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蒙牛内蒙古老酸奶品牌形象市场调研报告
市场研究课程设计
蒙牛内蒙古老酸奶调研报告
学 院: 信息技术学院
专 业: 电子商务
年 级: 09级
指导老师: 刘晨光
小组成员: 杨艳 高菁
曾莎 邢玉霞
目 录
调研综述·····················································3
1、调查背景···················································3
2、调研目的··················································3
3、调研方法··················································4
4、调研内容··················································4
5、调研流程··················································4
二、样本与样本分析···············································4
1、样本量····················································5
2、地点选择··················································5
3、样本性别构成··············································5
4、样本年龄构成··············································5
三、问卷调研分析·················································5
1、年龄及性别构成············································9/a6
2、收入区间构成··············································6
3、对酸奶的喜爱度调查········································7
4、一周购买几次酸奶 ·········································8
5、蒙牛知名度调查············································9
6、对蒙牛内蒙古老酸奶知名度调查······························9
7、蒙牛内蒙古老酸奶主要信息了解渠道调查·····················10
8、影响消费者购买的关键因素·································10
9、消费者比较能接受的推广方式的调查·························11
蒙牛内蒙古老酸奶市场满意度调查··························11
四、调研结果····················································12
意见及建议··················································13
六、小组总结····················································13
一、调研综述
1、调查背景
目前,中国乳品消费在逐步扩大,但目前成规模的消费市场还远没有形成。中国许多人还没有喝牛奶、食乳制品、用乳制品的习惯,尤其是农村市场还远没有打开,还有相当部分的人因经济条件所限消费不起,消费习惯的培养还需要一个过程。乳企须研究中国乳业发展的规律,找到一个比较合理的增长速度,加强乳业发展的计划性。
纵观以往喧嚣的中国乳制品行业,其焦点一直围绕在价格战、奶源战、资本战、圈地战、广告战、口水战等方面,但近几年竞争的话题显然已转移到以产品创新、工艺创新为代表的研发大战。各个乳制品企业推出的新产品无一不注重科技含量,也更加侧重功能性。中国乳业已进入了新的竞争阶段。针对国内消费观念逐渐成熟、从“有奶喝”转为“喝好奶”的需求日益强烈,竞争也上了一个新台阶,从低端的价格大战走向高端的技术、产品比拼;从原始的广告战、价格战变为对行业健康、长远发展具有促进作用的差异化竞争。
随着中国乳业的迅速发展,产品结构发生很
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