本文關(guān)鍵詞： 乳制品 結(jié)構(gòu)方程模型 品牌擇定　出處：《北京農(nóng)學(xué)院》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：近些年來(lái),2008年轟動(dòng)奶業(yè)的三聚氰胺事件帶來(lái)的后續(xù)影響以及新自貿(mào)協(xié)定的實(shí)施,造成了我國(guó)乳制品國(guó)際貿(mào)易格局發(fā)生了很大的變化,尤其在奶粉方面進(jìn)口劇增而出口卻受到嚴(yán)重阻礙,不平衡的市場(chǎng)現(xiàn)象不利于我國(guó)奶業(yè)的健康發(fā)展,國(guó)內(nèi)乳品企業(yè)亟需進(jìn)行品牌建設(shè),穩(wěn)固消費(fèi)者的品牌信心。本研究的核心是分析北京消費(fèi)者對(duì)國(guó)內(nèi)外乳制品擇定模式。利用問(wèn)卷調(diào)查的方式,將乳品分為液態(tài)奶(酸奶和鮮奶)和奶粉兩大類(lèi)別,從國(guó)內(nèi)和國(guó)外的知名品牌兩個(gè)角度切入,選擇變量因子構(gòu)造結(jié)構(gòu)方程模型。通過(guò)對(duì)該模型的擬合與評(píng)價(jià)分析影響消費(fèi)者認(rèn)知與選擇國(guó)內(nèi)外品牌的因素及各因素影響程度,從而提出加強(qiáng)和促進(jìn)我國(guó)奶業(yè)和乳制品加工企業(yè)平衡健康發(fā)展的政策建議。分析結(jié)果表明：消費(fèi)者對(duì)乳制品信心較低,液態(tài)奶購(gòu)買(mǎi)以國(guó)內(nèi)品牌為主,而在奶粉消費(fèi)方面,將近一半的比例顯示北京市奶粉消費(fèi)以國(guó)外品牌為主。品牌信任這一因素對(duì)擇定模式起著決定性作用,消費(fèi)者的社會(huì)地位也顯著影響了消費(fèi)者品牌擇定。根據(jù)研究結(jié)果對(duì)乳制品企業(yè)提出了端正價(jià)值觀、做好品牌維護(hù)、抓好生產(chǎn)監(jiān)管等營(yíng)銷(xiāo)措施,并為政府和消費(fèi)者作出了政策性建議,希望通過(guò)不同的措施來(lái)穩(wěn)固奶業(yè)的健康發(fā)展。
[Abstract]:In recent years, the follow-up effect of the melamine incident, which caused a stir in the dairy industry in 2008, and the implementation of the new Free Trade Agreement, have caused great changes in the international trade pattern of dairy products in China. In particular, the import of milk powder has increased sharply but the export has been seriously hindered. The unbalanced market phenomenon is not conducive to the healthy development of China's dairy industry. Domestic dairy enterprises urgently need to carry out brand building. The core of this study is to analyze Beijing consumers' choice model of domestic and foreign dairy products. By means of questionnaire, dairy products are divided into two categories: liquid milk (yoghurt and fresh milk) and milk powder. From the two angles of domestic and foreign famous brands, we choose variable factors to construct structural equation model. Through fitting and evaluating the model, we analyze the factors that affect consumers' cognition and choice of domestic and foreign brands, and the influence degree of each factor. The results show that consumers have low confidence in dairy products, and liquid milk is mainly purchased by domestic brands, while the consumption of milk powder is mainly concerned with the consumption of milk powder. Nearly half of the proportion shows that the consumption of milk powder in Beijing is dominated by foreign brands. Brand trust plays a decisive role in choosing the model. The social status of consumers has also significantly affected the choice of consumer brands. According to the results of the research, the dairy enterprises have been put forward correct values, brand maintenance, production supervision and other marketing measures. It also makes policy recommendations for the government and consumers, hoping to stabilize the healthy development of dairy industry through different measures.
【學(xué)位授予單位】：北京農(nóng)學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274;F416.82

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本文編號(hào)：1553745