【摘要】：2017年中央“一號(hào)文件”的發(fā)布,拉開(kāi)乳業(yè)供給側(cè)結(jié)構(gòu)性改革的大幕,提出奶業(yè)整體進(jìn)入世界先進(jìn)行列的發(fā)展要求。同時(shí),伴隨著高毛利新產(chǎn)品的開(kāi)發(fā),液態(tài)乳品行業(yè)面臨著產(chǎn)業(yè)轉(zhuǎn)型升級(jí)。據(jù)專家估計(jì),乳制品行業(yè)利潤(rùn)率將逐漸上升,未來(lái)可能穩(wěn)定在5-6%,行業(yè)前景廣闊。怎樣抓住政策與產(chǎn)業(yè)升級(jí)的雙重機(jī)遇,加快企業(yè)的發(fā)展,建立自身競(jìng)爭(zhēng)優(yōu)勢(shì)成為當(dāng)前液態(tài)乳品企業(yè)考慮的重點(diǎn)。在當(dāng)下的經(jīng)濟(jì)環(huán)境中,企業(yè)管理的重心從產(chǎn)品導(dǎo)向變?yōu)轭櫩蛯?dǎo)向,企業(yè)經(jīng)營(yíng)管理的核心是顧客。顧客被看做一項(xiàng)資產(chǎn)受到學(xué)界的關(guān)注,而企業(yè)獲得與提升顧客資產(chǎn)的基礎(chǔ)是發(fā)掘顧客資產(chǎn)的驅(qū)動(dòng)要素。本文立足液態(tài)乳業(yè)行業(yè)特點(diǎn),將感知質(zhì)量這一概念引入顧客資產(chǎn),構(gòu)建液態(tài)乳業(yè)顧客資產(chǎn)驅(qū)動(dòng)因素模型,分析其主要驅(qū)動(dòng)因素,旨在為企業(yè)經(jīng)營(yíng)管理,政策制定提供參考。本文通過(guò)對(duì)顧客資產(chǎn)相關(guān)文獻(xiàn)的回顧,學(xué)習(xí)了顧客資產(chǎn)驅(qū)動(dòng)模型,引入感知質(zhì)量概念對(duì)顧客資產(chǎn)驅(qū)動(dòng)因素進(jìn)行進(jìn)一步的擴(kuò)充,根據(jù)經(jīng)典量表編制了針對(duì)液態(tài)乳業(yè)顧客資產(chǎn)的量表;而后將預(yù)調(diào)研的數(shù)據(jù)通過(guò)SPSS進(jìn)行因子旋轉(zhuǎn),剔除無(wú)效的測(cè)項(xiàng),重新歸納因子獲得信度與效度較好的問(wèn)卷,在正式調(diào)研獲得數(shù)據(jù)后,通過(guò)因子分析,結(jié)構(gòu)方程,回歸分析進(jìn)行實(shí)證分析,結(jié)果表明價(jià)值資產(chǎn),品牌資產(chǎn),關(guān)系資產(chǎn)均對(duì)顧客資產(chǎn)有正向影響;三大驅(qū)動(dòng)因素的亞驅(qū)動(dòng)因素中,對(duì)顧客資產(chǎn)影響最大的分別是價(jià)格與便利性,產(chǎn)品質(zhì)量與企業(yè)道德;服務(wù)質(zhì)量,品牌意識(shí),品牌態(tài)度次之,親密計(jì)劃,社區(qū)構(gòu)建影響相對(duì)較小。最后文章根據(jù)實(shí)證研究的結(jié)論,有針對(duì)性的從企業(yè)和制度兩個(gè)層面提出了建議:對(duì)于企業(yè)來(lái)說(shuō),(1)重視產(chǎn)品質(zhì)量,提高內(nèi)部質(zhì)管水平;(2)注重奶源管理,建設(shè)自有牧場(chǎng);(3)從產(chǎn)品標(biāo)準(zhǔn)入手,傳播高質(zhì)量信號(hào);(4)傳統(tǒng)營(yíng)銷與互聯(lián)網(wǎng)結(jié)合,建立可追溯平臺(tái);(5)注重渠道建設(shè);(6)全方位推廣品牌,提高知名度;(7)積極承擔(dān)社會(huì)責(zé)任,做有擔(dān)當(dāng)?shù)娜槠菲髽I(yè)。制度層面,政府應(yīng)加強(qiáng)乳制品質(zhì)量監(jiān)管,完善乳品質(zhì)量的法規(guī)建設(shè);發(fā)揮奶業(yè)行業(yè)協(xié)會(huì)的作用,形成良好的行業(yè)自律與規(guī)范。
[Abstract]:In 2017, the issuance of the "No. 1 document" of the Central Committee opened the curtain of the supply-side structural reform of the dairy industry, and put forward the development requirements for the dairy industry as a whole to enter the advanced ranks of the world. At the same time, with the development of high-margin new products, liquid dairy industry is facing industrial transformation and upgrading. Experts estimate that the dairy industry profit margins will gradually rise, the future is likely to stabilize at 5-6, the industry prospects. How to seize the dual opportunities of policy and industrial upgrading, accelerate the development of enterprises and establish their own competitive advantage has become the focus of the current liquid dairy enterprises. In the current economic environment, the focus of enterprise management has changed from product-oriented to customer-oriented, and the core of enterprise management is customer. The customer is regarded as an asset which attracts the attention of the academic circles, and the foundation of the enterprise to acquire and promote the customer asset is to discover the driving factor of the customer asset. Based on the characteristics of liquid dairy industry, this paper introduces the concept of perceived quality into customer assets, constructs the driving factor model of liquid dairy industry customer assets, and analyzes its main driving factors in order to provide reference for enterprise management and policy making. In this paper, based on the review of customer asset related literature, we study the customer asset driven model, and introduce the concept of perceived quality to further expand the customer asset driving factor. According to the classical scale, the scale for liquid dairy industry customer assets is developed, and then the pre-investigated data is rotated through SPSS, the invalid items are eliminated, and the questionnaire with good reliability and validity is reclassified. After the formal investigation and acquisition of data, through factor analysis, structural equation, regression analysis for empirical analysis, the results show that value assets, brand assets, relational assets have a positive impact on customer assets; Among the three major driving factors, price and convenience, product quality and corporate morality, service quality, brand awareness, brand attitude, intimate planning and community construction have the most influence on customer assets. Finally, according to the conclusion of the empirical study, the paper puts forward some suggestions from the two aspects of enterprise and system: (1) pay attention to the quality of products, improve the level of internal quality tube; (2) pay attention to the management of milk source. Building its own pasture; (III) disseminating high-quality signals from product standards; (iv) combining traditional marketing with the Internet to establish traceability platforms; (v) focusing on channel construction; (6) promoting brand awareness in all directions; and (7) actively assuming social responsibility, To be a responsible dairy company. At the institutional level, the government should strengthen the quality supervision of dairy products, perfect the regulation construction of dairy quality, give play to the role of dairy industry association, and form good self-discipline and standard.
【學(xué)位授予單位】：華中農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.82;F274;F406.7

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