“奶粉进药店”新渠道的认知调查及分析

Investigation and Analysis on the New Marketing Sales Channel of Milk Powder

目的了解佛山地区消费者对"奶粉进药店"新渠道的认知,分析其发展前景。方法调查佛山地区零售药店经营者和消费者关于"奶粉进药店"的了解程度、预期发展前景等。结果药店经营者表示,"奶粉进药店"整体利好,并看好其发展前景;一半以上的被调查者是通过报纸、电视、网络等途径获知"奶粉进药店"信息的。结论 "奶粉进药店"优势显著,但普及力度需提高,在地区的实施细则有待陆续出台,消费者需理性看待,不可盲从。

Objective To investigate the awareness of customs on the new marketing sales channel of milk powder,which was called″Milk Powder into Drug Store″（ MPDS） in Foshan and to analyze its developing prospects. Methods The understanding and expecting prospects of retail drugstore operators and consumers on MPDS were investigated. Results The drugstore operators thought the MPDS was an advantage to the sales of milk powders,and more than half of the consumers knew of MPDS through the ways of newspapers,television and internet. Conclusion MPDS has significant advantages,however,it should be improved more popular. Moreover,the detailed rules and regulation of MPDS should be established in future. The customer should look upon MPDS rationally.