河南科技学院学报(社会科学版)
河南科技學院學報(社會科學版)
하남과기학원학보(사회과학판)
JOURNAL OF HENAN INSTITUTE OF SCIENCE AND TECHNOLOGY(SOCIAL SCIENCES EDITION)
2014年
11期
5-8
,共4页
霍金斯模型%液态奶%消费者
霍金斯模型%液態奶%消費者
곽금사모형%액태내%소비자
Hawkins model%liquid milk%consumer
在乳制品市场中,液态奶是我国乳品产业中规模最大、增长最快的细分市场。通过运用霍金斯模型分析我国液态奶市场现状,从外部因素、内部因素、自我概念与生活方式四个方面分析消费者购买液态奶的影响因素,有助于乳品企业从理论层面更好地理解消费者在消费决策中的消费心理,从而制定出更有力的营销策略。
在乳製品市場中,液態奶是我國乳品產業中規模最大、增長最快的細分市場。通過運用霍金斯模型分析我國液態奶市場現狀,從外部因素、內部因素、自我概唸與生活方式四箇方麵分析消費者購買液態奶的影響因素,有助于乳品企業從理論層麵更好地理解消費者在消費決策中的消費心理,從而製定齣更有力的營銷策略。
재유제품시장중,액태내시아국유품산업중규모최대、증장최쾌적세분시장。통과운용곽금사모형분석아국액태내시장현상,종외부인소、내부인소、자아개념여생활방식사개방면분석소비자구매액태내적영향인소,유조우유품기업종이론층면경호지리해소비자재소비결책중적소비심리,종이제정출경유력적영소책략。
In the dairy products market,the scale of liquid milk dairy industry in our country is the biggest and the fastest growing segment of the market.Through the application of Hawkins model,this paper analyze the current sit-uation of China’ s liquid milk market which includes four factors:external factors and internal factors,self concept and life style.They help dairy enterprises from the theoretical level to better understand the consumer psychology of consumption in the consumer decision-making,so as to develop more effective marketing strategy.