产地、品牌与国货意识:婴幼儿配方奶粉的来源国效应研究

发布时间：2018-03-18 03:31

本文选题：产品生产国　切入点：品牌来源国　出处：《经济经纬》2017年04期 　论文类型：期刊论文

【摘要】：以婴幼儿配方奶粉为例,以产品生产国与品牌来源国为主要属性,选取山东省349个消费者样本实施选择实验与问卷调查,利用随机参数Logit模型考察了消费者对具有不同属性婴幼儿配方奶粉的偏好。结果表明:相较于中国品牌,消费者对欧盟品牌具有最高的支付意愿,新西兰品牌次之,而日本品牌则低得多;相较于中国生产,消费者对欧盟生产具有最高的支付意愿,新西兰生产次之,而日本生产则低得多。国货意识的提高,缩小了消费者对国内外品牌或产地的婴幼儿配方奶粉的支付意愿的差距。对国内乳企而言,国外投资设厂或与国际知名厂商进行品牌合作是恢复公众消费信心的有效途径,而在营销策略中特别关注国货意识的引导与宣传有助于增加消费者对国产乳制品的偏好。
[Abstract]:Taking infant formula as an example, 349 consumer samples from Shandong Province were selected to carry out the selection experiment and questionnaire survey, taking product producing country and brand origin country as the main attributes. The random parameter Logit model was used to investigate consumers' preference for infant formula with different attributes. The results showed that compared with Chinese brands, consumers had the highest willingness to pay for EU brands, followed by New Zealand brands. Japanese brands are much lower; compared to Chinese production, consumers have the highest willingness to pay for EU production, followed by New Zealand, and Japanese production is much lower. It has narrowed the gap between consumers' willingness to pay for infant formula formula from domestic and foreign brands or places of origin. For domestic dairy enterprises, foreign investment in factories or brand cooperation with international well-known manufacturers is an effective way to restore public confidence in consumption. Especially paying attention to the guidance and propaganda of domestic product consciousness in marketing strategy helps to increase consumer's preference for domestic dairy products.
【作者单位】：曲阜师范大学山东省食品安全治理政策研究中心;中国海洋大学管理学院;江南大学江苏省食品安全研究基地;江南大学食品安全与营养协同创新中心;
【基金】：国家社会科学基金重大项目(14ZDA069) 国家自然科学基金项目(71203122) 教育部人文社会科学研究青年基金项目(13YJC790169) 山东省自然科学基金项目(ZR2013GL002) 江苏省高校人文社会科学优秀创新团队建设项目(2013-011)
【分类号】：F416.82;F713.55

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