朋友圈洋奶粉代购盛行因素的研究——基于消费者心理的视角  

A study on the factors of the popularity of foreign milk powder in friendship circle——From the perspective of consumer psychology

作　　者：李颖钰 李田田 Li Yingyu;Li Tiantian(Guangling College,Yangzhou University,Yangzhou,Jiangsu,225000)

机构地区：[1]扬州大学广陵学院,江苏扬州225000

出　　处：《市场周刊》2020年第8期78-79,共2页Market Weekly

基　　金：江苏省大学生创新创业训练计划项目/省级一般项目“朋友圈洋奶粉代购的现状及对策分析”(项目编号:201913987015Y)。

摘　　要：随着二孩政策的逐步实施,婴幼儿奶粉市场空间更加广阔,婴幼儿奶粉质量问题成为备受公众关注的焦点问题。由于国产奶粉的表现不尽如人意,同时随着信息网络技术的发展,海外代购逐渐进入人们的视线。双重因素下,洋奶粉代购成为众多消费者的第一选择,这其中有洋奶粉盛行的产品因素、有消费者心理因素。文章针对国内洋奶粉市场存在的问题,提出规范国内洋奶粉市场的对策,以期国内洋奶粉代购市场更加规范有序。With the gradual implementation of the two-child policy,infant milk powder market more space,infant milk powder quality has become the focus of public concern.Due to the unsatisfactory performance of domestic milk powder,and with the development of information network technology,overseas Daigou has gradually come into people’s sight.Under dual factors,foreign milk powder Daigou has become the first choice of many consumers,this one has the product factor which the foreign milk powder is popular,has the consumer psychology factor.In view of the problems existing in the domestic foreign milk powder market,this paper puts forward some countermeasures for standardizing the domestic foreign milk powder market,so as to make the domestic foreign milk powder market more standardized and orderly.

关 键 词：代购 洋奶粉 问题 对策 

分 类 号：F724.6[经济管理—产业经济] F713.55