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本文通过对2011-2014年全国范围内大样本调研的综合分析,总结了居民兔肉及兔产品消费特点和消费中存在的问题,为扩大消费市场提供了合理建议。目前兔肉消费不仅消费数量少,而且消费的频率较低,种类也很少;兔肉消费行为和未来消费意愿地区差异明显。同时,大多数居民对兔肉的营养和健康特性认识不足,半数以上的居民没有消费兔肉的习惯;烹饪技术的匮乏在一定程度上制约了居民对兔肉的消费;其他产品如兔皮和兔毛产品单一,接受程度不高。基于以上分析,笔者对兔肉的推广提出以下建议:通过现代媒体加强对兔肉营养特性的宣传,并大力推广兔肉烹饪技术;加强兔肉及其产品的品牌建设,开发兔肉产品时,要与消费文化和消费习惯相结合;解决副产品质量问题,提高兔毛及兔皮产品的竞争力。
This article summarizes the consumption characteristics and consumption problems of residents’ rabbit meat and rabbit products by comprehensive analysis of large sample survey from 2011 to 2014 in China, and provides reasonable suggestions for expanding consumer market. At present, the consumption of rabbit meat not only consumes a small amount, but also consumes less frequently and with less variety. There is obvious difference in rabbit consumption behavior and future consumption intention. At the same time, most residents do not know enough about the nutritional and health characteristics of rabbit meat and more than half of them do not have the habit of consuming rabbit meat. The lack of cooking technology restricts residents’ consumption of rabbit meat to a certain extent. Other products such as rabbit skin and Rabbit a single product, the acceptance is not high. Based on the above analysis, the author puts forward the following suggestions on the promotion of rabbit meat: to strengthen the propaganda of rabbit’s nutritional characteristics through modern media, and vigorously promote the rabbit cooking technology; to strengthen the brand building of rabbit meat and its products and to develop rabbit meat products, To be combined with the consumer culture and consumer habits; to solve the quality of by-products, improve the competitiveness of rabbit fur and rabbit skin products.