《基于消费者行为调查的液态奶营销策略研究》-毕业设计（论文）.docVIP

PAGE PAGE 16 题 目: 基于消费者行为调查的液态奶营销策略研究 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： 摘 要 随着国民收入水平的不断提高，乳品的需求不断上升。从而反映出消费需求的多个特征。对生产企业而言，消费需求是企业市场营销的中心，只有更好的满足消费者对产品、价格、购买渠道等方面的需求，企业才能继续生存发展。 本文以液态奶市场的消费者行为为主要研究对象和内容，从理论考察和实际调查两个方面对郑州市液态奶市场的消费者行为做出研究。在理论考察的基础上，本文对郑州市液态奶市场消费者行为做出了实际调查，对液态奶市场消费者的品牌认知、购买行为、使用行为和品牌评估四个方面进行了深入分析。通过分析了解了郑州市液态奶消费者行为的基本特征。 通过液态奶消费者行为调查表明：（1）城市居民中消费液态奶的人数明显上升趋势，我国液态奶生产有着广阔的发展前景；（2）在城市液态奶消费市场中，消费者呈现为较高的品牌忠诚，品牌转换率较低；（3）液态奶作为一种大众化的营养食品，城市居民比较重视产品的质量，产品的新鲜程度，价格便宜，产品购买和使用便利性。鉴于此，液态奶营销应当实施的策略如下：提升品牌形象以拉动终端需求；全面提升产品质量与品质；注重产品差异化与创新；实施差别定价策略；明确目标客户。 关键词：消费者行为 液态奶 调查 营销 Title Based on consumer behavior investigation liquid state milk marketing strategy research Abstract Along with the national income levels unceasing enhancement, the dairy product demand rises unceasingly. Thus reflects the consumer demand many characteristics. Speaking of the Production enterprise, the consumer demand is the enterprise market marketing center, only then a better satisfied consumer to the product, the price, and purchases aspect and so on channel demands, the enterprise can continue to survive the development. This article take the liquid state milk markets consumer behavior as the main object of study and the content, makes the research from the theory inspection and the thorough investigation two aspects to the Zhengzhou liquid state milk markets consumer behavior. In the theory inspections foundation, this article has made the thorough investigation to the Zhengzhou liquid state milk market consumer behavior, to the liquid state milk market consumers brand cognition, the purchase behavior, the use behavior and the brand appraised four aspects to carry on the thorough analysis. Indicated through the liquid state milk consumer behavior investigation: (1) in the city peoples the expense liquid state