【摘要】：酸奶作為一種健康食品,在我國(guó)一二線城市,酸奶銷售市場(chǎng)完善,消費(fèi)者培育成熟,但是在滁州市這樣的中小型城市,酸奶市場(chǎng)并不成熟。為了設(shè)計(jì)出適合像滁州這樣的中小型城市消費(fèi)的酸奶產(chǎn)品和銷售策略,提高君樂寶酸奶在滁州地區(qū)的銷售份額,本文通過發(fā)送調(diào)查問卷和對(duì)消費(fèi)者地訪談等方式得到消費(fèi)者對(duì)于酸奶認(rèn)知的第一手資料,通過spss Statistics v19.0軟件對(duì)數(shù)據(jù)進(jìn)行分析研究。選取的數(shù)據(jù)指標(biāo)有：滁州市不同年齡段、不同職業(yè)、不同性別、不同收入、不同婚戀狀態(tài)的消費(fèi)者對(duì)酸奶的營(yíng)養(yǎng)、濃稠度、口味、價(jià)格、品牌、質(zhì)量、包裝認(rèn)知情況。調(diào)查表明：(1)滁州市消費(fèi)者對(duì)酸奶營(yíng)養(yǎng)認(rèn)知不高,認(rèn)為酸奶沒有鮮牛奶、純牛奶和奶粉營(yíng)養(yǎng)價(jià)值高。(2)滁州市消費(fèi)者對(duì)濃稠度較高的酸奶認(rèn)同度高。(3)滁州市消費(fèi)者對(duì)酸奶口味需求和消費(fèi)者的年齡、性別有顯著正相關(guān)。(4)酸奶銷售價(jià)格變動(dòng)與銷量有顯著線性關(guān)系。(5)滁州消費(fèi)者對(duì)君樂寶品牌酸奶認(rèn)可度低,在伊利、蒙牛、光明、衛(wèi)崗、瑯琊之后。(6)消費(fèi)者對(duì)酸奶質(zhì)量認(rèn)知度低,表現(xiàn)為缺乏手段判斷酸奶質(zhì)量。(7)酸奶產(chǎn)品包裝材料和包裝規(guī)格和銷量有顯著關(guān)聯(lián)。(8)酸奶核心消費(fèi)群是30歲以下女性無(wú)子女消費(fèi)群體。(9)核心消費(fèi)群消費(fèi)者收入對(duì)酸奶消費(fèi)無(wú)顯著關(guān)聯(lián)。(10)消費(fèi)者的婚戀狀態(tài)和酸奶消費(fèi)有顯著關(guān)聯(lián)。根據(jù)上述調(diào)查結(jié)果,本文鎖定滁州市場(chǎng)酸奶核心消費(fèi)人群為30以下女性群體。針對(duì)核心消費(fèi)人群及滁州市場(chǎng)現(xiàn)狀,本文提出以下初步建議：(1)增加100-300g小包裝規(guī)格產(chǎn)品品種,方便消費(fèi)者隨機(jī)選購(gòu)和住校學(xué)生選購(gòu)。(2)添加900g以上大包裝規(guī)格產(chǎn)品品種,方便家庭消費(fèi)用戶選購(gòu)。(3)提升酸奶濃稠度和奶香味,使其符合滁州消費(fèi)者口味。(4)新口味產(chǎn)品研發(fā)。(5)常溫高檔酸奶定位為禮品奶,重新做高檔包裝設(shè)計(jì)。(6)網(wǎng)絡(luò)營(yíng)銷設(shè)計(jì)。(7)商超導(dǎo)購(gòu)員配備。(8)進(jìn)入封閉、半封閉和位置偏遠(yuǎn)的學(xué)校食堂及商店,達(dá)到單獨(dú)優(yōu)勢(shì)經(jīng)營(yíng)的目的。針對(duì)上述建議,再次進(jìn)行市場(chǎng)調(diào)研分析,得出建議2、3、4、5、6、8成立,建議1部分成立,建議7不成立。本文的研究成果可以為類似滁州這樣的中小城市酸奶市場(chǎng)的開發(fā)提供一定的參考。
[Abstract]:Yoghurt as a kind of healthy food, yoghurt sales market is perfect and consumers are mature in the first and second tier cities of China, but in small and medium-sized cities such as Chuzhou City, yoghurt market is not mature. In order to design yoghurt products and sales strategies suitable for small and medium-sized cities such as Chuzhou, and to improve the sales share of Junle Bao yoghurt in Chuzhou area, this paper obtains the first-hand data of consumers' cognition of yoghurt by sending questionnaires and interviews with consumers, and analyzes and studies the data through spss Statistics v19.0 software. The selected data indexes are: Chuzhou different age, different occupation, different gender, different income, different marriage and love status of consumers on yoghurt nutrition, consistency, taste, price, brand, quality, packaging awareness. The results show that: (1) Chuzhou consumers have low awareness of yoghurt nutrition, and think that yoghurt has no fresh milk and high nutritional value of pure milk and milk powder. (2) Chuzhou consumers have high identity with yoghurt with high consistency. (3) Chuzhou consumers' demand for yoghurt taste and consumers' age, There is a significant positive correlation between sex. (4) there is a significant linear relationship between yoghurt sales price change and sales volume. (5) Chuzhou consumers have low recognition of Junle Bao brand yoghurt, after Yili, Mengniu, Guangming, Weigang, Langya. (6) consumers have low awareness of yoghurt quality. There is a significant correlation between yoghurt packaging materials and packaging specifications and sales volume. (8) yoghurt core consumption group is a childless consumer group of women under 30 years old. (9) the consumer income of core consumer group has no significant correlation with yoghurt consumption. (10) there is a significant correlation between consumer marriage and yoghurt consumption. According to the above survey results, this paper targeted Chuzhou market yoghurt core consumer population as less than 30 women. In view of the core consumer population and the present situation of Chuzhou market, this paper puts forward the following preliminary suggestions: (1) to increase the variety of 100g 300g small packaging specification products, so as to facilitate consumers to choose and purchase at random and residential students. (2) to add more than 900g large packaging specification products to facilitate household consumers to choose and purchase. (3) to improve yoghurt consistency and milk flavor, Make it in line with Chuzhou consumer taste. (4) New taste product research and development. (5) Room temperature high-grade yoghurt is positioned as gift milk, remake high-grade packaging design. (6) Network marketing design. (7) Merchants are equipped. (8) enter closed, semi-closed and remote school canteens and stores to achieve the purpose of separate advantages. In view of the above recommendations, the market research and analysis are carried out again, and it is concluded that recommendation 2, 3, 4, 5, 6, 8 is established, recommendation 1 is established, and recommendation 7 is not true. The research results of this paper can provide some reference for the development of yoghurt market in small and medium-sized cities such as Chuzhou.
【學(xué)位授予單位】：安徽農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.82

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