蒙牛内蒙古老酸奶品牌形象市场调研报告.doc

市场研究课程设计 蒙牛内蒙古老酸奶调研报告 学 院： 信息技术学院 专 业： 电子商务 年 级： 09级 指导老师： 刘晨光 小组成员： 杨艳 高菁 曾莎 邢玉霞 目 录 调研综述·····················································3 1、调查背景···················································3 2、调研目的··················································3 3、调研方法··················································4 4、调研内容··················································4 5、调研流程··················································4 二、样本与样本分析···············································4 1、样本量····················································5 2、地点选择··················································5 3、样本性别构成··············································5 4、样本年龄构成··············································5 三、问卷调研分析·················································5 1、年龄及性别构成············································9/a6 2、收入区间构成··············································6 3、对酸奶的喜爱度调查········································7 4、一周购买几次酸奶 ·········································8 5、蒙牛知名度调查············································9 6、对蒙牛内蒙古老酸奶知名度调查······························9 7、蒙牛内蒙古老酸奶主要信息了解渠道调查·····················10 8、影响消费者购买的关键因素·································10 9、消费者比较能接受的推广方式的调查·························11 蒙牛内蒙古老酸奶市场满意度调查··························11 四、调研结果····················································12 意见及建议··················································13 六、小组总结····················································13 一、调研综述 1、调查背景 目前，中国乳品消费在逐步扩大，但目前成规模的消费市场还远没有形成。中国许多人还没有喝牛奶、食乳制品、用乳制品的习惯，尤其是农村市场还远没有打开，还有相当部分的人因经济条件所限消费不起，消费习惯的培养还需要一个过程。乳企须研究中国乳业发展的规律，找到一个比较合理的增长速度，加强乳业发展的计划性。 　　 纵观以往喧嚣的中国乳制品行业，其焦点一直围绕在价格战、奶源战、资本战、圈地战、广告战、口水战等方面，但近几年竞争的话题显然已转移到以产品创新、工艺创新为代表的研发大战。各个乳制品企业推出的新产品无一不注重科技含量，也更加侧重功能性。中国乳业已进入了新的竞争阶段。针对国内消费观念逐渐成熟、从“有奶喝”转为“喝好奶”的需求日益强烈，竞争也上了一个新台阶，从低端的价格大战走向高端的技术、产品比拼；从原始的广告战、价格战变为对行业健康、长远发展具有促进作用的差异化竞争。 随着中国乳业的迅速发展，产品结构发生很