本文關(guān)鍵詞：河北省乳制品消費(fèi)者購(gòu)買行為調(diào)查分析　出處：《河北農(nóng)業(yè)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：奶業(yè)產(chǎn)業(yè)是河北省農(nóng)業(yè)經(jīng)濟(jì)的重要支撐性產(chǎn)業(yè),但現(xiàn)在卻沒有誕生出能夠享譽(yù)全國(guó)的龍頭乳制品企業(yè)。隨著越來越激烈的市場(chǎng)競(jìng)爭(zhēng),大的乳制品企業(yè)不斷兼并收購(gòu),小企業(yè)的市場(chǎng)空間也越來越小。因此,提升河北省乳制品企業(yè)的核心競(jìng)爭(zhēng)力就成了當(dāng)務(wù)之急。而要想提升其競(jìng)爭(zhēng)力,就應(yīng)該弄清楚消費(fèi)者的購(gòu)買行為。本文目的是通過對(duì)河北省乳制品消費(fèi)者購(gòu)買行為調(diào)查分析,得出其主要影響因素,為河北省本土乳制品企業(yè)了解市場(chǎng)消費(fèi)情況提供參考,同時(shí)也為政府部門宏觀決策提供決策依據(jù)。本文以消費(fèi)者決策理論為基礎(chǔ),在對(duì)河北省城市居民和農(nóng)村居民進(jìn)行乳制品消費(fèi)者行為問卷調(diào)查的基礎(chǔ)上,分析了河北省乳制品消費(fèi)者購(gòu)買行為的特征,研究了其主要影響因素。本文的研究方法采用問卷調(diào)查與統(tǒng)計(jì)分析、案例分析與對(duì)比分析法。本文的研究?jī)?nèi)容包括三部分,第一部分為綜述。第二部分是消費(fèi)者乳制品消費(fèi)情況調(diào)查。通過調(diào)研發(fā)現(xiàn),河北省消費(fèi)者的乳制品消費(fèi)行為比較復(fù)雜。健康和保健是乳制品消費(fèi)者的最重要的消費(fèi)動(dòng)機(jī),消費(fèi)方式和消費(fèi)結(jié)構(gòu)比較單一,乳制品的品牌集中度高,大眾消費(fèi)者對(duì)乳制品的知識(shí)與認(rèn)知不夠,獲得乳制品信息的方式較少,價(jià)格變動(dòng)對(duì)消費(fèi)意愿有較大影響。各類消費(fèi)者在年齡、所受教育程度、職業(yè)類型、品牌忠誠(chéng)度、價(jià)格和購(gòu)買方式的認(rèn)同上有明顯差異。第三部分是消費(fèi)者行為調(diào)查分析對(duì)乳制品企業(yè)、政府和消費(fèi)者的啟示。乳制品企業(yè)應(yīng)該大力發(fā)展差異化與細(xì)分市場(chǎng)的戰(zhàn)略,其次利用電子商務(wù)引導(dǎo)消費(fèi)者參與和通過電子商務(wù)提升自己服務(wù)價(jià)值的對(duì)策;政府則應(yīng)該加強(qiáng)對(duì)奶制品的宣傳,重塑消費(fèi)者的信心、加強(qiáng)對(duì)乳業(yè)各環(huán)節(jié)監(jiān)管,建立河北省奶業(yè)監(jiān)管機(jī)制一體化、重點(diǎn)扶持本地奶制品品牌,加強(qiáng)河北省乳企聯(lián)合等措施;最后消費(fèi)者應(yīng)該具有一定的乳制品認(rèn)知能力,形成正確成熟理性的消費(fèi)行為。本文的創(chuàng)新之處在于通過對(duì)河北省乳制品消費(fèi)者行為進(jìn)行調(diào)研,得到了河北省乳制品消費(fèi)者購(gòu)買行為的特征,找出影響消費(fèi)者行為的關(guān)鍵因素。利用消費(fèi)者行為理論,進(jìn)一步分析這些關(guān)鍵因素,首次提出大力發(fā)展電子商務(wù)的新營(yíng)銷手段與市場(chǎng)細(xì)分的差異化市場(chǎng)戰(zhàn)略相結(jié)合的措施來提高河北省本省乳制品競(jìng)爭(zhēng)力的可行性建議。
[Abstract]:Dairy industry is an important supporting industry of agricultural economy in Hebei Province, but now it has not given birth to the leading dairy enterprises which can enjoy national reputation. With more and more fierce market competition. Large dairy enterprises continue to merge and purchase, and the market space of small enterprises is becoming smaller and smaller. Therefore, to enhance the core competitiveness of dairy enterprises in Hebei Province has become a top priority. The purpose of this paper is to find out the main influencing factors by investigating and analyzing the purchasing behavior of dairy consumers in Hebei Province. For local dairy enterprises in Hebei Province to understand the market consumption situation to provide a reference, but also for government departments to provide decision-making basis for macro-decision-making. This paper is based on consumer decision-making theory. On the basis of questionnaire survey on dairy products consumer behavior of urban and rural residents in Hebei Province, the characteristics of dairy products consumer purchase behavior in Hebei Province are analyzed. The research methods of this paper are questionnaire survey and statistical analysis, case analysis and comparative analysis. The research content of this paper includes three parts. The first part is a summary. The second part is the survey of consumer dairy products consumption. The consumption behavior of dairy products in Hebei Province is more complex. Health and health care is the most important consumption motivation of dairy consumers, consumption mode and consumption structure is relatively single, and the brand concentration of dairy products is high. The mass consumers' knowledge and cognition of dairy products is not enough, the way of obtaining dairy products information is less, and the price change has a great influence on the consumer willingness. All kinds of consumers are in age, education level, occupation type. There are significant differences in brand loyalty, price and purchase methods. The third part is the analysis of consumer behavior of dairy enterprises. The enlightenment of the government and consumers. Dairy enterprises should vigorously develop the strategy of differentiation and segmentation of the market, and then use electronic commerce to guide consumers to participate and improve their service value through electronic commerce. The government should strengthen the propaganda of dairy products, rebuild the confidence of consumers, strengthen the supervision of all aspects of the dairy industry, establish an integrated supervision mechanism of dairy industry in Hebei Province, and focus on supporting local dairy brands. Strengthening the combination of milk and enterprises in Hebei Province; Finally, consumers should have a certain cognitive ability of dairy products to form a correct and rational consumption behavior. The innovation of this paper is through the investigation of dairy consumer behavior in Hebei Province. Obtained the characteristics of consumer purchase behavior of dairy products in Hebei Province, found out the key factors affecting consumer behavior, and further analyzed these key factors by using consumer behavior theory. It is the first time to put forward some feasible suggestions on how to combine the new marketing means of E-commerce with the differentiated market strategy of market segmentation to improve the competitiveness of dairy products in Hebei Province.
【學(xué)位授予單位】：河北農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F326.3;F713.55

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本文編號(hào)：1418290