产地、品牌与国货意识:婴幼儿配方奶粉的来源国效应研究

Origin,Brand and National-brand Consciousness:Effects of Original Country in Infant Formula Milk Powder

以婴幼儿配方奶粉为例,以产品生产国与品牌来源国为主要属性,选取山东省349个消费者样本实施选择实验与问卷调查,利用随机参数Logit模型考察了消费者对具有不同属性婴幼儿配方奶粉的偏好。结果表明:相较于中国品牌,消费者对欧盟品牌具有最高的支付意愿,新西兰品牌次之,而日本品牌则低得多;相较于中国生产,消费者对欧盟生产具有最高的支付意愿,新西兰生产次之,而日本生产则低得多。国货意识的提高,缩小了消费者对国内外品牌或产地的婴幼儿配方奶粉的支付意愿的差距。对国内乳企而言,国外投资设厂或与国际知名厂商进行品牌合作是恢复公众消费信心的有效途径,而在营销策略中特别关注国货意识的引导与宣传有助于增加消费者对国产乳制品的偏好。

To explore the consumer＇preferences when selecting different infant formula milk powder,the paper takes product producing countries and countries of brand as main properties,selects 349 consumers from Shandong province as samples to perform experiments and questionnaires,and makes use of random parameter Logit model. The results suggest that compared with Chinese brand infant formula milk powder,the consumers have the highest willingness to pay for European brand,followed by the brand from New Zealand,and the willingness to pay for Japanese brand is much lower; compared with production in China,the consumers have the highest willingness to pay for production in European Union,followed by production in New Zealand,and the willingness to pay for infant formula milk powder produced in Japan is much lower. With the development of consumers＇ national-brand consciousness,the gap between the willingness to pay for the infant formula milk powder produced in China or with Chinese brand and overseas narrowed significantly. For domestic infant formula milk powder manufacturers,it is an effective way of restoring consumer confidence to establish the branches overseas or cooperate with international famous manufacturers in brand building. Among the marketing strategies,guide and publicity of national-brand awareness will help increase the consumer＇s preference for dairy products made in China.