Study On The Transformation Of The Consumption Of Dairy Products In The Megacity Of Our Country

To grasp the current consumption situation and future development trend of dairy products in China,improve the consumption level and structure of dairy products in China,three megacities,Beijing,Shanghai and Guangzhou,which have the trend of regional,economic and social culture,have been selected to study the changes in the consumption of dairy products and their influencing factors.This study obtains the research data through literature review and field research,and draws the following conclusions through descriptive analysis,variance analysis and model analysis.1.There are regional differences in the level of consumption and consumption of dairy products in Beijing,Shanghai and Guangzhou,and structural changes are taking place.Shanghai has the highest proportion of consumption of fresh milk,milk powder and cheese,72.56%,18.09% and 16.54% respectively,while there was no significant difference in the consumption of yogurt and cream between the two cities.In terms of consumption level,Shanghai has the highest consumption level on fresh milk,cheese and cream,and annual consumption has reached 38.15 Kg,0.87 Kg and 1.1Kg respectively.The consumption level of yogurt in Beijing is the highest,and the annual consumption(calculated)has reached 29.74 Kg.Guangzhou has the highest consumption level on milk powder,and the annual consumption(calculated)has reached 0.8Kg.Compared to 2012,consumption of fresh milk and yogurt grew rapidly,with an average increase of 77.03% and 293.7% respectively.Milk powder and cream consumption are close to saturation,and consumers began to form eating habits with deep processed dairy products,such as cheese,with the improvement of their cognitive level.Compared to 2012,the consumption of cheese per capita in Shanghai increased by 24.29%.2.There is no significant difference between female and male consumers in the proportion of fresh milk,cheese and cream,while women are 13.61% and 3.42% higher in the proportion of yogurt and milk powder than men.In addition,women pay more attention to taste,quality,safety and freshness when they buy dairy products than men.3.Yogurt consumption has a universal age,while other dairy consumers have obvious age characteristics of family composition.4.The consumers of Beijing,Shanghai and Guangzhou have different reasons and concerns about different dairy products.They have certain rational judgments when paying attention to and buying dairy products,but they are still greatly influenced by the traditional media publicity.5.Supermarkets are still the most important consumption channels for dairy products.The development of diversified purchasing platforms promotes the popularity of dairy products and improves the accessibility of dairy products,especially high quality imported dairy products.6.The quality and safety situation of dairy products has changed significantly,but it is still more severe.The overdue and deterioration of dairy products caused by "post production" of dairy products,storage and so on has become the most common and most concerned problem of quality and safety that consumers are facing,which hinders the improvement of the consumption level of dairy products and the upgrading of consumption structure of Chinese dairy products.The role of the related quality supervision department is not significant.Cconsumers are worried about the domestic dairy products,and milk powder,cream,cheese are more likely to buy imported dairy products.According to the description of the changes in the consumption structure of dairy products in China and the conclusion of the related analysis,this paper makes a prejudgement on the future trend of the upgrading of dairy product consumption structure in China.1.Dry dairy products,such as cheese,will gradually become an important form of consumption.The residents of Beijing,Shanghai and Guangzhou have increased the cognitive level of high density nutrients,balanced milk fat and high convenience of cheese,which gradually transformed into purchasing power,and the consumption of cheese will be further popularized.2.The consumption level of milk powder is nearly saturated,and will not increase or even decrease in the next period.With the increase of the incidence of cardiovascular disease,the rate of obesity,the living standard and the health awareness of the residents,the interviewees showed a clear and cautious attitude to the cream,and more rational and balanced eating cream,so the growth of cream would also tend to stagnate.3.According to the current consumption level and growth,the level of yogurt consumption in Beijing,Shanghai and Guangzhou will continue to maintain a high level of growth in the future,the consumption level of fresh milk will slow down,and the gap between cities in this two kinds of dairy products will be narrowed.Finally,in order to further improve the consumption level of dairy products,promote the upgrading of dairy consumption in China,this paper suggests improving enterprise's innovative ability and giving full play to the relative production advantage of enterprises,formulating preferential policies for import,improving the scale of industry and develop the strength of national brand,improving the quality supervision level of the dairy industry related enterprises and the people's cognition of quality and safety issues.