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当前位置: 首页 > 文章 > 洋奶粉冲击下国产奶粉如何重塑消费者信心——基于对国产奶粉消费者信任度的社会调查 中国奶牛 2014 (8) 3-7
Position: Home > Articles > How Domestic Baby Formula Brands Rebuild Consumer Confidence under the Shocks of Foreign Formula ——Based on the Investigation of the Consumer Confidence of Domestic Baby Formula Brands China Dairy Cattle 2014 (8) 3-7

洋奶粉冲击下国产奶粉如何重塑消费者信心——基于对国产奶粉消费者信任度的社会调查

作  者：
芦丽静;刘昕蕊
单  位：
河北经贸大学商学院
关键词：
国产奶粉;洋奶粉;质量安全;消费者信心
摘  要：
2008年以来,国产婴幼儿奶粉质量安全事故频发,国产奶粉的消费者信心十分低迷。与此同时,洋奶粉品牌在中国奶粉市场上快速扩张,国内消费者对洋奶粉的旺盛需求导致我国奶粉进口额连年增加,这对于国内乳业的整体发展以及产业结构的调整和进出口结构的优化都是极为不利的。本文在对国产奶粉消费者信任度调查的基础上,分析了国产奶粉的市场需求及消费者信心现状,并对国产奶粉如何重塑消费者信心提出了相应的对策建议。
译  名：
How Domestic Baby Formula Brands Rebuild Consumer Confidence under the Shocks of Foreign Formula ——Based on the Investigation of the Consumer Confidence of Domestic Baby Formula Brands
作  者：
LU Li-jing;LIU Xin-rui;College of Business, Hebei University of Economics and Business;
关键词：
Domestic baby formula brands;;Foreign baby formula brands;;Quality safety;;Consumer confidence
摘  要：
Since 2008, quality accidents of domestic baby formula brands have happened frequently, the consumption confidence on these brands is very low. At the same time, the market share of foreign baby formula brands expands very fast in China. The high demand for foreign baby formula causes China's baby formula imports increasing year by year, and it's extremely unfavorable to the import and export structure optimization and the adjustment of industrial structure. Based on the consumer confidence survey of domestic baby formula, we analyzed the situations and the questions of the domestic baby formula demand in this paper. Furthermore, a few countermeasures and suggestions were given to rebuild the consumer confidence on domestic baby formula brands.

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