基于霍金斯模型的消费者购买液态奶影响因素研究

Based on Hawkins Model of the Influence Factors of Consumers to Purchase Liquid Milk

在乳制品市场中,液态奶是我国乳品产业中规模最大、增长最快的细分市场。通过运用霍金斯模型分析我国液态奶市场现状,从外部因素、内部因素、自我概念与生活方式四个方面分析消费者购买液态奶的影响因素,有助于乳品企业从理论层面更好地理解消费者在消费决策中的消费心理,从而制定出更有力的营销策略。

In the dairy products market,the scale of liquid milk dairy industry in our country is the biggest and the fastest growing segment of the market. Through the application of Hawkins model,this paper analyze the current situation of China＇s liquid milk market which includes four factors： external factors and internal factors,self concept and life style. They help dairy enterprises from the theoretical level to better understand the consumer psychology of consumption in the consumer decision- making,so as to develop more effective marketing strategy