基于顾客满意度的我国婴幼儿配方乳粉销售模式优化研究
发布时间：2018-08-26 11:37
【摘要】：我国已经超越日本成为仅次于美国的全球婴幼儿乳粉第二大市场,在“二孩政策”全面放开的政策红利下,婴幼儿乳粉消费市场将更加壮大。婴幼儿配方乳粉的质量安全关乎下一代的健康成长,是关乎国计民生和标志农业现代化的重要产业,然而,自2008年“三聚氰胺”事件以来,中国消费者对国产婴幼儿配方乳粉的质量安全信任度急转直下。曾占国内乳粉市场份额18.26%的乳业巨头三鹿倒闭,原本蝉联15年全国乳制品销量第一的河北省元气大伤,奶农“倒奶杀牛”现象频现。中国乳业面临前所未有的质量安全危机,事件曝光后我国乳业产量同比增长率由8月份的53.86%急剧下降到9月份的-19.08%(万得资讯,2009),2008年蒙牛亏损9.49亿元,光明亏损2.86亿元,伊利亏损更高达16.87亿元。在此期间,中国乳业市场格局突变,洋品牌在婴幼儿配方乳粉市场异军突起,2009年中国婴幼儿乳粉市场的前三名为多美滋、美赞臣和惠氏三家进口乳粉品牌(AC尼尔森,2010)。为了振兴中国乳业,重建消费者对国产婴幼儿乳粉的信心,我国不仅在生产环节加强了监管,而且在流通领域除了传统的销售渠道以外,还涌现出了新兴渠道。本文依据现代营销观念中“一切以顾客为中心”的理论,结合消费者购买决策理论等,基于顾客满意度视角对婴幼儿配方乳粉销售模式进行现状描述和评价,目的是使生产经营企业可以根据影响顾客满意度的因素对销售模式进行改进和优化。不同于以往研究中以渠道成员和结构为主要角度、以绩效为主要考量,本文提出以顾客满意度为视角,着重研究渠道终端。本文将婴幼儿配方乳粉销售模式按照渠道终端的不同划分为:零售商超模式、母婴专卖店模式、药店模式和电子商务模式,并总结出不同模式各自的特点。为了更加真实地反映顾客需求,本文挑选了婴幼儿乳粉主产区的黑龙江省和陕西省以及主销区的安徽省和重庆市作为调研地点,汇总了549位被访者对于婴幼儿配方乳粉销售模式的认知情况。本文运用对数线性模型对婴幼儿配方乳粉销售模式顾客满意度进行评价,通过分析销售模式与顾客满意度的交互作用得出不同销售模式对顾客满意度的作用;另外,为分析顾客对不同模式满意度差异的原因,继续运用因子分析法归纳出婴幼儿配方乳粉顾客满意度影响因素,并把保证产品质量安全、促进销售价格合理化、增加购买便利程度以及提高售后服务水平这四项作为生产经营者进行销售模式优化和改进的目标。同时,在以顾客为中心原则、因时因地制宜原则、行业协调发展原则下,确定了优化的总体思路和针对不同模式的具体优化方案。经过分析认为,零售商超模式应该联结生产者和终端的利益、提高销售水平和购物体验、延伸对外周边配送服务等;母婴专卖店模式应该做好商品展示和陈列、发起会员组织和活动、深化和扩展服务项目等;药店模式应该重点销售特殊配方乳粉、扩大辐射范围和影响力等;电子商务模式应该挖掘电子信息技术的应用潜力、完善物流配送体系、加大监管和惩处力度等。
[Abstract]:China has surpassed Japan to become the second largest market for infant milk powder in the world after the United States. With the policy dividend of the "two-child policy" being fully liberalized, the infant milk powder consumption market will be even stronger. The quality and safety of infant formula milk powder is related to the healthy growth of the next generation, the national economy, the people's livelihood and the modernization of agriculture. However, since the "melamine" incident in 2008, Chinese consumers'confidence in the quality and safety of domestic infant formula milk powder has sharply declined. China's dairy industry is facing an unprecedented quality and safety crisis. The growth rate of China's dairy production dropped sharply from 53.86% in August to - 19.08% in September after the incident. In 2008, Mengniu lost 949 million yuan, Bright loss 286 million yuan and Erie loss reached 1.687 billion yuan. In order to revitalize China's dairy industry and rebuild consumers'confidence in domestic infant milk powder, China has not only strengthened its production links, but also strengthened its production links. Based on the theory of "all customer-centered" in modern marketing concept, combined with the theory of consumer purchase decision-making, and based on the perspective of customer satisfaction, this paper describes and evaluates the current situation of infant formula milk powder sales model. It is different from the previous research which takes channel members and structure as the main point of view and performance as the main consideration. This paper puts forward to study the channel terminal from the perspective of customer satisfaction. This paper will focus on the marketing model of infant formula milk powder. According to the different channel terminals, it can be divided into retailer super-mode, mother-infant monopoly store mode, pharmacy mode and e-commerce mode, and summarizes the characteristics of different modes. As a survey site, 549 respondents'perceptions of the sales model of infant formula milk powder were summarized. The logarithmic linear model was used to evaluate the customer satisfaction of infant formula milk powder sales model. In addition, in order to analyze the reasons for the differences in customer satisfaction with different models, the factors affecting customer satisfaction with infant formula milk powder were concluded by factor analysis, and the four factors were taken as producers and managers to ensure product quality and safety, promote the rationalization of sales price, increase purchase convenience and improve after-sales service level. At the same time, under the principle of customer-centered, timely and local conditions, and the principle of coordinated development of the industry, the general idea of optimization and specific optimization schemes for different modes are determined. Shopping experience, extending to the surrounding distribution services; Maternal and infant monopoly store model should do a good job of commodity display and display, initiate member organizations and activities, deepen and expand the service items; Pharmacy model should focus on the sale of special formula milk powder, expand the scope of radiation and influence; E-commerce model should tap the electronic information technology should be Improve logistics distribution system and increase supervision and punishment with potential.
