【摘要】 自疫情以来，我国西瓜产业在生产端、市场端及进出口贸易方面均受到较大程度冲击，劳动成本过高、产业供应链不畅。市场端的变化传到生产端，造成西瓜价格、销量均大幅下跌，经济收益受损，西瓜产业效益有待提高。基于此，该文从消费者视角出发，以北京市消费者为研究对象，采用问卷调研法、访谈法，研究了后疫情时期消费者对北京市西瓜的消费偏好，针对消费者对西瓜的市场需求、购买倾向、品牌意识等问题。结果表明：后疫情时期，消费者更加注重西瓜的安全、品质等问题，并紧紧围绕这些问题，力求为后疫情时期北京市西瓜产业发展提供更有作用、更为全面、更具意义的参考借鉴。更多还原

【Abstract】 Since the epidemic, China′s watermelon industry has been greatly impacted in terms of production end, market end and import and export trade.The labor cost is too high, the industrial supply chain is not smooth, and the changes in the market end are transmitted to the production end, resulting in a sharp decline in watermelon price and sales, loss of economic income, and the efficiency of watermelon industry needs to be improved.Based on this, from the perspective of consumers, this study comprehensively introduced consumers′ consumption preferences for Beijing city watermelon in the post epidemic period, and pointed out that consumers pay more attention to the safety and quality of watermelon in the post epidemic period, strive to provide a more effective, comprehensive and meaningful reference for the development of watermelon industry in Beijing in the post epidemic period.更多还原