Research On Marketing Strategy Of Dairy Products Based On Risk Perception

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 that lost the most money in the melamine affair.consumers' trust in dairy products has been sharply reduced,perceived risk is gradually 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.At the 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.