56APICULTUREOFCHINA新消费理念下杭州蜂蜜市场发展演化分析蔡日旋毛小报（浙江省农业科学院农村发展研究所，杭州310021）摘要：本文旨在分析近年来杭州蜂蜜市场的发展演化情况，基于2012~2021年杭州蜂蜜市场调研收集的4427条数据，从蜂蜜市场销售频次及市场价格出发，针对产地、价格、品种、渠道、品牌、行业集中度等分析杭州蜂蜜市场演化情况，发现市场上销售的蜂蜜产地逐步形成三足鼎立格局，国内外蜂蜜价格倍差扩大，医用级蜂蜜和天然成熟蜂蜜受到市场青睐，超市逐渐成为蜂蜜实体销售的主渠道，蜂蜜品牌竞争越来越激烈，蜂蜜行业市场集中度呈现先降后升的趋势。在此基础上对杭州蜂蜜市场的发展特征和问题进行总结，做出蜂蜜产业整体发展水平提高、蜂蜜消费行为趋于成熟理性、高端蜂蜜进入大众消费领域等小结，提出国产蜂产品仍需提高附加值、国产蜂蜜数字营销尚待加强、蜂蜜生产标准亟待补充完善等启示。关键词：蜂蜜；市场演化；新消费理念；杭州AnalysisontheDevelopmentandEvolutionofHangzhouHoneyMarketundertheNewConsumptionConceptCaiRixuanMaoXiaobao(InstituteofRuralDevelopment,ZhejiangAcademyofAgriculturalSciences,Hangzhou310021,China)Abstract:ThispaperaimstoillustratethedevelopmentandevolutionofHangzhouhoneymarketinrecentyearsbyanalyzingsalesfrequencyandsalesprice.Therefore,basedon4427datacollectedfromHangzhouhoneymarketresearchfrom2012to2021,theevolutionofHangzhouhoneymarketisanalyzedaccordingtoplaceoforigin,price,variety,channel,brandandindustryconcentrationrate.Itisfoundthattheoriginofhoneysoldinthemarkethasgraduallyformedatriplebalanceofpower,andthepricedifferencebetweendomesticandforeignhoneyhasexpanded.Medicalhoneyandnaturalmaturehoneyarefavoredbythemarket.Supermarketshavegraduallybecomethemainchannelforthephysicalsalesofhoney,andthecompetitionforhoneybrandsisbecomingmoreandmoreintense.Theindustryconcentrationrateshowsatrendofdecreasingfirstandthenincreasing.Onthisbasis,thedevelopmentcharacteristicsandproblemsofthehoneymarketinHangzhouweresummarized,theoveralldevelopmentlevelofthehoneyindustrywasimproved,theconsumptionbehaviorofhoneybecamematureandrational,andhigh-endhoneyenteredthefieldofmassconsumption.Itwasproposedthatd...
