北京市居民液态奶消费满意度评价研究:以三元乳业为例

Research on the Satisfaction Evaluation of Beijing Residents’ Liquid Milk Consumption:A Case Study of San Yuan Dairy Industry

为提高乳品企业自身综合实力,更加精准把控北京市城乡居民液态奶消费的满意度等级,笔者通过发放问卷采集数据,建立模糊综合评价模型,对北京市居民液态奶消费的满意度进行分析。构建满意度评价指标,可以更好地衡量北京市居民在液态奶消费中的关注点。通过满意度权重的分析,可以更好地体现北京市居民对北京市三元食品液态奶生产、产品及服务的满意度。结果表明,北京市居民对三元液态奶的总体消费满意程度较高,居民对于液态奶消费的满意度与乳制品企业的品牌知名度、产品质量安全以及口感等方面有密切关系。

In order to improve the comprehensive strength of dairy enterprises themselves and control the satisfaction level of liquid milk consumption of urban and rural residents in Beijing more accurately, this paper uses data from questionnaires to establish a fuzzy comprehensive evaluation model to analyze the satisfaction degree of liquid milk consumption of Beijing residents. The construction of satisfaction evaluation index can better measure the concerns of Beijing residents in liquid milk consumption. Through the analysis of satisfaction weight, it can better reflect Beijing residents’ satisfaction with the production, products and services of ternary food liquid milk in Beijing. The results showed that the overall satisfaction of Beijing residents with ternary liquid milk consumption was relatively satisfactory. The satisfaction of Beijing residents with liquid milk consumption was closely related to brand awareness, product quality and safety, and taste of dairy enterprises.