君乐宝酸奶滁州市场调查

发布时间：2019-07-03 10:52

【摘要】：酸奶作为一种健康食品,在我国一二线城市,酸奶销售市场完善,消费者培育成熟,但是在滁州市这样的中小型城市,酸奶市场并不成熟。为了设计出适合像滁州这样的中小型城市消费的酸奶产品和销售策略,提高君乐宝酸奶在滁州地区的销售份额,本文通过发送调查问卷和对消费者地访谈等方式得到消费者对于酸奶认知的第一手资料,通过spss Statistics v19.0软件对数据进行分析研究。选取的数据指标有：滁州市不同年龄段、不同职业、不同性别、不同收入、不同婚恋状态的消费者对酸奶的营养、浓稠度、口味、价格、品牌、质量、包装认知情况。调查表明：(1)滁州市消费者对酸奶营养认知不高,认为酸奶没有鲜牛奶、纯牛奶和奶粉营养价值高。(2)滁州市消费者对浓稠度较高的酸奶认同度高。(3)滁州市消费者对酸奶口味需求和消费者的年龄、性别有显著正相关。(4)酸奶销售价格变动与销量有显著线性关系。(5)滁州消费者对君乐宝品牌酸奶认可度低,在伊利、蒙牛、光明、卫岗、琅琊之后。(6)消费者对酸奶质量认知度低,表现为缺乏手段判断酸奶质量。(7)酸奶产品包装材料和包装规格和销量有显著关联。(8)酸奶核心消费群是30岁以下女性无子女消费群体。(9)核心消费群消费者收入对酸奶消费无显著关联。(10)消费者的婚恋状态和酸奶消费有显著关联。根据上述调查结果,本文锁定滁州市场酸奶核心消费人群为30以下女性群体。针对核心消费人群及滁州市场现状,本文提出以下初步建议：(1)增加100-300g小包装规格产品品种,方便消费者随机选购和住校学生选购。(2)添加900g以上大包装规格产品品种,方便家庭消费用户选购。(3)提升酸奶浓稠度和奶香味,使其符合滁州消费者口味。(4)新口味产品研发。(5)常温高档酸奶定位为礼品奶,重新做高档包装设计。(6)网络营销设计。(7)商超导购员配备。(8)进入封闭、半封闭和位置偏远的学校食堂及商店,达到单独优势经营的目的。针对上述建议,再次进行市场调研分析,得出建议2、3、4、5、6、8成立,建议1部分成立,建议7不成立。本文的研究成果可以为类似滁州这样的中小城市酸奶市场的开发提供一定的参考。
[Abstract]:Yoghurt as a kind of healthy food, yoghurt sales market is perfect and consumers are mature in the first and second tier cities of China, but in small and medium-sized cities such as Chuzhou City, yoghurt market is not mature. In order to design yoghurt products and sales strategies suitable for small and medium-sized cities such as Chuzhou, and to improve the sales share of Junle Bao yoghurt in Chuzhou area, this paper obtains the first-hand data of consumers' cognition of yoghurt by sending questionnaires and interviews with consumers, and analyzes and studies the data through spss Statistics v19.0 software. The selected data indexes are: Chuzhou different age, different occupation, different gender, different income, different marriage and love status of consumers on yoghurt nutrition, consistency, taste, price, brand, quality, packaging awareness. The results show that: (1) Chuzhou consumers have low awareness of yoghurt nutrition, and think that yoghurt has no fresh milk and high nutritional value of pure milk and milk powder. (2) Chuzhou consumers have high identity with yoghurt with high consistency. (3) Chuzhou consumers' demand for yoghurt taste and consumers' age, There is a significant positive correlation between sex. (4) there is a significant linear relationship between yoghurt sales price change and sales volume. (5) Chuzhou consumers have low recognition of Junle Bao brand yoghurt, after Yili, Mengniu, Guangming, Weigang, Langya. (6) consumers have low awareness of yoghurt quality. There is a significant correlation between yoghurt packaging materials and packaging specifications and sales volume. (8) yoghurt core consumption group is a childless consumer group of women under 30 years old. (9) the consumer income of core consumer group has no significant correlation with yoghurt consumption. (10) there is a significant correlation between consumer marriage and yoghurt consumption. According to the above survey results, this paper targeted Chuzhou market yoghurt core consumer population as less than 30 women. In view of the core consumer population and the present situation of Chuzhou market, this paper puts forward the following preliminary suggestions: (1) to increase the variety of 100g 300g small packaging specification products, so as to facilitate consumers to choose and purchase at random and residential students. (2) to add more than 900g large packaging specification products to facilitate household consumers to choose and purchase. (3) to improve yoghurt consistency and milk flavor, Make it in line with Chuzhou consumer taste. (4) New taste product research and development. (5) Room temperature high-grade yoghurt is positioned as gift milk, remake high-grade packaging design. (6) Network marketing design. (7) Merchants are equipped. (8) enter closed, semi-closed and remote school canteens and stores to achieve the purpose of separate advantages. In view of the above recommendations, the market research and analysis are carried out again, and it is concluded that recommendation 2, 3, 4, 5, 6, 8 is established, recommendation 1 is established, and recommendation 7 is not true. The research results of this paper can provide some reference for the development of yoghurt market in small and medium-sized cities such as Chuzhou.
【学位授予单位】：安徽农业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82

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