【学位授予单位】：东北农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82
本文编号：2204755
[Abstract]:China has surpassed Japan to become the second largest market for infant milk powder in the world after the United States. With the policy dividend of the "two-child policy" being fully liberalized, the infant milk powder consumption market will be even stronger. The quality and safety of infant formula milk powder is related to the healthy growth of the next generation, the national economy, the people's livelihood and the modernization of agriculture. However, since the "melamine" incident in 2008, Chinese consumers'confidence in the quality and safety of domestic infant formula milk powder has sharply declined. China's dairy industry is facing an unprecedented quality and safety crisis. The growth rate of China's dairy production dropped sharply from 53.86% in August to - 19.08% in September after the incident. In 2008, Mengniu lost 949 million yuan, Bright loss 286 million yuan and Erie loss reached 1.687 billion yuan. In order to revitalize China's dairy industry and rebuild consumers'confidence in domestic infant milk powder, China has not only strengthened its production links, but also strengthened its production links. Based on the theory of "all customer-centered" in modern marketing concept, combined with the theory of consumer purchase decision-making, and based on the perspective of customer satisfaction, this paper describes and evaluates the current situation of infant formula milk powder sales model. It is different from the previous research which takes channel members and structure as the main point of view and performance as the main consideration. This paper puts forward to study the channel terminal from the perspective of customer satisfaction. This paper will focus on the marketing model of infant formula milk powder. According to the different channel terminals, it can be divided into retailer super-mode, mother-infant monopoly store mode, pharmacy mode and e-commerce mode, and summarizes the characteristics of different modes. As a survey site, 549 respondents'perceptions of the sales model of infant formula milk powder were summarized. The logarithmic linear model was used to evaluate the customer satisfaction of infant formula milk powder sales model. In addition, in order to analyze the reasons for the differences in customer satisfaction with different models, the factors affecting customer satisfaction with infant formula milk powder were concluded by factor analysis, and the four factors were taken as producers and managers to ensure product quality and safety, promote the rationalization of sales price, increase purchase convenience and improve after-sales service level. At the same time, under the principle of customer-centered, timely and local conditions, and the principle of coordinated development of the industry, the general idea of optimization and specific optimization schemes for different modes are determined. Shopping experience, extending to the surrounding distribution services; Maternal and infant monopoly store model should do a good job of commodity display and display, initiate member organizations and activities, deepen and expand the service items; Pharmacy model should focus on the sale of special formula milk powder, expand the scope of radiation and influence; E-commerce model should tap the electronic information technology should be Improve logistics distribution system and increase supervision and punishment with potential.
【学位授予单位】：东北农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82
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