洋奶粉冲击下国产奶粉如何重塑消费者信心——基于对国产奶粉消费者信任度的社会调查

How Domestic Baby Formula Brands Rebuild Consumer Confidence under the Shocks of Foreign Formula——Based on the Investigation of the Consumer Confidence of Domestic Baby Formula Brands

2008年以来,国产婴幼儿奶粉的质量安全事故频发,国产奶粉的消费者信心十分低迷。与此同时,洋奶粉在中国奶粉市场上快速扩张,国内消费者对洋奶粉的旺盛需求导致我国奶粉进口额连年增加,这对于中国乳业的整体发展以及产业结构的调整和进出口结构的优化都是极为不利的。本文在对国产奶粉消费者信任度调查的基础上,分析了国产奶粉的市场需求及消费者信心现状,并对国产奶粉如何重塑消费者信心提出了相应的对策建议。

Since 2008,quality accidents of domestic baby formula brands have happened frequently,the consumption conifdence on these brands is very low. At the same time,the market share of foreign baby formula brands expands very fast in China. The high demand for foreign baby formula causes China＆#39;s baby formula imports increasing year by year,and it’s extremely unfavorable to the import and export structure optimization and the adjustment of industrial structure. Based on the consumer conifdence survey of domestic baby formula,we analyzed the situations and the questions of the domestic baby formula demand in this paper. Furthermore,a few countermeasures and suggestions were given to rebuild the consumer conifdence on domestic baby formula brands.