【摘 要】
：
采用总体分层抽样和层内简单随机抽样相结合的方法,系统分析了武汉市水族专卖店经营情况及观赏鱼市场规模、消费结构和特点.结果表明:(1)目前武汉市水族专卖店总体规模较小,4
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采用总体分层抽样和层内简单随机抽样相结合的方法,系统分析了武汉市水族专卖店经营情况及观赏鱼市场规模、消费结构和特点.结果表明:(1)目前武汉市水族专卖店总体规模较小,46.09%的水族专卖店年销售额在30万元以下,而且经营的观赏鱼品种较单一、品质低.(2)88.12%的45岁以上人群偏好金鱼,而66.67%的小孩、58.21%的青年人群更偏好热带鱼;男性中70.57%偏好金鱼,而100%的女性更喜欢小型热带鱼,其中73.17%的女性有购买热带鱼的意愿.(3)观赏鱼单次消费额与消费者的收入呈正相关.单次消费额大多在40～100元,占41.19%;单次消费额超过300元以上的消费者所占比例很小,不足调查总数的10%.调查发现50%左右的消费者逛花鸟市场的首选时间在双休日;74%的观赏鱼购买者主要是为了自己欣赏,用来馈赠亲戚朋友的仅占16%.对引导消费和附加消费持接受和默认态度的比例分别为52.94%和22.10%,未婚女性自主消费比例高达74.47%.针对调查结果,笔者对发展武汉花鸟市场提出了相关对策和建议.
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