随着消费者在食品消费中对产品品质和产品安全重视程度的提高,市场对纯生态绿色食品的需求量呈现逐渐上升的趋势,为生态猪肉行业的发展提供了良好的发展前景,但当前生态猪肉市场的拓展程度却明显不足。为了探索提升消费者对生态猪肉购买意愿的营销策略,笔者以哈尔滨市城市部分生态猪肉消费者为调查群体,运用二元Logistic回归的方法对问卷调查所获取的原始数据进行分析,研究影响消费者生态猪肉购买意愿的营销组合因素。研究结果表明:产品因素、经济因素和宣传因素依次对消费者生态猪肉购买意愿存在不同程度的影响。在此基础上,从营销组合策略角度提出了提升消费者生态猪肉购买意愿的对策建议。 As consumers pay more attention to product quality and product safety in food consumption, the market demand for purely ecological green food shows a gradual upward trend, which provides a good prospect for the development of the ecological pork industry. However, the current ecological environment The extent of pork market expansion is obviously insufficient. In order to explore the marketing strategy to enhance consumers’ willingness to buy eco-pork, the author takes some eco-pork consumers in urban areas of Harbin as the survey population and uses the binary Logistic regression method to analyze the raw data obtained from the questionnaire survey to study the impact on consumers Marketing combination factors of ecological pork purchase intentions. The results show that: the product factors, economic factors and publicity factors in turn have the different extent of consumer ecological pork purchase intention. On this basis, the countermeasures and suggestions on how to enhance consumers’ willingness to purchase eco-pork are put forward from the perspective of marketing mix strategy.