基于SEM的国内外乳制品择定模式研究

发布时间：2018-03-01 22:01

本文关键词： 乳制品结构方程模型品牌择定　出处：《北京农学院》2015年硕士论文　论文类型：学位论文

【摘要】：近些年来,2008年轰动奶业的三聚氰胺事件带来的后续影响以及新自贸协定的实施,造成了我国乳制品国际贸易格局发生了很大的变化,尤其在奶粉方面进口剧增而出口却受到严重阻碍,不平衡的市场现象不利于我国奶业的健康发展,国内乳品企业亟需进行品牌建设,稳固消费者的品牌信心。本研究的核心是分析北京消费者对国内外乳制品择定模式。利用问卷调查的方式,将乳品分为液态奶(酸奶和鲜奶)和奶粉两大类别,从国内和国外的知名品牌两个角度切入,选择变量因子构造结构方程模型。通过对该模型的拟合与评价分析影响消费者认知与选择国内外品牌的因素及各因素影响程度,从而提出加强和促进我国奶业和乳制品加工企业平衡健康发展的政策建议。分析结果表明：消费者对乳制品信心较低,液态奶购买以国内品牌为主,而在奶粉消费方面,将近一半的比例显示北京市奶粉消费以国外品牌为主。品牌信任这一因素对择定模式起着决定性作用,消费者的社会地位也显著影响了消费者品牌择定。根据研究结果对乳制品企业提出了端正价值观、做好品牌维护、抓好生产监管等营销措施,并为政府和消费者作出了政策性建议,希望通过不同的措施来稳固奶业的健康发展。
[Abstract]:In recent years, the follow-up effect of the melamine incident, which caused a stir in the dairy industry in 2008, and the implementation of the new Free Trade Agreement, have caused great changes in the international trade pattern of dairy products in China. In particular, the import of milk powder has increased sharply but the export has been seriously hindered. The unbalanced market phenomenon is not conducive to the healthy development of China's dairy industry. Domestic dairy enterprises urgently need to carry out brand building. The core of this study is to analyze Beijing consumers' choice model of domestic and foreign dairy products. By means of questionnaire, dairy products are divided into two categories: liquid milk (yoghurt and fresh milk) and milk powder. From the two angles of domestic and foreign famous brands, we choose variable factors to construct structural equation model. Through fitting and evaluating the model, we analyze the factors that affect consumers' cognition and choice of domestic and foreign brands, and the influence degree of each factor. The results show that consumers have low confidence in dairy products, and liquid milk is mainly purchased by domestic brands, while the consumption of milk powder is mainly concerned with the consumption of milk powder. Nearly half of the proportion shows that the consumption of milk powder in Beijing is dominated by foreign brands. Brand trust plays a decisive role in choosing the model. The social status of consumers has also significantly affected the choice of consumer brands. According to the results of the research, the dairy enterprises have been put forward correct values, brand maintenance, production supervision and other marketing measures. It also makes policy recommendations for the government and consumers, hoping to stabilize the healthy development of dairy industry through different measures.
【学位授予单位】：北京农学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.82

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