中国城镇居民奶制品消费品牌特征及乳品企业战略选择

Dairy Products Brand Name Preference of Chinese Consumers and Dairy Enterprises Strategic Option

我国乳品市场中品牌很多,因此研究消费者选择奶制品时的品牌特征非常重要。由于乳品市场的现状在一定程度上决定了人们乳品消费的状况。尤其是品牌消费的状况,因此文章以乳品市场格局的分析为起点。在研究消费的品牌特征时,我们发现消费者的乳制品消费品牌的选择以本地品牌为主;对奶制品的品牌忠诚度比较高;性别、年龄对奶制品品牌的选择特征影响不大;消费者品牌购买行为是诸多因素综合作用的结果。在此分析的基础上,提出了乳品企业在竞争时应选取的战略组合。

From the perspective of dairy enterprise's marketing strategy, it is important to study the consumer behavior to choose milk products. Through investigation, we find that consumer choose mostly the local brand; the brand loyalty is high; sex and age have little impact on consumer selection; purchase behavior is the result of many factors. In the basis of analysis, strategy is submitted.