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基于SEM的国内外乳制品择定模式研究

Consumers’ Choice Model of Dairy Products at Home and Abroad Based on SEM

作者: 专业:农村与区域发展(专业学位) 导师:刘芳 年度:2015 学位:硕士  院校: 北京农学院

Keywords

Dairy products, Structural equalion model, Brand choice

        近些年来,2008年轰动奶业的三聚氰胺事件带来的后续影响以及新自贸协定的实施,造成了我国乳制品国际贸易格局发生了很大的变化,尤其在奶粉方面进口剧增而出口却受到严重阻碍,不平衡的市场现象不利于我国奶业的健康发展,国内乳品企业亟需进行品牌建设,稳固消费者的品牌信心。本研究的核心是分析北京消费者对国内外乳制品择定模式。利用问卷调查的方式,将乳品分为液态奶(酸奶和鲜奶)和奶粉两大类别,从国内和国外的知名品牌两个角度切入,选择变量因子构造结构方程模型。通过对该模型的拟合与评价分析影响消费者认知与选择国内外品牌的因素及各因素影响程度,从而提出加强和促进我国奶业和乳制品加工企业平衡健康发展的政策建议。分析结果表明:消费者对乳制品信心较低,液态奶购买以国内品牌为主,而在奶粉消费方面,将近一半的比例显示北京市奶粉消费以国外品牌为主。品牌信任这一因素对择定模式起着决定性作用,消费者的社会地位也显著影响了消费者品牌择定。根据研究结果对乳制品企业提出了端正价值观、做好品牌维护、抓好生产监管等营销措施,并为政府和消费者作出了政策性建议,希望通过不同的措施来稳固奶业的健康发展。
    In recent years, the subsequent effects of Melamine Event in the field of the dairy industry which made a great sensation in 2008 and the implementation of the new free trade agreement, caused a great change to the pattern of international trade of our country dairy products, especially in the aspect of milk powder, which import demands increased rapidly while export performance was deep in crisis. This unbalanced market phenomenon is not conducive to the healthy development of our dairy industry in China. Thus the domestic dairy companies need urgently to build our own national brands. Only in this way can our consumers be confident to our brands again.The core of this study is to analyze Beijing consumers’ choice model of dairy products at home and abroad. By using questionnaire, dairy products are divided into two major categories-liquid milk (yogurt, milk) and milk powder. Then this thesis tries to find two famous brands from domestic and abroad respectively as two angles, and chooses variable factors to construct a structural equation model. By analyzing the fitting degree of the model and evaluating the factors which affects consumers’ cognition and their choice of the brands at home and abroad and figuring out the different degrees of these influential factors, this thesis makes an effort to put forward some policy proposal to strengthen the national dairy industry and plants and help them develop healthily.The analysis result shows that the consumers in our country have little confidence in our national dairy products, with liquid milk purchased prior to foreign brands and milk powder consumption opposite. According to the research data, nearly half of the milk powder consumption in Beijing is mainly foreign brands. Brand trust plays a decisive role in the choice model, and the consumers’ social status also have significantly influence when they choose a brand. On the basis of these research results, this thesis tries to propose some suggestions for the national dairy products enterprises to improve their marking measures. For example, they should live their values on the right track, do a good job in brand maintenance, and pay more attention to the product safety supervision. What’s more, some policy suggestions for the government and the consumers are also provided in the thesis, aiming that they will take different measures to bring our national dairy industry sound and stable development.
        

基于SEM的国内外乳制品择定模式研究

摘要3-4
Abstract4
第一章 引言7-15
    1.1 选题背景、目的和意义7-8
        1.1.1 选题背景7
        1.1.2 选题目的与意义7-8
    1.2 国内外研究综述8-11
        1.2.1 国外研究综述8-10
        1.2.2 国内研究综述10-11
        1.2.3 文献评述11
    1.3 研究的主要内容与方法11-13
        1.3.1 研究内容11-13
        1.3.2 研究方法13
    1.4 研究的技术路线13-15
第二章 相关研究概念和理论基础15-24
    2.1 品牌忠诚理论15-18
        2.1.1 品牌的概念15
        2.1.2 消费者品牌心理过程15-16
        2.1.3 消费者品牌忠诚过程16-18
    2.2 消费者行为理论18-24
        2.2.1 消费者行为的概念与涵义18-19
        2.2.2 消费者决策过程19-21
        2.2.3 消费者行为的影响因素21-24
第三章 中国奶业生产及进口概况24-32
    3.1 乳制品生产概况24-28
        3.1.1 原料奶的产量小幅度回落24-25
        3.1.2 乳制品的产量平稳增长25-26
        3.1.3 北京市乳制品生产种类较为全面26-28
    3.2 乳制品进口概况28-32
        3.2.1 乳制品的进口总量上涨趋势显著28
        3.2.2 新西兰居于奶粉进口源国家首位28-30
        3.2.3 北京市成为液态奶主要进口地区30-32
第四章 北京市居民国内外乳制品消费现状32-37
    4.1 消费群体特征分布较均匀32
    4.2 消费群体有足够购买能力32-33
    4.3 消费者对乳制品品质的信心较低33-34
    4.4 液态奶、奶粉品牌消费类别差异大34-35
    4.5 伊利、蒙牛、三元等国内品牌为液态奶主要消费品牌35
    4.6 美赞臣、雀巢等国外品牌为奶粉主要消费品牌35-36
    4.7 注重营养健康成为购买乳制品的主要原因36-37
第五章 国内外乳制品选择的影响因素分析37-52
    5.1 国内外乳制品选择理论模型的构建37-41
        5.1.1 结构方程模型概述37
        5.1.2 结构方程模型结构37-38
        5.1.3 研究变量的确定38-40
        5.1.4 本研究理论模型图示40
        5.1.5 理论模型路径图40-41
    5.2 国内外乳制品选择模型的实证分析41-49
        5.2.1 探索性分析41-45
        5.2.2 验证性分析45-49
    5.3 国内外乳制品选择影响因素分析49-52
        5.3.1 “国外品牌信任”成为影响消费者品牌选择的第一因素49-50
        5.3.2 “国内品牌信任”越高,消费者对国外品牌选择频率越低50
        5.3.3 “消费者忠诚”越高,消费者对国内品牌选择频率越高50
        5.3.4 “社会地位”显著影响消费者对品牌的选择50-51
        5.3.5 各个研究变量之间相关度较高51-52
第六章 对策建议52-55
    6.1 乳制品企业营销对策52-53
        6.1.1 端正民族企业价值观52
        6.1.2 加强生产监管力度52
        6.1.3 勇于创新虚心学习52-53
        6.1.4 充分做好媒体宣传作用53
        6.1.5 做好品牌维护工作53
        6.1.6 建立危机预警平台53
    6.2 平衡奶业发展的建议53-55
        6.2.1 政府充分发挥引导作用53-54
        6.2.2 转变大众乳制品消费理念54-55
第七章 不足与展望55-56
    7.1 研究不足55
    7.2 研究展望55-56
参考文献56-58
致谢58-59
附录1 调研问卷59-63
附录2 模型拟合修正过程数据63-67
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