The Research On The Driven Factors Of Customer Equity In The Liquid Dairy Industry

The No.1 document of central government in 2017 paid close attention to the dairy supply side structural reform,putting forward the requirement of dairy industry to enter the world advanced ranks.At the same time,along with the development of new products of high margin,liquid dairy industry is facing industrial restructuring and upgrading.According to expert estimates,the dairy industry profit margins will gradually rise,the future may be stable in 5-6%,meaning that the industry will have broad prospects.t.How to seize the opportunity of policy and industrial upgrading,accelerate the development of enterprises,and establish their own competitive advantage has become the focus of the current liquid dairy enterprises.In the current economic environment,the focus of enterprise management has changed from product orientation to customer orientation.The customer is regarded as an equity by the academic circles,and the foundation for the enterprise to gain and improve the customer's equity is the drive factors of the customer equity.Based on the characteristics of liquid dairy industry,in order to provide reference for enterprise management,national policy,this concept will introduce customer perceived quality assets,build the driven model of customer equity in the liquid dairy,analysis the main driving factors.Based on the literature review of customer equity,this paper studies the model of customer equity driven model,introduces the perceived quality into the driven factors of the customer equity,according to the classical scale,establishes the scale of customer equity in liquid milk industry.Then,put the data of preliminary investigation into factor rotation,and eliminate invalid items,recap the factor in order to establish the questionnaire of preferably reliability and validity.After the formal survey data,analyze the statistics through factor analysis,structural equation,regression analysis.The results show that the value equity,brand equity and relationship equity value of has a positive impact on customer equity.Among the sub factors of the three driving factors,price and convenience,product quality and corporate ethics has the greatest impact on customer equity,Service quality,brand awareness,brand attitude also has a certain impact and Intimate program,community building is relatively small.Finally,the paper puts forward some suggestions from the aspects of enterprise and institutions:For enterprises,they should pay attention to product quality,improve the quality level;Pay attention to milk management,building its own ranch;tarting from the product standard,high quality signal transmission;spread the high quality signal transmission;establish the traceability platform by combining the traditional marketing and the Internet;Pay attention to the construction of the channel;raise the popularity;take the social responsibility actively,and become the dairy enterprise.At the same time,the government should strengthen the supervision of the quality of dairy products,improve the construction of laws and regulations;the dairy industry associations should play a role in the formation of good self-discipline and norms.