Henan Rural Residents Dairy Consumption Status And Countermeasures

Investigation shows, at present rural residents' per capita consumption dairy only 2 kilograms, less than one-tenth of the urban residents. However, with the development of economy, rural residents the improvement of income level, rural lifestyle change and dairy nutrition knowledge popularization, more and more rural residents began to pour the milk as a health promoting drinks, make in their diet consumption plays a more and more important position, the dairy consumption trend of rural residents rapid growth momentum appears. Currently dairy with its rapid development, product supply enough, can satisfy the dairy consumption demand of urban and rural residents, and the government proposes "day a glass of milk" policies to promote national dairy consumption. Our country is a rural population as the majority in the country, population structure about 60 per cent of the rural population,3.4 million rural families in the family of 2,3 billion, accounting for the family 67.7%. Rural market is a consumer groups huge market, so the dairy consumption rural residents in expanding domestic demand aspects of great significance.This study eight counties in henan, zhoukou city as the object, a city district through on-the-spot issuing questionnaire method to rural residents dairy consumption situation investigation, find out the constraining rural residents dairy consumption for interconnections. This article from the rural residents' cultural level degree, rural residents dairy consumption environment, rural household income level, rural residents dairy consumption policy support, the enterprise product categories, marketing way aspects investigation, draw currently constraining rural residents dairy consumption the main cause and rural residents' cultural level degree, consumption environment, income level, policy support, is closely related to the product category. Conclusion from the survey for the future in the rural consumption market in dairy enterprises of product marketing and product category proposed the theory instruction, provide to the government for promoting rural residents dairy consumption policy provide decision-making.In view of this, this article thinks that, in order to effectively promote the rural residents of dairy products, the government should increase the consumption of dairy health knowledge education, to carry out the rural students propaganda milk program and other related policy support, improve consumption soft environment and develop the rural modern circulation mode, enhancing the quality detection, an increase of dairy research investment; Enterprise should adjust product manufacturing strategy, aiming at characteristics of rural residents dairy consumption produce suitable for rural consumer features products, make a reasonable price, strengthen the brand publicity, dairy enterprises for the rural residents of dairy products knowledge propaganda, make full use of public effects promote dairy in rural consumption.