品牌效应对乳制品消费影响研究  

Study on the Influence of Brand Effect on Dairy Consumption

作　　者：周家宜[1] 陈君梅 ZHOU Jiayi;CHEN Junmei(Guangzhou College of Guangdong Vocational College of Science and Technology,Guangzhou 510640,China;Guangdong Talent Research Institute,Guangzhou 510640,China)

机构地区：[1]广东科学技术职业学院广州学院,广州510640 [2]广东省人才研究所,广州510640

出　　处：《中国乳品工业》2020年第6期43-45,64,共4页China Dairy Industry

基　　金：广东省科技计划项目(2019A101002093)。

摘　　要：通过问卷调查方式,分析消费者对国内外乳制品的选择偏好,从液态奶与奶粉两个类别对乳品进行分析,注重对国内外不同类型品牌的研究分析,科学把握结构方程的模型,以此实现对变量因子的有效把握。在对结构方程模型进行科学分析研究的基础上,对影响消费者认知与选择国内外品牌的因素进行评价分析,结果表明,品牌信任因素对择定起决定性作用,消费者社会地位对消费者品牌择定有显著影响。Based on the brand effect,this paper studies the impact of dairy consumption.Through questionnaire survey,this study analyzes consumers’preferences for dairy products at home and abroad.Dairy products are divided into two categories:milk powder and liquid milk.Starting from domestic and foreign well-known brands,structural equation models of variable factors are selected.Through the fitting of structural equation model,the factors that affect consumers’cognition and choice of domestic and foreign brands are evaluated and analyzed.The results show that brand trust plays a decisive role in choice,and consumer social status has a significant impact on consumer brand choice.

关 键 词：乳制品 品牌效应 消费 构造结构 

分 类 号：F713.5[经济管理—市场营销]