| In 2005, the consumption of fresh milk per. Capita in the city kept on dropping, and the number of mid or large city was specially obvious. But consumption of yoghourt in the city increased a lot, the price kept being a little high, and the price of milk powder increased more at the same time, all of these appeared the change trend of the consumption structure in the city. The intensity of daily food price campaign became demulcent with the conformity trend of industry, while the market share of magnates in daily food who united through the low price ascended quickly. The total milk powder imported had a impressive drop. It was the first time in recent five years.To improve the health conditions of people and prompt the development of milk industry, our government comes on "Student milk plan" and "Barback milk plan", more and more milk companies appear under its infection, and the production of milk ascends continuously. At the same time, the appearance of "pouring the milk" phenomena awakes the milk company with big ambition. Our country is always being a laggard country in milk foods consumption, which sets us thinking. What is really the milk foods consumption of our country? What the characters of the milk foods consumption? Which reasons affect the milk foods consumption? What will the trend of the milk foods consumption be?This article is based on the above thoughts, it concentrates in the milk foods consumption, and studies the milk foods consumption of our country in detail, that is content of chapter 2, chapter 3, chapter 4 and chapter 5. Chapter 2 is the development of the milk foods consumption in China. The development of consumption, the consumers, consuming and customs are studied. Chapter 3 is the conditions and characters of the milk foods consumption in China. The area characters, kinds and structure characters are analyzed. Chapter 4 is the main influential factors, which are included in the income level, consumption custom and interests, the nourishment and health care knowledge, the quality of milk, the price and the convenience. Chapter 5 is the future development trend of the milk foods consumption. Firstly, the total consumption will keep on ascending. Secondly, the increase of the liquid milk consumption will become the driving force of the future milk foods consumption. Thirdly, residents of city are still the head consumers. Finally, the milk foods consumption of the country will become a new point of growth of China, and forecasts the milk foods consumption in future five years. After analyzing and demonstrating, the main conclusions are the following:1. Currently, the milk foods consumption level is still low. Though the total consumption or the per. Capita increases fast, there is a big difference from the average level of the world—100kg per. Capita. With the improvement of the peoples' life and increase of nourishment and health care knowledge, the consumer changes from the old, the baby, the patient, the disabled, the infirm and so on to the current popular consumers. All realize its nourishment and begin to consume it day and night.2. The areas of China are rich, the natural gift and the consumption custom of each area are different, so the milk foods consumption custom is different too. To the South people of our country, the North prefers milk foods. On the other hand, because of the economic development, the income and the consumption between the city and country have difference. So the consumption between the two is obvious.3. In the factors of affecting the milk foods consumption, such as the income, the consumption custom, nourishment and health care knowledge, the quality of milk, the price and the convenience of buying, the first two are important.4. The future trends of the milk foods consumption in China are:(1) The total consumption will keep on increasing.(2) The increase of the liquid milk foods consumption will become the driving force of the future milk foods consumption.(3) Residents of city are still the head consumers.(4) The milk foods consumption of the country will become a new point of growth of China, Finally, three main advises are put forwards in the article:1. We must set the milk foods consumption a high value to improve the physique and make the people stronger. By all kinds of media, we should propagandize the nourishment of the milk foods extensively. Keep on advancing "Student milk plan" and "Barback milk plan". Government should enhance the support to the student milk plan, set down a preferential policy for the appointed production companies, and put aside some special fund to build the base of milk origin and supervise the personnel training.2. The milk foods consumption of the country is very little, the consumption per. Capita is different with the city, and the potential of market expending is great. Whether the manufacturers or tradesmen should realize it, transfer center to the mid/small city and the country, find the new marketing channels and improve the buying convenience of residents in these areas. The variety of the milk is little, and the quality is poor. So the milk foods manufacturer should design more products, which fit with the people's taste and consumption custom to make the people satisfied with the life.3. Improve the income and life level in country and increase the total milk foods consumption, by the presents entering in the city, transferring from inagriculture to agriculture. Government and other society unit need add the devotion to country education, enhance their education, make them with more nourishment and health care knowledge; Unify the component market of milk foods, enhance the intendance of the milk foods price. Set up a reasonable normal system of safe quality and credible attestation system to give the development of milk industry a good circumstance. Find more marketing channels of milk foods and relevant establishment especially in the country lagged. Increase the devotion to the infrastructure, attach importance to the body constitution of country, offer a convenient environment of the milk foods consumption. |
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