本文選題：乳品消費　切入點：促銷　出處：《中國農(nóng)業(yè)科學院》2010年碩士論文　論文類型：學位論文

【摘要】： 奶類營養(yǎng)豐富,在改善居民膳食結構、增強身體素質(zhì)方面,具有不可替代的作用。奶業(yè)的發(fā)展與壯大,有助于解決我國“三農(nóng)”問題,對促進經(jīng)濟社會又好又快發(fā)展有著非常積極的意義。然而從2005年以來,“回爐奶”、“早產(chǎn)奶”、阜陽嬰幼兒奶粉事件到2008年的“三聚氰胺”事件,乳品質(zhì)量安全問題接連不斷地出現(xiàn),對社會危害極大,影響深遠。究其根源,除了監(jiān)管方面不足外,奶業(yè)惡性的競爭環(huán)境是重要的深層原因。近些年來,乳品企業(yè)盲目擴張,消費增長相對緩慢,致使乳品市場出現(xiàn)供過于求的現(xiàn)象,因而行業(yè)的競爭越來越激烈。乳品企業(yè)使盡渾身解數(shù)搶占市場份額,各種“概念戰(zhàn)”、“價格戰(zhàn)”、“廣告戰(zhàn)”及捆綁銷售等促銷方式層出不窮。乳品企業(yè)大力開展各式各樣的促銷活動,在增加營銷成本的同時能否得到預期的收益回報,這是值得思考的問題。因此,研究促銷對乳品消費的影響已成為具有重要意義的課題。 為了深入、準確地了解促銷對我國居民乳品消費的影響,本論文通過對經(jīng)濟學和市場營銷理論的學習和運用,在參考國內(nèi)外眾多研究成果的基礎上,就該問題開展了定性和定量的研究。首先,利用相關統(tǒng)計年鑒的數(shù)據(jù)分析我國居民乳品消費現(xiàn)狀,并提取出影響我國乳品消費水平的因素。然后,根據(jù)對北京市一中型超市進行了持續(xù)78天跟蹤調(diào)查數(shù)據(jù),分析我國乳品市場的促銷現(xiàn)狀、特點和原因。最后,在進行理論分析的基礎上,以北京城鎮(zhèn)居民作為調(diào)查對象,研究設計了一套消費者調(diào)查問卷,在2009年12月15日至2010年3月10日,對北京市居民開展了促銷對液態(tài)奶(包括高溫滅菌奶、巴氏消毒奶和酸奶)購買情況影響的調(diào)查�？傆嫲l(fā)放問卷問卷500份,回收458份,其中有效問卷374份。根據(jù)抽樣調(diào)查獲取的一手數(shù)據(jù),應用SPSS16.0統(tǒng)計分析軟件對數(shù)據(jù)進行處理分析,建立多元選擇模型,就促銷對新產(chǎn)品購買意愿、增加購買量意愿、轉換品牌意愿和轉化乳品類型意愿的影響進行定量分析。 根據(jù)定性分析與定量分析,本論文得出以下主要研究結論:①我國居民乳品消費量總體水平比較低,但總體呈上升的趨勢。地區(qū)和城鄉(xiāng)之間發(fā)展不平衡,但有較大的增長空間。②乳品消費的影響因素主要包括居民收入水平、價格水平、質(zhì)量安全問題、消費環(huán)境、消費觀念與意識以及乳品企業(yè)的戰(zhàn)略定位等。③當前乳品促銷已經(jīng)從中低端產(chǎn)品延伸到高端產(chǎn)品,促銷的周期較長,間隔較短,產(chǎn)品類型多樣,讓利幅度在10%-50%之間。④乳品企業(yè)頻繁使用促銷工具,主要是為了刺激市場需求,捍衛(wèi)市場份額、吸引消費者關注和突圍同質(zhì)化的困境。⑤特價的促銷效果比其他促銷方式顯著,常沖動消費的人群是最佳的目標受眾。⑥促銷對不同人口統(tǒng)計特征人群的影響效果沒有明顯差異。⑦關注品牌的消費者不輕易轉換購買品牌。
[Abstract]:Milk, rich in nutrition, plays an irreplaceable role in improving the dietary structure of the residents and enhancing their physical fitness. The development and expansion of the dairy industry will help to solve the problems of "agriculture, countryside and farmers" in China. It has a very positive significance to promote the economic and social development. However, since 2005, the "reboiler milk", "premature milk" and the "melamine" incident in Fuyang infant milk powder have been constantly emerging. It has great harm to the society and has far-reaching influence. In addition to the insufficient supervision, the vicious competitive environment in the dairy industry is an important and deep reason. In recent years, dairy enterprises have expanded blindly and consumption growth has been relatively slow. As a result of the oversupply in the dairy market, the competition in the industry is becoming fiercer and fiercer. Dairy enterprises have tried their best to seize market share. Various "concept wars", "price wars", "advertising wars" and bundling sales are emerging in endlessly. Therefore, the research on the influence of sales promotion on dairy consumption has become an important topic. In order to deeply and accurately understand the influence of promotion on the consumption of dairy products in China, through the study and application of economics and marketing theory, based on the reference of many domestic and foreign research results, Qualitative and quantitative research on this issue has been carried out. Firstly, the current situation of dairy consumption in China is analyzed by using the data of relevant statistical yearbooks, and the factors that affect the consumption level of dairy products in China are extracted. According to the survey data of a medium-sized supermarket in Beijing for 78 days, this paper analyzes the present situation, characteristics and reasons of the promotion of dairy market in China. Finally, on the basis of theoretical analysis, the author takes the urban residents of Beijing as the object of investigation. From December 15th 2009 to March 10th 2010, a set of consumer questionnaires was designed to promote the promotion of liquid milk (including high-temperature sterilized milk) to Beijing residents. Survey on the effect of pasteurization milk and yoghurt). A total of 500 questionnaires were sent out and 458 were returned, of which 374 were valid. According to the primary data obtained from the sample survey, the data were processed and analyzed by SPSS16.0 statistical analysis software. A multivariate selection model was established to quantitatively analyze the influence of promotion on the willingness of new products to buy, increase the amount of purchase, change brand and change the type of dairy products. According to the qualitative analysis and quantitative analysis, this paper draws the following main conclusions: the overall level of dairy consumption in China is low, but the overall trend is rising. The development between the region and the urban and rural areas is not balanced. However, there is considerable room for growth .2 the main factors affecting dairy consumption include the income level of the residents, the price level, the quality and safety issues, and the consumption environment. At present, the promotion of dairy products has extended from middle and low end products to high end products. The period of promotion is longer, the interval is shorter, and the types of products are various. Between 10% and 50%, dairy enterprises frequently use promotional tools, mainly in order to stimulate market demand, defend market share, attract consumers' attention and break through the difficulty of homogenization. 5 special offers are more effective than other promotion methods. The people who often spend impulsively are the best target audience. 6. The effect of promotion on different demographic characteristics is not obviously different. 7. Consumers who pay attention to brands are not easy to change to buy brands.
【學位授予單位】：中國農(nóng)業(yè)科學院
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F426.82;F274;F224

【引證文獻】

相關碩士學位論文 前3條

1 劉云;河北省乳產(chǎn)品消費需求及其對策的數(shù)學模型研究[D];河北科技大學;2012年

2 王明明;乳制品品牌定位感知差異實證研究[D];鄭州大學;2012年

3 陳志芬;內(nèi)蒙古豐鎮(zhèn)市城鎮(zhèn)居民月餅消費調(diào)查研究[D];西南財經(jīng)大學;2011年

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本文編號：1632103