| Dairy products, rich in nutrient, were irreplaceable to improve the dietary structure and enhance residents'physical constitution. The development and growth of dairy industry was very positive in solving issues of agriculture, rural development and rural residents in China and promoting sound and rapid development of the national economy. The quality and safety issues of dairy products emerged one after another from 2005, such as"recycled milk","premature milk", infant milk powder incident in Fuyang and"the melamine"event. Great harm to the society was far-reaching, which was caused by all these issues. In addition to inadequate supervision, the vicious competition environment of dairy industry was a significant reason for the problems. In recent years, blind expansion of the dairy enterprises and relatively slow growth of consumption led to an oversupply in dairy market, so the dairy industry was more and more competitive. Dairy companies did great effort to seize market share, and all kind of"concept war","price war","advertising war"and tie-in sales promotion emerged endlessly. A variety of promotions were carried out vigorously by diary enterprises. It was worth to consider that whether dairy companies gained the expected returns while increasing marketing costs. Therefore, it was significant to study the impact of promotions on dairy consumption.In order to understand the impact of promotions on Chinese residents'dairy consumption deeply and accurately, economics and marketing were applied in this thesis. Based on referring to foreign and domestic achievements, the qualitative and quantitative researches were carried out in this paper. Firstly, the recent status of residents'dairy consumption was analyzed by statistical data, extracting the impact factors of dairy consumption. Secondly, according to a continuous 78-day follow-up survey on a medium-size supermarket in Beijing, the promotion status, characteristics and causes were concluded. Finally, based on theoretical analysis above, a consumer survey for Beijing urban residents was designed. The survey was about purchasing situation with liquid milk (including the high-temperature sterilized milk, pasteurized milk and yogurt) promotion, carried out during December 15, 2009 to March 10, 2010. 500 questionnaires were sent out totally, and 458 were recovered, of which 374 were valid. The first-hand data obtained from the survey, were processed and analyzed by SPSS16.0 software. Multi-choice models were established, such as promotion impact on purchasing new product will, increasing procurement will, band switching will and dairy type switching will.According to qualitative analysis and quantitative analysis, the main conclusions obtained by this study were as following.①The overall level of Chinese residents'consumption was low, but the trend was upward in the whole. Despite large differences between different provinces, urban and rural areas, there was great growth potentiality.②The impact factors of dairy consumption mainly included income level, price level, quality and safety issues, the consumption environment, consumer attitudes and awareness, and strategic positioning of dairy enterprises.③Currently dairy promotions were extended from low-end products to high-end products. Promotion cycle was long and the interval was short. Types of promotional products were a wide variety. The discount rate ranged between 10%~50%.④The main reasons why dairy enterprises used promotion tools frequently were to stimulate market demand, defend market share, attract attention and break through the homogenization difficult position.⑤The promotional effect of price-off was significantly better than other promotion tools. Impulsive consumers were the best target of promotion.⑥There was no significant differences of promotional impact on different demographic characteristics populations.⑦Cultivating consumer loyalty was the magic weapon to protect market share. |
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