【摘要】：我國已經(jīng)超越日本成為僅次于美國的全球嬰幼兒乳粉第二大市場,在“二孩政策”全面放開的政策紅利下,嬰幼兒乳粉消費(fèi)市場將更加壯大。嬰幼兒配方乳粉的質(zhì)量安全關(guān)乎下一代的健康成長,是關(guān)乎國計民生和標(biāo)志農(nóng)業(yè)現(xiàn)代化的重要產(chǎn)業(yè),然而,自2008年“三聚氰胺”事件以來,中國消費(fèi)者對國產(chǎn)嬰幼兒配方乳粉的質(zhì)量安全信任度急轉(zhuǎn)直下。曾占國內(nèi)乳粉市場份額18.26%的乳業(yè)巨頭三鹿倒閉,原本蟬聯(lián)15年全國乳制品銷量第一的河北省元?dú)獯髠?奶農(nóng)“倒奶殺�！爆F(xiàn)象頻現(xiàn)。中國乳業(yè)面臨前所未有的質(zhì)量安全危機(jī),事件曝光后我國乳業(yè)產(chǎn)量同比增長率由8月份的53.86%急劇下降到9月份的-19.08%(萬得資訊,2009),2008年蒙牛虧損9.49億元,光明虧損2.86億元,伊利虧損更高達(dá)16.87億元。在此期間,中國乳業(yè)市場格局突變,洋品牌在嬰幼兒配方乳粉市場異軍突起,2009年中國嬰幼兒乳粉市場的前三名為多美滋、美贊臣和惠氏三家進(jìn)口乳粉品牌(AC尼爾森,2010)。為了振興中國乳業(yè),重建消費(fèi)者對國產(chǎn)嬰幼兒乳粉的信心,我國不僅在生產(chǎn)環(huán)節(jié)加強(qiáng)了監(jiān)管,而且在流通領(lǐng)域除了傳統(tǒng)的銷售渠道以外,還涌現(xiàn)出了新興渠道。本文依據(jù)現(xiàn)代營銷觀念中“一切以顧客為中心”的理論,結(jié)合消費(fèi)者購買決策理論等,基于顧客滿意度視角對嬰幼兒配方乳粉銷售模式進(jìn)行現(xiàn)狀描述和評價,目的是使生產(chǎn)經(jīng)營企業(yè)可以根據(jù)影響顧客滿意度的因素對銷售模式進(jìn)行改進(jìn)和優(yōu)化。不同于以往研究中以渠道成員和結(jié)構(gòu)為主要角度、以績效為主要考量,本文提出以顧客滿意度為視角,著重研究渠道終端。本文將嬰幼兒配方乳粉銷售模式按照渠道終端的不同劃分為:零售商超模式、母嬰專賣店模式、藥店模式和電子商務(wù)模式,并總結(jié)出不同模式各自的特點(diǎn)。為了更加真實地反映顧客需求,本文挑選了嬰幼兒乳粉主產(chǎn)區(qū)的黑龍江省和陜西省以及主銷區(qū)的安徽省和重慶市作為調(diào)研地點(diǎn),匯總了549位被訪者對于嬰幼兒配方乳粉銷售模式的認(rèn)知情況。本文運(yùn)用對數(shù)線性模型對嬰幼兒配方乳粉銷售模式顧客滿意度進(jìn)行評價,通過分析銷售模式與顧客滿意度的交互作用得出不同銷售模式對顧客滿意度的作用;另外,為分析顧客對不同模式滿意度差異的原因,繼續(xù)運(yùn)用因子分析法歸納出嬰幼兒配方乳粉顧客滿意度影響因素,并把保證產(chǎn)品質(zhì)量安全、促進(jìn)銷售價格合理化、增加購買便利程度以及提高售后服務(wù)水平這四項作為生產(chǎn)經(jīng)營者進(jìn)行銷售模式優(yōu)化和改進(jìn)的目標(biāo)。同時,在以顧客為中心原則、因時因地制宜原則、行業(yè)協(xié)調(diào)發(fā)展原則下,確定了優(yōu)化的總體思路和針對不同模式的具體優(yōu)化方案。經(jīng)過分析認(rèn)為,零售商超模式應(yīng)該聯(lián)結(jié)生產(chǎn)者和終端的利益、提高銷售水平和購物體驗、延伸對外周邊配送服務(wù)等;母嬰專賣店模式應(yīng)該做好商品展示和陳列、發(fā)起會員組織和活動、深化和擴(kuò)展服務(wù)項目等;藥店模式應(yīng)該重點(diǎn)銷售特殊配方乳粉、擴(kuò)大輻射范圍和影響力等;電子商務(wù)模式應(yīng)該挖掘電子信息技術(shù)的應(yīng)用潛力、完善物流配送體系、加大監(jiān)管和懲處力度等。
[Abstract]:China has surpassed Japan to become the second largest market for infant milk powder in the world after the United States. With the policy dividend of the "two-child policy" being fully liberalized, the infant milk powder consumption market will be even stronger. The quality and safety of infant formula milk powder is related to the healthy growth of the next generation, the national economy, the people's livelihood and the modernization of agriculture. However, since the "melamine" incident in 2008, Chinese consumers'confidence in the quality and safety of domestic infant formula milk powder has sharply declined. China's dairy industry is facing an unprecedented quality and safety crisis. The growth rate of China's dairy production dropped sharply from 53.86% in August to - 19.08% in September after the incident. In 2008, Mengniu lost 949 million yuan, Bright loss 286 million yuan and Erie loss reached 1.687 billion yuan. In order to revitalize China's dairy industry and rebuild consumers'confidence in domestic infant milk powder, China has not only strengthened its production links, but also strengthened its production links. Based on the theory of "all customer-centered" in modern marketing concept, combined with the theory of consumer purchase decision-making, and based on the perspective of customer satisfaction, this paper describes and evaluates the current situation of infant formula milk powder sales model. It is different from the previous research which takes channel members and structure as the main point of view and performance as the main consideration. This paper puts forward to study the channel terminal from the perspective of customer satisfaction. This paper will focus on the marketing model of infant formula milk powder. According to the different channel terminals, it can be divided into retailer super-mode, mother-infant monopoly store mode, pharmacy mode and e-commerce mode, and summarizes the characteristics of different modes. As a survey site, 549 respondents'perceptions of the sales model of infant formula milk powder were summarized. The logarithmic linear model was used to evaluate the customer satisfaction of infant formula milk powder sales model. In addition, in order to analyze the reasons for the differences in customer satisfaction with different models, the factors affecting customer satisfaction with infant formula milk powder were concluded by factor analysis, and the four factors were taken as producers and managers to ensure product quality and safety, promote the rationalization of sales price, increase purchase convenience and improve after-sales service level. At the same time, under the principle of customer-centered, timely and local conditions, and the principle of coordinated development of the industry, the general idea of optimization and specific optimization schemes for different modes are determined. Shopping experience, extending to the surrounding distribution services; Maternal and infant monopoly store model should do a good job of commodity display and display, initiate member organizations and activities, deepen and expand the service items; Pharmacy model should focus on the sale of special formula milk powder, expand the scope of radiation and influence; E-commerce model should tap the electronic information technology should be Improve logistics distribution system and increase supervision and punishment with potential.
【學(xué)位授予單位】：東北農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.82

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