南昌市国产奶制品购买意愿的影响因素研究

发布时间：2018-06-30 05:06

本文选题：国产奶制品 + 购买意愿　；参考：《江西财经大学》2017年硕士论文

【摘要】：改革开放的发展给我国创造了巨大的经济红利,让我国国民收入显著提高,因此,国民的消费支出也不断提高。收入的增长与消费水平的提高使得国民对奶制品的需求不断增加,中国巨大的奶制品市场需求吸引了无数国外奶制品企业。这无疑会对国产奶制品市场造成一定的冲击。而三聚氰胺等一系列国产奶制品质量安全事件的发生,更是严重打击了广大消费者对国产奶制品的购买意愿。因此,研究影响我国城镇居民对国产奶制品购买意愿的因素具有重大的理论与实践意义。基于以上分析,第一,本文首先介绍当前国内奶制品市场的研究背景及研究意义;第二,本文阐述有关消费者行为的相关理论并构建出消费者对国产奶制品购买意愿的影响因素体系;第三,本文基于收集到的关于南昌市城镇消费者的数据,对被调查的消费者的基本状况进行描述性统计分析;第四,本文运用因子分析模型对南昌市城镇居民奶制品购买意愿的影响因素进行实证分析;第五,根据因子分析模型分析结果,结合南昌市的奶制品市场的相关情况,对模型结果进行解释说明,并得到相关结论,根据结论为政府及国产奶制品生产企业提出针对性的对策建议。研究发现:南昌市消费者对于国外奶粉品牌并没有盲目的追捧,消费者在国产奶粉与国外奶粉之间并没有明显的偏好差异;南昌市消费者在国产液态奶与国外液态奶之间有明显的偏好差异,绝大多数的消费者购买的是国产液态奶;淘宝、京东等网购平台的快速发展并没有让消费者更倾向于网购奶制品与网购国外奶制品品牌,消费者对诸如淘宝、京东等网购平台上的奶制品的质量还是保持怀疑态度,因此,消费者在网购平台上购买奶制品的频率较低;消费者对政府及国产奶制品生产企业的信任度较低,对政府国内奶制品市场的监管满意度低,不信任奶制品生产企业公布的质量安全信息;消费者认为奶制品的质量非常重要并且消费者更倾向于购买性价比高的奶制品;奶制品的质量是消费者国产奶粉安全事件的发生会降低消费者购买国产液态奶的信心,因此,奶制品之间的相互影响较大。因此,为了加强我国消费者对国产奶制品的购买意愿,本文为政府及奶制品生产企业提出了若干对策建议:第一,端正国产奶制品企业的价值观,国产奶制品企业应当做诚信企业,生产质量安全合格的国产奶制品,不销售未达标奶制品,以此振兴国产奶制品品牌;第二,加强对国产奶制品的品牌建设,对消费者进行营销,加强国产奶制品品牌在消费者之中的知名度,使国产奶制品企业的品牌形象深入人心;第三,企业应当增强对奶制品的研发,企业应当通过实地调查,了解各收入阶层的消费者对奶制品的需求现状,并根据调查结果,研发符合社会需求的奶制品,满足不同阶层人群对奶制品的需求;第四,政府应当增强对国产奶制品企业的监管力度,建立完善的食品安全领域法律法规以及奶制品安全事件处理机制,加大对国产奶制品企业生产销售未达标奶制品的处罚力度;第五,政府应当成立奶业监督和诚信公布平台,推进国产奶业诚信机制,建立奶制品安全信息发布平台,消除奶制品领域的信息不对称情况,让消费者可以及时了解到奶制品质量的具体情况,披露违法奶制品企业;第六,政府应当做好教育宣传活动,鼓励和引导消费者建立理性的消费观以此改善消费者对国外奶制品品牌的盲目崇拜心理。
[Abstract]:The development of the reform and opening to the outside world has created a huge economic bonus for our country and made the national income increase significantly. Therefore, the consumption expenditure of the people is also increasing. The increase of the income and the increase of the consumption level make the demand for dairy products increasing, and the huge demand for dairy products in China has attracted numerous foreign dairy enterprises. This will undoubtedly cause a certain impact on the domestic dairy market, and the occurrence of a series of domestic dairy products such as melamine and other domestic dairy products is a serious blow to the consumers' willingness to buy domestic dairy products. Therefore, the study of the factors affecting the purchase intention of domestic dairy products in China's urban residents has a great theory and a great deal of theory. Practical significance. Based on the above analysis, first, this article first introduces the research background and research significance of the domestic dairy market. Second, this paper expounds the related theory of consumer behavior and constructs the influencing factor system of consumer's willingness to buy domestic dairy products; third, this article is based on the collection of Nanchang city and town elimination. A descriptive statistical analysis of the basic status of the investigated consumers; fourth, the factor analysis model is used to make an empirical analysis on the factors affecting the purchase intention of Nanchang urban residents' dairy products. Fifth, according to the analysis results of factor analysis model and the related conditions of the dairy market in Nanchang, the model is combined with the model. The results are explained, and the relevant conclusions are obtained. According to the conclusion, the government and domestic dairy production enterprises put forward the countermeasures and suggestions. The study found that the Nanchang consumers have no blind pursuit for the foreign milk powder brand, and there is no obvious preference difference between the domestic milk powder and the