【作者】 胡浩；

【导师】 常向阳；

【作者基本信息】 南京农业大学 ， 企业管理， 2014， 硕士

【摘要】 近年来,随着经济水平的快速发展,国内消费者对婴儿奶粉的需求量也逐渐增长,婴儿奶粉市场的年均增长率一直在10%以上,我国已成为全球第二大婴儿配方奶粉市场。在购买婴儿奶粉时,健康是父母最关注的,出于“健康动机”的考虑,消费者在购买决策行为中,会侧重于“健康”产品属性的信息搜索,并以此为依据产生购买行为。2008年爆发的“三鹿奶粉三聚氰胺”事件和近期新西兰恒天然集团的“奶源问题”事件使国内的婴儿奶粉市场受到巨大的影响,消费者的信心也受到了严重的威胁。因此,研究消费者的婴儿奶粉购买行为,认清消费者的购买偏好和市场特性,则有助于改善国内的婴儿奶粉市场环境,重塑行业形象。为此,本文首先对以往有关婴儿奶粉购买行为的研究进行了系统的梳理;其次,从婴儿奶粉市场的实际消费情况,选取了价格、营养成份、政府或第三方认证、距保质期时间、品牌和口碑这六个产品属性,采用Sawtooth软件设计问卷并完成数据的收集整理工作;最后,运用随机效用参数模型、交互项分析、潜在分类模型等分析方法,研究了各产品属性对婴儿奶粉购买行为效用值的影响程度及其支付意愿,并得出相应的结论。研究结果表明,国内频发的乳制品安全事件对国内婴儿奶粉市场形成了一定的冲击,婴儿奶粉各产品属性在消费者购买行为中充当着产品安全“衍生属性”的功能。其中,品牌、政府认证、营养成份、口碑和距保质期时间这五个产品属性均能显著的增加消费者的效用,并且各产品属性之间存在着互补性;价格这一产品属性虽没有显著增加消费者效用,但是在信息不对称的情况下,消费者对较高价格的产品显示出正偏好,对婴儿奶粉各产品属性的支付意愿为：品牌(47.52RMB),政府或第三方认证(42.05 RMB)、营养成份(39.63RMB)、口碑(22.98 RMB)和距保质期时间(9.05RMB)；并根据不同消费者在购买决策行为中存在异质性的基本特征,将婴儿奶粉市场细分为四个类型,并命名为“健康偏好型”、“营养偏好型”、“安全偏好型”和“品牌偏好型”。在研究结论的基础上,本文给出了一些对策建议,如政府监管部门要进一步加大对婴儿奶粉市场的监督检查力度,加强婴儿奶粉产品质量标准体系建设；婴儿奶粉企业和奶源供应商要严把质量生产第一关,提高生产质量标准和生成管理水平；婴儿奶粉企业要加强对消费者的宣传和教育,做好产品质量安全“有形展示”的工作,并细分婴儿奶粉市场,制定差异化营销策略。更多还原

【Abstract】 Chinese infant milk powder market has kept annual growth rate as more 10% in recent years and become the world second largest market. Because of "health motivation", consumer purchase behavior results from information search on product characters linked with health. Nevertheless, the "Sanlu Milk" accident in 2008 and milk source problem of Fonterra New Zealand breeds serious blow towards infant milk powder consumer in China. Thus, the research on consumer purchase behavior and preference shows significance in both theory and practice.This thesis firstly reviewed domestic and overseas empirical study on purchase behavior of dairy products at the beginning. Secondly, it constructed an analysis framework of consumer infant milk powder purchase behavior by the method of choice experiment. The framework based on the current situation of milk powder consumption, product characters including price, nutrition component, government and third-party certification, remaining shelf life, brand and reputation was combined. Finally, it found the influence of each product characters on consumer infant milk powder purchasing utility and the willingness to pay, by using of random utility model, interaction analysis and latent class model.The result reveals that frequent safety accidents of dairy products have stricken domestic infant milk powder market to some extent and product attributes listed above play as derived attributes of product safety. To be specific, consumer utility is remarkably promoted by brand, government and third-party certification, nutrition component, reputation and remaining shelf time, with the attributes all complementary. Although price is not related to consumer utility, consumers show positive preference towards products with higher price in the lack of complete information. In terms of willingness to pay, the accurate value is RMB 47.52(brand), RMB 42.05(government and third-party certification), RMB 39.63(nutrition component), RMB 22.98(reputation) and RMB 9.05(remaining shelf time). Based on the fundamental feature that heterogeneity exists among various consumer groups, the infant milk powder market is distinguished into four types as health preference group, nutrition preference group, safety preference group and brand preference group.According to the conclusion, the thesis puts forward several suggestions. First of all, it is necessary for relative departments to accelerate supervision on infant milk powder market and enhance the building of quality system aimed at infant milk powder. What’s more, high quality and efficient management is the obligatory responsibility of milk powder enterprise and raw milk suppliers. Finally, extensive publicity like visible display of product quality and strategies of market subdivision as well as differential marketing are likely to be valid.更多还原