Study Of The Dairy Enterprise Marketing Strategy Based On Consumer Purchase Behavior

Since 2008, dairy food safety and frequent incidents, the dairy industry in China fell into the industry’s difficulties and crisis. After the crisis has subsided, and the spate of broke out some other security problems of dairy products, a series of dairy safety scandal, for China’s entire dairy industry is a heavy disaster, but by no means diehard. Many domestic dairy companies, in today’s opportunities and challenges coexist, how fast swinging to haze, quickly out of the crisis, to win the consumer loyalty, rebuilding national confidence, will become dairy enterprises in the current urgent problem. In order to solve this problem, we want to from the consumer purchasing behavior of, and then analyzes the influence consumer buying behavior factors, and then explore the dairy enterprise how to have for the construction of marketing strategy system, and the government how to according to the specified regulations and policies, the development of the domestic dairy industry has very important practical significance, the domestic dairy enterprises to think in the future development, and developed a mature urban dairy enterprises go hand in hand, you must stand on solid ground, to solve the problems existing in the current domestic dairy enterprises, further improve the current marketing concept.First of all, this paper expounds the background and significance of the study, through combing the domestic dairy enterprises stage of development and marketing of the status quo, pointing out that domestic consumers of domestic dairy enterprises distrust and skepticism, and then puts forward the importance and operation to solve this problem. Secondly, the concrete operation is as follows. Through the design of consumer purchase behavior questionnaire survey, through the pre research and formal survey, the descriptive statistics of questionnaire results analysis, draw some semblance of a conclusion, the common factors and using SPSS extraction influence consumer buying behavior of many independent variables, personal attributes, family characteristics, cognitive level, product attributes, consumption environment five common factors are obtained, using 0-1 regression model, verify the personal attributes, family characteristics, cognitive level, product attributes, consumption environment of these five factors on dairy purchase behavior has a significant impact. In the common factors of the extraction process, we find that the personal attributes on gender, age, culture degree three variables significantly larger; family attributes monthly family income, family size, whether home shopper three variables significantly larger; cognitive level factor on the degree of concern, rest assured that the degree, satisfaction of government supervision, on imports of dairy products attitude of four variables significantly larger; product attribute factor larger brand dairy products, dairy products price and media publicity three significant variables; in the consumer environment factor is encountered dairy safety incidents and consumers of the "melamine" event cognitive attitude, the two variables significantly larger.In the base of the research conclusion, this paper for government and enterprises to give some suggestion, such as strengthening the dairy supply chain management, pay attention to shaping the brand milk prices, improve the communication mechanism between dairy enterprises and consumers, play the role of Industry Association, strengthening the construction of quality and safety management system.