Study On The Optimization Of The Sales Model Of Infant Formula Based On Customer Satisfaction In China

China has surpassed Japan to become the second largest market of infant formula behind US.In the dividend of fully free "two children policy",the consumption market of infant formula would grow stronger.The quality and safety of infant formula is related to the healthy growth of the next generation,which is an important industry related to the people's livelihood and the agricultural modernization.However,since the "melamine" incident,the Chinese consumers trust of domestic infant formula's quality and safety worsened.San Lu Group broke down which was accounting for the domestic milk powder market share of 18.26%,while Hebei Province was badly hurt which was originally reelected 15 years of national sales of dairy products first.Also dairy farmers frequently drained milk and killed cattle.China's dairy industry was facing an unprecedented quality and safety crisis.After exposure of the event,China's growth rate of dairy production fell sharply from 53.86% in August to September-19.08%.Meng Niu Group lost of 949 million yuan in 2008,Bright Dairy lost of 286 million yuan,Yi Li Group lost of up to 1.687 billion yuan.During this period,the Chinese dairy market structure suddenly changed,and foreign brands of infant formula were emergent.The top three were Dumex,Mead Johnson and Wyeth in Chinese infant formula market in 2009.In order to revitalize China's dairy industry and rebuild consumer confidence in domestic infant formula,To this end,China strengthened the supervision in the production sector,while there were many new channels in the circulation area besides the traditional.Based on the theory of "all customer-centric" in the modern marketing concept,this paper described and evaluated the sales model of infant formula based on the perspective of customer satisfaction,combined with consumer purchasing decision theory.So that enterprises of production and operation could be inspired by the factors of customer satisfaction on the sales model to improve and optimize.Different from the previous study focused on channel members,structure and performance,this paper proposed to customer satisfaction as a perspective and focused on study of channel terminal.In this paper,the sales model of infant formula was classified according to channel terminal: retailers and supermarket model,maternal and child store model,pharmacy model and e-commerce model.Also,this paper summed up the characteristics of different models.In order to further and truly reflect the needs of customers,this paper selected the main producing areas of infant formula including Heilongjiang Province and Shaanxi Province and the main sales areas including Anhui Province and Chongqing City as the research places.In this way,this paper summed up the cognitive situation for sales model of infant formula from 549 respondents.In this paper,logarithmic linear model was used to evaluate the customer satisfaction of infant formula,and the effects of different sales models on customer satisfaction were obtained by analyzing the interaction between sales model and customer satisfaction.In addition,in order to analyze the reasons for the differences in satisfaction,this paper continued to use factor analysis to sum up the factors of customer satisfaction of infant formula,and put forward four goals of optimization and improvement: ensure the quality and safety of product,promote the rationalization of sales prices,increase the purchase convenience and improve the level of after-sales service.At the same time,this paper put forward three principles of optimization: customer-centric,local conditions,coordinated development of the industry,and determined the overall idea of optimization and specific design for optimization of different models.After analysis,retailers and supermarket model should be linked to the interests of producers and terminals,improve sales levels and shopping experience and extend the external distribution services,etc.;maternal and child store model should do a good job of goods display and display,initiate membership organizations and activities,deepen and expand the service projects;pharmacy model should focus on selling special infant formula,expand the scope and influence of radiation;e-commerce model should tap the potential of electronic information technology,improve the logistics and distribution system,increase supervision and punishment efforts.