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本文站在乳制品企业的角度,目的是了解新疆乌市居民对乳制品的购买特点,从而对乳制品企业提出合理的营销建议。本文采用问卷调查法,对新疆乌市乳制品消费者进行抽样调查,通过分析被调查者的消费行为及偏好,得出以下结果:(1)消费者对乳制品认知程度较高但信任度低(2)销售渠道有待完善。本文提出了以下营销建议:(1)严格把控产品质量(2)加强价格策略(3)完善销售渠道(4)加强产品宣传,以此满足消费者需求,扩大市场占有率。
This article stands in the dairy business perspective, the purpose is to understand the residents of Xinjiang Urumqi, the characteristics of the purchase of dairy products, dairy companies to make reasonable marketing recommendations. In this paper, a questionnaire survey was conducted to sample the consumers of dairy products in Urumqi, Xinjiang, and the following results were obtained by analyzing consumer behavior and preferences of respondents: (1) Consumers’ awareness of dairy products is higher but their trust Low (2) sales channels to be improved. This paper proposes the following marketing suggestions: (1) strict control of product quality (2) to strengthen the price strategy (3) improve sales channels (4) to enhance product promotion, in order to meet consumer demand and expand market share.