我国居民乳品消费及促销效应的研究

发布时间：2018-03-19 01:02

本文选题：乳品消费　切入点：促销　出处：《中国农业科学院》2010年硕士论文　论文类型：学位论文

【摘要】： 奶类营养丰富,在改善居民膳食结构、增强身体素质方面,具有不可替代的作用。奶业的发展与壮大,有助于解决我国“三农”问题,对促进经济社会又好又快发展有着非常积极的意义。然而从2005年以来,“回炉奶”、“早产奶”、阜阳婴幼儿奶粉事件到2008年的“三聚氰胺”事件,乳品质量安全问题接连不断地出现,对社会危害极大,影响深远。究其根源,除了监管方面不足外,奶业恶性的竞争环境是重要的深层原因。近些年来,乳品企业盲目扩张,消费增长相对缓慢,致使乳品市场出现供过于求的现象,因而行业的竞争越来越激烈。乳品企业使尽浑身解数抢占市场份额,各种“概念战”、“价格战”、“广告战”及捆绑销售等促销方式层出不穷。乳品企业大力开展各式各样的促销活动,在增加营销成本的同时能否得到预期的收益回报,这是值得思考的问题。因此,研究促销对乳品消费的影响已成为具有重要意义的课题。为了深入、准确地了解促销对我国居民乳品消费的影响,本论文通过对经济学和市场营销理论的学习和运用,在参考国内外众多研究成果的基础上,就该问题开展了定性和定量的研究。首先,利用相关统计年鉴的数据分析我国居民乳品消费现状,并提取出影响我国乳品消费水平的因素。然后,根据对北京市一中型超市进行了持续78天跟踪调查数据,分析我国乳品市场的促销现状、特点和原因。最后,在进行理论分析的基础上,以北京城镇居民作为调查对象,研究设计了一套消费者调查问卷,在2009年12月15日至2010年3月10日,对北京市居民开展了促销对液态奶(包括高温灭菌奶、巴氏消毒奶和酸奶)购买情况影响的调查。总计发放问卷问卷500份,回收458份,其中有效问卷374份。根据抽样调查获取的一手数据,应用SPSS16.0统计分析软件对数据进行处理分析,建立多元选择模型,就促销对新产品购买意愿、增加购买量意愿、转换品牌意愿和转化乳品类型意愿的影响进行定量分析。根据定性分析与定量分析,本论文得出以下主要研究结论:①我国居民乳品消费量总体水平比较低,但总体呈上升的趋势。地区和城乡之间发展不平衡,但有较大的增长空间。②乳品消费的影响因素主要包括居民收入水平、价格水平、质量安全问题、消费环境、消费观念与意识以及乳品企业的战略定位等。③当前乳品促销已经从中低端产品延伸到高端产品,促销的周期较长,间隔较短,产品类型多样,让利幅度在10%-50%之间。④乳品企业频繁使用促销工具,主要是为了刺激市场需求,捍卫市场份额、吸引消费者关注和突围同质化的困境。⑤特价的促销效果比其他促销方式显著,常冲动消费的人群是最佳的目标受众。⑥促销对不同人口统计特征人群的影响效果没有明显差异。⑦关注品牌的消费者不轻易转换购买品牌。
[Abstract]:Milk, rich in nutrition, plays an irreplaceable role in improving the dietary structure of the residents and enhancing their physical fitness. The development and expansion of the dairy industry will help to solve the problems of "agriculture, countryside and farmers" in China. It has a very positive significance to promote the economic and social development. However, since 2005, the "reboiler milk", "premature milk" and the "melamine" incident in Fuyang infant milk powder have been constantly emerging. It has great harm to the society and has far-reaching influence. In addition to the insufficient supervision, the vicious competitive environment in the dairy industry is an important and deep reason. In recent years, dairy enterprises have expanded blindly and consumption growth has been relatively slow. As a result of the oversupply in the dairy market, the competition in the industry is becoming fiercer and fiercer. Dairy enterprises have tried their best to seize market share. Various "concept wars", "price wars", "advertising wars" and bundling sales are emerging in endlessly. Therefore, the research on the influence of sales promotion on dairy consumption has become an important topic. In order to deeply and accurately understand the influence of promotion on the consumption of dairy products in China, through the study and application of economics and marketing theory, based on the reference of many domestic and foreign research results, Qualitative and quantitative research on this issue has been carried out. Firstly, the current situation of dairy consumption in China is analyzed by using the data of relevant statistical yearbooks, and the factors that affect the consumption level of dairy products in China are extracted. According to the survey data of a medium-sized supermarket in Beijing for 78 days, this paper analyzes the present situation, characteristics and reasons of the promotion of dairy market in China. Finally, on the basis of theoretical analysis, the author takes the urban residents of Beijing as the object of investigation. From December 15th 2009 to March 10th 2010, a set of consumer questionnaires was designed to promote the promotion of liquid milk (including high-temperature sterilized milk) to Beijing residents. Survey on the effect of pasteurization milk and yoghurt). A total of 500 questionnaires were sent out and 458 were returned, of which 374 were valid. According to the primary data obtained from the sample survey, the data were processed and analyzed by SPSS16.0 statistical analysis software. A multivariate selection model was established to quantitatively analyze the influence of promotion on the willingness of new products to buy, increase the amount of purchase, change brand and change the type of dairy products. According to the qualitative analysis and quantitative analysis, this paper draws the following main conclusions: the overall level of dairy consumption in China is low, but the overall trend is rising. The development between the region and the urban and rural areas is not balanced. However, there is considerable room for growth .2 the main factors affecting dairy consumption include the income level of the residents, the price level, the quality and safety issues, and the consumption environment. At present, the promotion of dairy products has extended from middle and low end products to high end products. The period of promotion is longer, the interval is shorter, and the types of products are various. Between 10% and 50%, dairy enterprises frequently use promotional tools, mainly in order to stimulate market demand, defend market share, attract consumers' attention and break through the difficulty of homogenization. 5 special offers are more effective than other promotion methods. The people who often spend impulsively are the best target audience. 6. The effect of promotion on different demographic characteristics is not obviously different. 7. Consumers who pay attention to brands are not easy to change to buy brands.
【学位授予单位】：中国农业科学院
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F426.82;F274;F224

【引证文献】