percent of consumers who pay attention to the quality and safety problems when they buy rice, accounted for 18.26% and 28.07% respectively. Therefore, in view of the above problems, the author put forward relevant suggestions, such as strengthening the publicity of shrimp rice, improving the technology which can create high-quality shrimp rice, and creating a well-known brand, as ways to provide a theoretical basis for expanding the market of shrimp rice.