北京市婴幼儿奶粉市场调研

国产奶粉的质量问题引起社会和公众极大关注,国际著名品牌奶粉成为众多奶粉消费者的首选,如何重整消费者对国产奶粉的信心,成为乳品企业和政府有关部门研究的重点。通过问卷调查,研究北京市婴幼儿奶粉的购买和消费情况,以及消费者对婴幼儿奶粉质量关注度和购买影响因素;运用SPSS统计软件,分析国际品牌与国内品牌奶粉的质量差异,表明国内外品牌奶粉在营养成分上并无显著性差异,对此提出提升消费者信心的相关建议:加强质量监控;注重国产奶粉的品牌建设;提高产品差异化,进行市场细分。

Analysis of infant milk powder market in Beijing

Domestic milk powders quality problems had been paid more attentions by social and public,many consumers preferred to the famous international brand milk powders.How to reform the consumer confidence of domestic milk powder becomes the key of the dairy companies and government concerned departments.This article studied the infant milk powder purchasing,consumption situation as well as consumers attention of infant milk powder quality and factors affecting the purchase and marketing in Beijing through the questionnaire investigation.There was no significant difference of nutrition ingredients in milk powders between domestic and foreign brands.The suggestions were:strengthening the quality control of domestic milk powder,paying attention to the brand construction,improving product differentiation,and marketing segmentation.