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大学生对乳制品的消费偏好分析

发布时间:2011-12-19 18:22 来源:工大在线字号:T|T

 

  大学生对乳制品的消费偏好分析
  
  摘要
  
  “一杯牛奶强壮一个民族”,牛奶的重要性可见一般,一直以来乳品市场也都是硝烟弥漫的。尽管2008年三聚氢胺事件对整个乳制品行业产生了巨大的打击,但作为健康生存的必需品,整个乳制品行业的价值不会变化。拨乱反正后行业将迎来健康的发展环境。目前正值中国乳制品行业发展的关键时期,在当前局势下认清形势、掌控方向,开拓新的市场,对乳制品行业所处环境和未来的发展态势予以翔实的剖析,无论是对于中国乳制品行业的长远发展,还是对乳制品行业在具体工作中的突破都具有积极的指导作用。
  
  大学生是一个特殊的社会群体,具市场潜力大。调查大学生饮用乳制品的偏好,分析其中数据,有助于商家发现商机、制定开发计划与营销策略。
  
  本课题总共分四部分,第一部分首先简单介绍乳制品的现状和大学生的消费情况与习惯,还有广东乳制品行业的一些情况;第二部分主要是对要就用到SPSS统计软件和联合分析方法做一些概述;第三部分,通过设计调查问卷,收集相关数据,应用SPSS13.0统计工具对调查的数据进行初步分析,经过处理和筛选,建立模型,然后对大学生饮用乳制品的偏好进行联合分析,再研究结果,提出意见;课题最后,对本论文进行全文总结和研究展望。
  
  关键词:乳制品,SPSS,联合分析,大学生消费
  
  Abstract
  
  “A cup of milk makes a nation strong”,we can see the importance of milk, the market of dairy products has been all the competitive. Although in 2008 the chemical melamine incident on the entire dairy industry had a tremendous blow, but as a necessity for the survival of health, the value of the entire dairy industry will not change. Bring order out of chaos after the industry will usher in a healthy environment for development. China's dairy industry at a time when a critical period of development, under the current situation in the clear understanding of the situation, control the direction of opening up new markets for dairy industry environment and future development trend analysis to be informative, whether it is milk in China products industry, the long-term development of the dairy industry or in specific breakthrough in the work of the guidance has a positive role.
  
  College students are special social groups, with great market potential. Survey of university students preferred to drink dairy products and to analyze data is good for businesses to find opportunities to develop marketing strategies and development plans.
  
  This issue a total of four parts, first a brief introduction of the status of dairy products ,university students , habits of consumption and some cases in Guangdong Dairy industry; the second part is mainly used SPSS statistical analysis software and do some joint overview; the third part, through the design of survey questionnaires to collect relevant data, the application of statistical tools SPSS13.0 the investigation of a preliminary analysis of the data, after processing and screening, modeling, and then drink dairy products on the preferences of university students to conduct joint analysis of the results of further studies to put forward their views; Finally, the full text of this thesis research summary and outlook.
  
  Key words:  dairy, SPSS, Conjoint Analysis, university student consumption

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