我国乳制品网络零售现状分析与发展建议

Analysis of The Situation of Dairy Products Online Retailing and Suggestions

目的:通过研究我国网络用户群体特征、不同品类乳制品网络零售情况,分析目前我国乳制品网络零售中的消费者选购特点,为乳制品企业提供网络零售发展建议。方法:基于整理中国互联网络发展状况统计报告、中国电子商务报告(2013—2021)等互联网产业相关报告中的公开数据进行分析。结果:研究发现我国互联网普及率逐年增高,网民规模不断扩大,老年及农民工人群上网规模的占比大幅度增加;乳制品网络零售渠道相对于其他渠道增速更为明显,乳制品在农产品网络零售中的占比持续增加;乳制品各品类销售呈现不同格局。结论:乳制品网络销售额受电商节活动以及营销策略影响明显,各乳制品企业应深入挖掘自身产品优势,针对不同特点人群制定网络销售的相关营销策略,提振我国乳制品消费市场。

【Objective】To analyze the current consumer shopping characteristics in China's dairy online retailing by the study of the characteristics of online users in China,the network retail situation of different categories of dairy products,and to provide dairy companies with suggestions for online retail development.【Method】The analysis was based on collating public data from Internet industry-related reports such as China Internet Development Statistics Report and China E-Commerce Report(2013—2021).【Result】The study found that China's Internet penetration rate has been increasing year by year,the scale of Internet users has been expanding,and the proportion of elderly and migrant workers in the scale of Internet access has increased significantly;the growth rate of dairy products online retail channel is more obvious compared with other channels,and the proportion of dairy products in the online retail of agricultural products continues to increase;the sales of dairy products in various categories show different patterns.【Conclusion】The online sales of dairy products are significantly influenced by the activities of e-commerce festivals and marketing strategies,and each dairy product company should deeply explore its own product advantages and develop marketing strategies related to online sales for different characteristics of the population to boost China's dairy product consumption market.