乳制品对婴幼儿的成长发育有非常大的影响，一般消费者在购买时都会非常 慎重。1998 年以来，我国乳制品企业发展迅速，但乳制品质量安全问题频发，经 历了一系列严峻的危机和考验。2008 年发生的“三聚氰胺”事件，导致曾领跑国 内奶粉市场的三鹿奶粉陷入质量泥沼，其影响迅速波及到全欧亿·体育（中国）有限公司。受此牵连，包 括伊利等在内的国产奶粉品牌也因此遭遇到业绩的危机。仅在 2008 年，蒙牛和 光明相继就亏损 9.49 亿元、2.86 亿元，而伊利的亏损最多，高达 16.87 亿元， 将近是光明的 6 倍，使其成为三聚氰胺事件中亏损最多的中国乳品企业。消费者 对乳制品的信任锐减，感知风险逐渐增强，导致乳制品企业的发展受到重创。而 后随着社会的不断发展，产品质量问题突然爆发，大头娃娃事件又一次让我国奶 粉产业处于水深火热之中，由于此类事件的影响，国产奶粉的销量迅速下跌，仅 仅在当年的五六月份，国产奶粉的销量就比前一年同期下滑了将近 25%。这对刚 刚兴起的中国乳业来说是“毁灭性”的，原因有两个：一是质量问题的频发直接 冲击了国内乳业生产企业；二是严重降低了国民对国产奶粉的信心，大大增强了 消费者的风险感知。由此，国产奶粉遭遇到前所未有的信任危机，消费者的视角 开始由国内市场向国外市场转移，国外奶粉在中国的销量因此迅速上升。而于此 同时，国外也开始禁止中国奶粉的进口，导致我国奶粉欧亿·体育（中国）有限公司迅速进入低谷。另外， 乳制品作为一种高涉入产品，其安全是我国消费者非常重视的，而目前消费者对 于乳制品的态度仍然是比较担忧的，其风险感知程度相对较高。在这种情况下， 探讨如何降低消费者的风险感知来赢取其信任进而转化为购买行为就显得尤为 重要。由于消费者对乳制品风险感知的认识会影响其对乳制品的信任和购买意愿， 于此，本研究以乳制品的市场发展现状为背景，以 GP 乳业为例，在消费者风险 感知、购买意愿、品牌信任和品牌构建的相关概念和理论基础上，采用实地调研、 定性分析和系统分析等方法分析当前乳制品欧亿·体育（中国）有限公司营销环境、优势及问题。通过查 阅相关文献，在有理论支撑的情况下，结合 GP 乳业自身实际，制定相对应的营 销策略，这对企业的长远发展具有深刻的意义。 关键词：婴幼儿奶粉，风险感知，购买意愿，营销策略湖 北 工 业 大 学 硕 士 学 位 论 文 II Abstract Dairy products have a great impact on the growth and development of infants and young children. normally, consumers will be very cautious when buying dairy products.Since 1998, China's dairy enterprises have developed rapidly, and the quality and safety of dairy products have suffered from a series of severe crises and tests. The melamine incident in 2008 led to the Sanlu milk powder, which once led the domestic milk powder market, being plunged into a quagmire of quality. It quickly spread to the entire industry. As a result, domestic milk powder brands, including Yili, have also suffered a crisis in performance. In 2008 alone, Mengniu and Guangming suffered losses of 949 million yuan and 286 million yuan, while Yili suffered the most losses, up to 1.687 billion yuan, nearly six times as much as Bright, making it the Chinese dairy company thatlost themost moneyin the melamine affair.consumers' trust in dairy products has been sharply reduced,perceived risk isgradually increasing,Leading to the devastation of the development of dairy companies. Later,with the continuous development of society, the product quality problem suddenly broke out, and the Big Head Doll incident once again put China's milk powder industry in a fierce heat. As a result of such incidents, sales of domestic milk powder fell rapidly, and in May and June of that year alone, Sales of domestic milk powder fell nearly 25 percent from the same period a year earlier. This is "devastating" for China's fledgling dairy industry for two reasons: first, frequent quality problems have directly impacted the domestic market.second,seriously reduced the national confidence in domestic milk powder and significantly enhanced consumer perception of risk. As a result, domestic milk powder suffered an unprecedented crisis of confidence, and consumers' perspectives began to shift from the domestic market to foreign markets,the sales of milk powder in China rose rapidly as a result.Atthe same time, foreign countries also began to ban the import of Chinese milk powder, China's milk powder industry quickly entered the trough. In addition, the safety of dairy products, as a high-involvement product, is highly valued by Chinese consumers, and consumer attitudes towards dairy products are still quite worrying at the moment, their level of perceived risk is relatively high. In this context, it is important to explore how to reduce consumers' perception of risk to gain their trust and convert it into purchase behavior.Because consumers' understanding of risk perception of dairy products will affect their trust and purchase intention of dairy products,Therefore, this research is based on the current market development status of dairy products, taking Gaopei milk powder as an example, based on the relevant concepts and theories of consumer risk perception, purchase intention, brand trust and brand building.Using field research, qualitative analysis and system analysis to analyze the current marketing environment, advantages and problems of the dairy industry. By consulting relevant literature, developing corresponding marketing strategy combined with theoretical support and the actual fact about the company's own milk powder,which is of profound significance to the long-term development of enterprises.湖 北 工 业 大 学 硕 士 学 位 论 文 III Key words: infant milk powder, risk perception,purchase intention,marketing strategy湖 北 工 业 大 学 硕 士 学 位 论 文 IV 目 录 摘要..................................................................Ⅰ Abstract..................................................................Ⅱ 目 录..................................................................IV 第 1 章 引 言...............................................................1 1.1 研究背景 ............................................................1 1.2 研究目的与意义 ......................................................2 1.2.1 理论意义......................................................2 1.2.2 实际应用价值..................................................2 1.3 风险感知的相关研究 ..................................................3 1.3.1 风险感知的概念................................................3 1.3.2 风险感知的维度................................................4 1.4 购买意愿的影响因素研究 ..............................................5 1.5 研究方法 ............................................................6 第 2 章 核心概念及相关理论基础..............................................7 2.1 乳制品营销 ..........................................................7 2.2 品牌形象理论 ........................................................7 2.3 信任修复理论 ........................................................9 第 3 章 乳制品风险传播过程及感知特征分析...................................11 3.1 乳制品风险传播过程 .................................................11 3.2 乳制品风险感知特征分析 .............................................12 3.2.1 消费者奶粉购买前分析.........................................12 3.2.2 消费者奶粉购买中分析.........................................14 3.2.3 消费者奶粉购买后分析.........................................17 第 4 章 婴幼儿奶粉欧亿·体育（中国）有限公司发展现状分析.........................................19 4.1 婴幼儿奶粉欧亿·体育（中国）有限公司市场外部环境分析 .....................................19 4.1.1 政策与法律环境...............................................19 4.1.2 经济环境.....................................................20 4.1.3 社会文化环境.................................................20 4.1.4 科技环境.....................................................21 4.2 中国奶粉市场动态分析 ...............................................21 4.3 GP 品牌婴幼儿奶粉市场分析 ..........................................22湖 北 工 业 大 学 硕 士 学 位 论 文 V 4.3.1 GP 奶粉市场产业链分析 ........................................22 4.3.2 GP 奶粉市场销售分析 ..........................................23 4.3.3 GP 奶粉市场竞争力分析 ........................................25 第 5 章 乳制品营销存在的问题分析...........................................26 5.1 缺乏对消费者需求