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利用西安市的实地调研数据,了解该地区的食用油消费现状,分析消费者对高端油的消费理念,提出高端食用油企业在西安市发展的策略.西安市民以食用大豆油和花生油为主,高端食用油消费以葵花籽油和橄榄油为主,对茶叶籽油的认知度比较低,选购高端油时注重品牌和营养价值.
Using the field survey data in Xi’an to understand the status quo of consumption of cooking oil in the region and analyze consumer’s concept of consumption of high-end oil and put forward the strategy of developing high-end cooking oil enterprises in Xi’an.Xi’an citizens mainly consume edible soybean oil and peanut oil, The consumption of high-end edible oil is mainly based on sunflower oil and olive oil, and its awareness of tea seed oil is relatively low. The brand and nutritional value are the most important when purchasing high-end oil.