本文選題：國產奶制品 + 購買意愿��； 參考：《江西財經大學》2017年碩士論文

【摘要】：改革開放的發(fā)展給我國創(chuàng)造了巨大的經濟紅利,讓我國國民收入顯著提高,因此,國民的消費支出也不斷提高。收入的增長與消費水平的提高使得國民對奶制品的需求不斷增加,中國巨大的奶制品市場需求吸引了無數國外奶制品企業(yè)。這無疑會對國產奶制品市場造成一定的沖擊。而三聚氰胺等一系列國產奶制品質量安全事件的發(fā)生,更是嚴重打擊了廣大消費者對國產奶制品的購買意愿。因此,研究影響我國城鎮(zhèn)居民對國產奶制品購買意愿的因素具有重大的理論與實踐意義。基于以上分析,第一,本文首先介紹當前國內奶制品市場的研究背景及研究意義;第二,本文闡述有關消費者行為的相關理論并構建出消費者對國產奶制品購買意愿的影響因素體系;第三,本文基于收集到的關于南昌市城鎮(zhèn)消費者的數據,對被調查的消費者的基本狀況進行描述性統(tǒng)計分析;第四,本文運用因子分析模型對南昌市城鎮(zhèn)居民奶制品購買意愿的影響因素進行實證分析;第五,根據因子分析模型分析結果,結合南昌市的奶制品市場的相關情況,對模型結果進行解釋說明,并得到相關結論,根據結論為政府及國產奶制品生產企業(yè)提出針對性的對策建議。研究發(fā)現(xiàn):南昌市消費者對于國外奶粉品牌并沒有盲目的追捧,消費者在國產奶粉與國外奶粉之間并沒有明顯的偏好差異;南昌市消費者在國產液態(tài)奶與國外液態(tài)奶之間有明顯的偏好差異,絕大多數的消費者購買的是國產液態(tài)奶;淘寶、京東等網購平臺的快速發(fā)展并沒有讓消費者更傾向于網購奶制品與網購國外奶制品品牌,消費者對諸如淘寶、京東等網購平臺上的奶制品的質量還是保持懷疑態(tài)度,因此,消費者在網購平臺上購買奶制品的頻率較低;消費者對政府及國產奶制品生產企業(yè)的信任度較低,對政府國內奶制品市場的監(jiān)管滿意度低,不信任奶制品生產企業(yè)公布的質量安全信息;消費者認為奶制品的質量非常重要并且消費者更傾向于購買性價比高的奶制品;奶制品的質量是消費者國產奶粉安全事件的發(fā)生會降低消費者購買國產液態(tài)奶的信心,因此,奶制品之間的相互影響較大。因此,為了加強我國消費者對國產奶制品的購買意愿,本文為政府及奶制品生產企業(yè)提出了若干對策建議:第一,端正國產奶制品企業(yè)的價值觀,國產奶制品企業(yè)應當做誠信企業(yè),生產質量安全合格的國產奶制品,不銷售未達標奶制品,以此振興國產奶制品品牌;第二,加強對國產奶制品的品牌建設,對消費者進行營銷,加強國產奶制品品牌在消費者之中的知名度,使國產奶制品企業(yè)的品牌形象深入人心;第三,企業(yè)應當增強對奶制品的研發(fā),企業(yè)應當通過實地調查,了解各收入階層的消費者對奶制品的需求現(xiàn)狀,并根據調查結果,研發(fā)符合社會需求的奶制品,滿足不同階層人群對奶制品的需求;第四,政府應當增強對國產奶制品企業(yè)的監(jiān)管力度,建立完善的食品安全領域法律法規(guī)以及奶制品安全事件處理機制,加大對國產奶制品企業(yè)生產銷售未達標奶制品的處罰力度;第五,政府應當成立奶業(yè)監(jiān)督和誠信公布平臺,推進國產奶業(yè)誠信機制,建立奶制品安全信息發(fā)布平臺,消除奶制品領域的信息不對稱情況,讓消費者可以及時了解到奶制品質量的具體情況,披露違法奶制品企業(yè);第六,政府應當做好教育宣傳活動,鼓勵和引導消費者建立理性的消費觀以此改善消費者對國外奶制品品牌的盲目崇拜心理。
[Abstract]:The development of the reform and opening to the outside world has created a huge economic bonus for our country and made the national income increase significantly. Therefore, the consumption expenditure of the people is also increasing. The increase of the income and the increase of the consumption level make the demand for dairy products increasing, and the huge demand for dairy products in China has attracted numerous foreign dairy enterprises. This will undoubtedly cause a certain impact on the domestic dairy market, and the occurrence of a series of domestic dairy products such as melamine and other domestic dairy products is a serious blow to the consumers' willingness to buy domestic dairy products. Therefore, the study of the factors affecting the purchase intention of domestic dairy products in China's urban residents has a great theory and a great deal of theory. Practical significance. Based on the above analysis, first, this article first introduces the research background and research significance of the domestic dairy market. Second, this paper expounds the related theory of consumer behavior and constructs the influencing factor system of consumer's willingness to buy domestic dairy products; third, this article is based on the collection of Nanchang city and town elimination. A descriptive statistical analysis of the basic status of the investigated consumers; fourth, the factor analysis model is used to make an empirical analysis on the factors affecting the purchase intention of Nanchang urban residents' dairy products. Fifth, according to the analysis results of factor analysis model and the related conditions of the dairy market in Nanchang, the model is combined with the model. The results are explained, and the relevant conclusions are obtained. According to the conclusion, the government and domestic dairy production enterprises put forward the countermeasures and suggestions. The study found that the Nanchang consumers have no blind pursuit for the foreign milk powder brand, and there is no obvious