低空经济与海洋牧场融合发展的消费者偏好研究——以大连市为例

Consumer Preferences Study of Low-Altitude Economy and Marine Ranch Integration Development—Taking Dalian City as an Example

摘要: 在海洋强国与低空经济双战略驱动背景下，海洋牧场与低空经济的跨域融合发展成为海洋经济高质量发展的新路径。大连市具备北方核心海洋牧场集群与较为完备的低空通航基础设施，进而具备“海天联动”天然优势，但是目前存在相关问题，如当前的研究偏重供给侧规划，缺乏需求侧实证的有力支撑。本文以大连市为研究区，通过问卷调查、网络爬虫与文本挖掘相结合的方法，获取有效问卷1080份，并运用描述性统计、二元Logistic回归、有序Logistic回归开展实证分析，系统识别消费者偏好特征、关键影响因素与群体差异。研究表明，低空经济与海洋牧场融合发展业态已具备初步市场认知，调查问卷数据显示57.78%受访者有体验经历，64.75%给予正面评价，但仍有42.22%潜在群体未尝试；交通便捷性、配套设施完善度、服务专业性、生态环保性是消费意愿的核心因素，其中交通便捷性影响最为显著；价格接受度集中于1000~2000元区间，核心客群为18~49岁、月收入5000~8000元的上班族与自由职业者。本研究从公众认知提升、消费场景拓展、服务体系优化三方面提出对策，为大连及其他沿海城市推进低空经济与海洋牧场深度融合、打造立体化海洋经济新业态提供相应数据支撑与实践路径。

Abstract: In the context of the dual strategic drive of maritime powers and low-altitude economies, the cross-domain fusion development of marine ranches and low-altitude economies has become a new path for high-quality development of marine economies. Dalian City has a northern core marine ranch cluster and relatively complete low-altitude aviation infrastructure, thereby having the natural advantage of “sea-sky connectivity”. However, there are currently related problems, such as current research focusing on supply-side planning and lacking strong support from demand-side empirical evidence. This paper uses Dalian City as the research area. Through a combination of questionnaire surveys, web crawlers, and text mining, 1080 valid questionnaires were obtained. Empirical analysis was conducted using descriptive statistics, binary logistic regression, and ordered logistic regression to systematically identify consumer preference characteristics, key influencing factors, and group differences. The study showed that the low-altitude economy and oceanic ranch integration development industry had preliminary market awareness. According to the survey questionnaire data, 57.78% of respondents had experience, and 64.75% gave positive evaluations, but 42.22% of potential groups still did not try it. Transportation convenience, complementary facilities completeness, service expertise, and ecological ecology were core factors in consumer willingness, among which transportation convenience had the most significant impact. Price acceptance was concentrated in the 1000~2000 yuan range, with the core customer base being 18-49-year-olds with monthly incomes of 5000~8000 yuan, working people, and freelancers. This study proposes countermeasures from the three aspects of enhancing public awareness, expanding consumption scenarios, and optimizing service systems, providing corresponding data support and practical paths for Dalian and other coastal cities to promote the deep integration of the low-altitude economy and marine ranches. and to create a new industry for the three-dimensionalized marine economy.