foreign milk powder; in Nanchang City, there is no significant difference between the consumer and the domestic milk powder. Consumers have obvious preference differences between domestic liquid milk and foreign liquid milk, the overwhelming majority of consumers buy domestic liquid milk; the rapid development of Taobao, Jingdong and other online shopping platforms does not make consumers more inclined to buy dairy products online and online shopping for foreign dairy products, consumers are on the online shopping platform such as Taobao, Jingdong and other online shopping platforms. The quality of dairy products remains skeptical, so consumers are less likely to buy dairy products on the online shopping platform; consumers have low trust in government and domestic dairy production enterprises, low degree of satisfaction to the domestic dairy market in the government, and distrust of quality and safety information published by dairy producers; consumers It is believed that the quality of dairy products is very important and that consumers are more inclined to buy high performance milk products; the quality of dairy products is the confidence that consumers' domestic milk powder safety events will reduce consumers' confidence in buying domestic liquid milk. Therefore, the mutual influence between dairy products is greater. This article puts forward some countermeasures and suggestions for the government and dairy production enterprises: first, to correct the values of domestic dairy enterprises, domestic dairy enterprises should make good faith enterprises, produce domestic dairy products with qualified quality and safety, and do not sell non standard dairy products, so as to revitalize domestic dairy products brand; second, strengthen the The brand construction of domestic dairy products, marketing to consumers, strengthening the popularity of domestic dairy products in the consumer, making the brand image of domestic dairy products deeply rooted in the hearts of the people. Third, enterprises should strengthen the research and development of dairy products. Enterprises should understand the demand of dairy products by the consumers of each income class through field investigation. According to the present situation and according to the results of the investigation, we develop dairy products that meet the needs of the society and meet the needs of dairy products for different groups of people. Fourth, the government should strengthen the supervision of domestic dairy enterprises, establish perfect laws and regulations on the field of food safety and the handling mechanism of dairy products safety events, and increase the production of domestic dairy products enterprises. Fifth, the government should set up the penalties for dairy products, and the government should set up a platform for milk industry supervision and credit disclosure, promote the integrity mechanism of domestic dairy industry, establish the information platform for dairy products safety information, eliminate information asymmetry in dairy products, and allow consumers to solve the specific situation of dairy products in time and disclose the illegal milk system. Sixth, the government should do a good job in education and publicity activities to encourage and guide consumers to establish a rational consumption view in order to improve the consumer's blind worship to foreign dairy brands.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F713.55

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