摘 要随着我国居民生活水平的提高和国民消费观念的改变，进口牛肉不再是餐桌上的奢侈品。本次调查问卷对沈阳地区消费者进行随机抽样的方法，通过朋友圈转发扩散和联合进口牛肉公司的销售把问卷发散到消费者手中，最终收集了350 份调查报告，其中有 300 份有效进口牛肉消费认知度调查报告，这些被调查对象中至少有过一次购买牛肉的经验。鉴于进口牛肉如今的发展趋势，消费者是否了解进口牛肉，了解多少，购买到的是不是真正的进口牛肉，这种信息的缺失会对消费者购买牛肉造成严重影响。本次课题通过向消费者发放调查问卷，采访牛肉行业人员，调研公司消费者资料等方法，仔细查清楚消费者在进口牛肉行业的消费现象、知识误区、消费价格区间以及这些问题可能对消费者购买行为造成哪些影响。这份报告从 7 个分项的测评得分情况衡量进口牛肉在沈阳消费者心目中的总体认知度和其总体品牌价值。它们包括：品牌、安全、国家、品质、品种、价值、正关。关键词：进口牛肉； 市场现状； 调查报告AbstractWith the improvement of people's living standard and the change of people's consumption concept, imported beef is no longer a luxury on the table.This questionnaire is a random sampling method for consumers in Shenyang area. The questionnaire is distributed to consumers through the spread of friend circle and the sales of United import beef company. Finally, 350 survey reports are collected, including 300 valid import beef consumption awareness survey reports. These respondents have at least one experience in buying beef.In view of the current development trend of imported beef, whether consumers know the imported beef, how much they know and whether they buy the real imported beef, the lack of this information will have a serious impact on consumers' purchase of beef. In this project, by means of sending out questionnaires to consumers, interviewing people in the beef industry, and investigating the company's consumer information, we carefully find out the consumer's consumption phenomenon, ...
