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红枣产业是近几年来新疆发展最快、覆盖最广、惠民成效最显著的一项林果产业,对农民增收有重要意义。上海是中国高端消费的代表,调查上海市消费者红枣消费的偏好,能够为新疆红枣的生产和营销提供重要的参考价值。结果表明:新疆红枣成为上海消费者红枣消费的首选,消费者购买红枣时最关注的是红枣的质量和口感,购买的渠道主要为大型超市,其次为网上和专卖店。消费者红枣的消费水平仍然较低,对新疆红枣产地和品牌认知度较低。全面推行标准化生产,提高红枣质量,加大宣传和推介力度,树立新疆红枣高端品牌形象,通过开展网络直销或者搭建“农超对接”平台等方式,是扩大新疆红枣销量的重要措施。
Jujube industry in recent years in Xinjiang, the fastest growing, most extensive coverage, Huimin effectiveness of the most significant fruit industry, increasing the income of peasants is of great significance. Shanghai is a representative of high-end consumption in China. The investigation of consumer preference of consumers in Shanghai can provide an important reference value for the production and marketing of dates in Xinjiang. The results showed that: Xinjiang dates become the first choice for consumers’ consumption of dates in Shanghai. When consumers buy dates, they are most concerned about the quality and taste of dates. The main purchasing channels are large supermarkets, followed by online and specialty stores. Consumption of consumer jujube is still low, the origin of Xinjiang jujube and brand recognition is low. The full implementation of standardized production, improve the quality of jujube, increase publicity and promotion efforts to establish high-end brand image of Xinjiang jujube, through the network direct marketing or build “agricultural super docking ” platform, is an important measure to expand sales of dates in Xinjiang.