巴氏奶行业抢“鲜”研究  

Study on Pasteurized Milk Industry Grabbing Fresh

作　　者：彭伊伶 周丰婕[1] PENG Yiling;ZHOU Fengjie(TKK College,Xiamen University,Zhangzhou Fujian 363105)

机构地区：[1]厦门大学嘉庚学院,福建漳州363105

出　　处：《中国乳业》2023年第3期15-19,共5页China Dairy

摘　　要：在新消费升级的背景下,人们越来越注重消费品质量和感受,乳制品消费的新鲜化和休闲化是新消费时代的发展趋势。营养鲜活、口感轻柔的巴氏奶,在我国乳制品液态奶品类中成为新的消费增长点,各大乳品企业纷纷加码低温赛道抢占市场。本文基于大量的文献研究并结合消费市场趋势,从而确定探究新消费下的巴氏奶行业问题。从巴氏奶市场发展现状入手,集合巴氏奶在国家政府部门所发布的各项利好政策为发展背景优势。通过分析巴氏奶在乳品市场中的规模,发现其增速提高和占比增大的发展态势,强劲的增长吸引各大乳品企业争先布局低温市场。为了避免盲目入局,本文继续分析了巴氏奶在目前发展中存在的问题,并对上述巴氏奶发展问题提出了针对性的建议,最后围绕新消费下的特点,重构“人货场”三要素,以期激活消费者的购买力。In the post-epidemic era and the development background of new consumption upgrading,people pay more and more attention to consumption quality and consumption feeling,so the consumption of dairy products is gradually becoming fresh and leisure.Therefore,pasteurized milk with fresh nutrition and soft taste has become a new consumption trend in the liquid milk category of Chinese dairy products,and has attracted the major dairy enterprises to increase their low temperature track.Based on a large number of previous literature studies and combined with consumer market trends,this paper determined and explored the problems of pasteurized milk industry under new consumption.Starting from the development status of the pasteurized milk market,the combination of pasteurized milk in the national government issued various favorable policies for the development of background advantages.Based on the analysis of the scale of pasteurized milk in the dairy market,it is found that its growth rate is increasing and its proportion is increasing.The strong growth attracts the major dairy enterprises to take the lead in the layout of the low temperature market.In order to avoid entering into the game blindly,this paper analyzed the problems existing in the development of pasteurized milk at present,and put forward specific suggestions for the development of pasteurized milk.Finally,based on the characteristics of new consumption,the paper reconstructed the three elements of man,goods and yard in order to activate the purchasing power of consumers.

关 键 词：巴氏奶 冷链物流 新鲜 

分 类 号：F426.82[经济管理—产业经济]