Study On The Dairy Consumption In China

In order to improve people's health and raise dairy consumption, Chinese government issued twopolicies of "School milk " and "soldier milk". Under these environments, many new dairy enterprisesappeared and dairy production ascended. At the same time the case of "milking dumping " reminded thedairy enterprises . In addition , Chinese dairy consumption is low at all times. So we have to think thathow is the Chinese dairy consumption ? What are the consumer's preference? The study of thesequestions are helpful to dairy enterprises and the recognizing to the dairy industry.According to above thinkings , this paper gives a comprehensive study on three parts.The secondchapter is the study on dairy consumption level. The third chapter is the analysis of dairy consumptioncharacter. This part is mainly about the tastes, settings, packages of the three kinds of dairy in the sevenlarge cities. The forth chapter is analyzing the influcing factors of the dairy consumptions and caculatethe elasticity.The main conlusions are at follows :1.We have a long dairy consumption history but the level of consumption is low. The consumption gapsbetween the city and countryside are large. The share of dairy consumption is little in the whole stockconsumption. Generally speaking , the dairy quanlity standard and the reason why people want to drinkmilk in the city and contryside are different to that of other stock products.2.The brands affect people's consuming actions greatly. Now the brands that are accepted include thefamous brands and the local ones. In the dairy market, the concentration index of packaged milk andyogurt is high. The situation of dairy consumption structure is that the deal of packaged milkconsumption occupies the main parts and the rate is very steady , the share of yogurt consumption islarger and larger but that of milk powder is descending. There are four identical conclusions about dairyconsuming tastes , settings and packages of the five ages and gender groups .3.The price elasticity of dairy is larger than preference elasticity and the preference elasticity is largerthan the income elasticity. That signifies that the price change the people's action more greatly than theother factors. The income elasticity of milk powder is larger than that of the packaged milk and yogurt .The preference elaticity of packaged milk is larger than the others. In the price elasticity , the priceelasticity of yogurt is the largest.In the third chapter of this paper , consumers is the studying objects . Through the study on theirconsumption actions , we get detailed and true characteristics of the five age groups. In the forth chapterwe devided the dairy into three kinds , that is packaged milk ,yogurt,and milk powder . And then wecaculated five kinds of elasticity of the three kinds respectively. These two points are the developmentson the basic of the forerunners.At last , there are two suggestions: One is strenthening the advertisement of dairy consumption. Thismeasure is the most important one. Raising .and reducing the yogurt price is also the valid way. Theother is that dairy enterprises should meet consumer's preference on the dairy product according to theirfavor of taste, consumption settings and packages.