preference difference between the domestic milk powder and the foreign milk powder; in Nanchang City, there is no significant difference between the consumer and the domestic milk powder. Consumers have obvious preference differences between domestic liquid milk and foreign liquid milk, the overwhelming majority of consumers buy domestic liquid milk; the rapid development of Taobao, Jingdong and other online shopping platforms does not make consumers more inclined to buy dairy products online and online shopping for foreign dairy products, consumers are on the online shopping platform such as Taobao, Jingdong and other online shopping platforms. The quality of dairy products remains skeptical, so consumers are less likely to buy dairy products on the online shopping platform; consumers have low trust in government and domestic dairy production enterprises, low degree of satisfaction to the domestic dairy market in the government, and distrust of quality and safety information published by dairy producers; consumers It is believed that the quality of dairy products is very important and that consumers are more inclined to buy high performance milk products; the quality of dairy products is the confidence that consumers' domestic milk powder safety events will reduce consumers' confidence in buying domestic liquid milk. Therefore, the mutual influence between dairy products is greater. This article puts forward some countermeasures and suggestions for the government and dairy production enterprises: first, to correct the values of domestic dairy enterprises, domestic dairy enterprises should make good faith enterprises, produce domestic dairy products with qualified quality and safety, and do not sell non standard dairy products, so as to revitalize domestic dairy products brand; second, strengthen the The brand construction of domestic dairy products, marketing to consumers, strengthening the popularity of domestic dairy products in the consumer, making the brand image of domestic dairy products deeply rooted in the hearts of the people. Third, enterprises should strengthen the research and development of dairy products. Enterprises should understand the demand of dairy products by the consumers of each income class through field investigation. According to the present situation and according to the results of the investigation, we develop dairy products that meet the needs of the society and meet the needs of dairy products for different groups of people. Fourth, the government should strengthen the supervision of domestic dairy enterprises, establish perfect laws and regulations on the field of food safety and the handling mechanism of dairy products safety events, and increase the production of domestic dairy products enterprises. Fifth, the government should set up the penalties for dairy products, and the government should set up a platform for milk industry supervision and credit disclosure, promote the integrity mechanism of domestic dairy industry, establish the information platform for dairy products safety information, eliminate information asymmetry in dairy products, and allow consumers to solve the specific situation of dairy products in time and disclose the illegal milk system. Sixth, the government should do a good job in education and publicity activities to encourage and guide consumers to establish a rational consumption view in order to improve the consumer's blind worship to foreign dairy brands.
【學位授予單位】：江西財經大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.82;F713.55

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