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基于全国大样本城镇居民调研,对居民的兔肉消费特点和制约因素进行分析,认为城镇居民兔肉消费有如下特点:偶发性消费、消费数量和种类少、消费行为和消费意愿地区差异明显、在外消费主要在熟食店和特色餐馆、消费市场潜力巨大;居民对兔肉消费的制约因素主要有:对营养和健康特性认知程度较低、购买不方便、无兔肉消费习惯和不会烹饪、推广与营销活动不足。最后有针对性的提出意见和建议,以促进我国兔肉市场扩展和产业发展。
Based on the survey of large sample urban residents in our country, the characteristics and restrictive factors of rabbit consumption in residents are analyzed. It is concluded that the consumption of rabbit meat in urban residents has the following characteristics: sporadic consumption, small quantity and variety of consumption, obvious differences in consumer behavior and willingness to consume, Out-spending mainly in deli and specialty restaurants, the consumer market has great potential; Residents of rabbit consumption constraints are: less awareness of nutritional and health characteristics, the purchase is not convenient, no rabbit consumption habits and will not cook , Promotion and marketing activities are not enough. Finally, we put forward suggestions and suggestions in a targeted manner to promote the expansion of rabbit meat market in our country and industrial development.