液态乳业顾客资产驱动因素实证研究
发布时间：2018-10-16 15:12
【摘要】：2017年中央“一号文件”的发布,拉开乳业供给侧结构性改革的大幕,提出奶业整体进入世界先进行列的发展要求。同时,伴随着高毛利新产品的开发,液态乳品行业面临着产业转型升级。据专家估计,乳制品行业利润率将逐渐上升,未来可能稳定在5-6%,行业前景广阔。怎样抓住政策与产业升级的双重机遇,加快企业的发展,建立自身竞争优势成为当前液态乳品企业考虑的重点。在当下的经济环境中,企业管理的重心从产品导向变为顾客导向,企业经营管理的核心是顾客。顾客被看做一项资产受到学界的关注,而企业获得与提升顾客资产的基础是发掘顾客资产的驱动要素。本文立足液态乳业行业特点,将感知质量这一概念引入顾客资产,构建液态乳业顾客资产驱动因素模型,分析其主要驱动因素,旨在为企业经营管理,政策制定提供参考。本文通过对顾客资产相关文献的回顾,学习了顾客资产驱动模型,引入感知质量概念对顾客资产驱动因素进行进一步的扩充,根据经典量表编制了针对液态乳业顾客资产的量表;而后将预调研的数据通过SPSS进行因子旋转,剔除无效的测项,重新归纳因子获得信度与效度较好的问卷,在正式调研获得数据后,通过因子分析,结构方程,回归分析进行实证分析,结果表明价值资产,品牌资产,关系资产均对顾客资产有正向影响;三大驱动因素的亚驱动因素中,对顾客资产影响最大的分别是价格与便利性,产品质量与企业道德;服务质量,品牌意识,品牌态度次之,亲密计划,社区构建影响相对较小。最后文章根据实证研究的结论,有针对性的从企业和制度两个层面提出了建议:对于企业来说,(1)重视产品质量,提高内部质管水平;(2)注重奶源管理,建设自有牧场;(3)从产品标准入手,传播高质量信号;(4)传统营销与互联网结合,建立可追溯平台;(5)注重渠道建设;(6)全方位推广品牌,提高知名度;(7)积极承担社会责任,做有担当的乳品企业。制度层面,政府应加强乳制品质量监管,完善乳品质量的法规建设;发挥奶业行业协会的作用,形成良好的行业自律与规范。
[Abstract]:In 2017, the issuance of the "No. 1 document" of the Central Committee opened the curtain of the supply-side structural reform of the dairy industry, and put forward the development requirements for the dairy industry as a whole to enter the advanced ranks of the world. At the same time, with the development of high-margin new products, liquid dairy industry is facing industrial transformation and upgrading. Experts estimate that the dairy industry profit margins will gradually rise, the future is likely to stabilize at 5-6, the industry prospects. How to seize the dual opportunities of policy and industrial upgrading, accelerate the development of enterprises and establish their own competitive advantage has become the focus of the current liquid dairy enterprises. In the current economic environment, the focus of enterprise management has changed from product-oriented to customer-oriented, and the core of enterprise management is customer. The customer is regarded as an asset which attracts the attention of the academic circles, and the foundation of the enterprise to acquire and promote the customer asset is to discover the driving factor of the customer asset. Based on the characteristics of liquid dairy industry, this paper introduces the concept of perceived quality into customer assets, constructs the driving factor model of liquid dairy industry customer assets, and analyzes its main driving factors in order to provide reference for enterprise management and policy making. In this paper, based on the review of customer asset related literature, we study the customer asset driven model, and introduce the concept of perceived quality to further expand the customer asset driving factor. According to the classical scale, the scale for liquid dairy industry customer assets is developed, and then the pre-investigated data is rotated through SPSS, the invalid items are eliminated, and the questionnaire with good reliability and validity is reclassified. After the formal investigation and acquisition of data, through factor analysis, structural equation, regression analysis for empirical analysis, the results show that value assets, brand assets, relational assets have a positive impact on customer assets; Among the three major driving factors, price and convenience, product quality and corporate morality, service quality, brand awareness, brand attitude, intimate planning and community construction have the most influence on customer assets. Finally, according to the conclusion of the empirical study, the paper puts forward some suggestions from the two aspects of enterprise and system: (1) pay attention to the quality of products, improve the level of internal quality tube; (2) pay attention to the management of milk source. Building its own pasture; (III) disseminating high-quality signals from product standards; (iv) combining traditional marketing with the Internet to establish traceability platforms; (v) focusing on channel construction; (6) promoting brand awareness in all directions; and (7) actively assuming social responsibility, To be a responsible dairy company. At the institutional level, the government should strengthen the quality supervision of dairy products, perfect the regulation construction of dairy quality, give play to the role of dairy industry association, and form good self-discipline and standard.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F274;F406.7
[Abstract]:In 2017, the issuance of the "No. 1 document" of the Central Committee opened the curtain of the supply-side structural reform of the dairy industry, and put forward the development requirements for the dairy industry as a whole to enter the advanced ranks of the world. At the same time, with the development of high-margin new products, liquid dairy industry is facing industrial transformation and upgrading. Experts estimate that the dairy industry profit margins will gradually rise, the future is likely to stabilize at 5-6, the industry prospects. How to seize the dual opportunities of policy and industrial upgrading, accelerate the development of enterprises and establish their own competitive advantage has become the focus of the current liquid dairy enterprises. In the current economic environment, the focus of enterprise management has changed from product-oriented to customer-oriented, and the core of enterprise management is customer. The customer is regarded as an asset which attracts the attention of the academic circles, and the foundation of the enterprise to acquire and promote the customer asset is to discover the driving factor of the customer asset. Based on the characteristics of liquid dairy industry, this paper introduces the concept of perceived quality into customer assets, constructs the driving factor model of liquid dairy industry customer assets, and analyzes its main driving factors in order to provide reference for enterprise management and policy making. In this paper, based on the review of customer asset related literature, we study the customer asset driven model, and introduce the concept of perceived quality to further expand the customer asset driving factor. According to the classical scale, the scale for liquid dairy industry customer assets is developed, and then the pre-investigated data is rotated through SPSS, the invalid items are eliminated, and the questionnaire with good reliability and validity is reclassified. After the formal investigation and acquisition of data, through factor analysis, structural equation, regression analysis for empirical analysis, the results show that value assets, brand assets, relational assets have a positive impact on customer assets; Among the three major driving factors, price and convenience, product quality and corporate morality, service quality, brand awareness, brand attitude, intimate planning and community construction have the most influence on customer assets. Finally, according to the conclusion of the empirical study, the paper puts forward some suggestions from the two aspects of enterprise and system: (1) pay attention to the quality of products, improve the level of internal quality tube; (2) pay attention to the management of milk source. Building its own pasture; (III) disseminating high-quality signals from product standards; (iv) combining traditional marketing with the Internet to establish traceability platforms; (v) focusing on channel construction; (6) promoting brand awareness in all directions; and (7) actively assuming social responsibility, To be a responsible dairy company. At the institutional level, the government should strengthen the quality supervision of dairy products, perfect the regulation construction of dairy quality, give play to the role of dairy industry association, and form good self-discipline and standard.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F274;F406.7
【参考文献】
相关期刊论文 前10条
1 周镭;单锋;张艳丽;;基于品牌社群的顾客资产影响因素研究[J];改革与战略;2016年01期
2 王s，
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