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Position: Home > Articles > Marketing Survey on the Consumption of Lactic Acid Beverage Food and Nutrition in China 2010,2010 (01) 52-54

关于乳酸饮料消费的市场调查分析

作  者:
李蓉;张晨玥;李琳;王悦;樊婀琳
单  位:
武汉大学经济与管理学院
关键词:
乳酸饮料;消费市场;典型调查
摘  要:
本研究通过消费市场调查,发现青少年是乳酸饮料的主要消费群体,消费者对乳酸饮料的购买品牌相对比较集中,更喜欢的口味是原味,对消费者购买影响最大的因素是广告宣传,品牌效应也不可忽视,而明星代言、价格等因素影响相对较小。
译  名:
Marketing Survey on the Consumption of Lactic Acid Beverage
作  者:
Li Rong,ZHANG Chen-Yue,Li Ling,WANG Ling,FAN E-Ling (WuHan Vniversity,WuHan 43000)
关键词:
Lactic Acid Beverage;Consumer Market;Typical Survey
摘  要:
Lactic acid beverage,currently as an important kind of milk products and the one point of profit growth of the dairy enterprises,was one significant power to lead the dairy enterprises out of the predicament after the industry crisis in 2008.Consumer marketing survey was carried out in the study and the result indicated that the young people were the major consumers of lactic acid beverage,the brands were relatively concentrated and the original flavor was preferred.The greatest impact on consumer buying behavior was advertisement and the brand effect could not be ignored,but the celebrity spokesperson,price and other factors had a relatively small impact on consumption.

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