2008 年之前，国产婴幼儿配方奶粉行业一直保持高速的发展态势，奶粉产品销售 增长率始终以超过 10%的速度在增长。但三聚氰胺事件对国产奶粉的品牌和国内消费 者的信心都造成了严重的打击。2009 年，工信部联合发改委共同推出配方奶粉产业新 政，提升奶源标准，加强生产监管。2016 年，二胎生育政策调整后，国内新生婴儿数 量明显增加，刺激了国内婴幼儿配方奶粉市场需求，国内家庭更加注重婴幼儿配方奶 粉的质量安全。我国已成为全球婴幼儿配方奶粉第二大消费市场，为奶粉企业的发展 提供了良好的市场环境。 本文以 X 乳业公司为例，运用问卷调查的方式对 X 公司配方奶粉的顾客满意度 进行分析，以 CCSI 模型为基础，通过对品牌形象、预期质量、感知质量、感知价值、 顾客满意、顾客忠诚六个因素进行分析，在二级指标的基础上构建三级指标、包括品 牌知名度、产品种类、包装设计等要素。针对模型指标来设置问卷，同时利用 SPSS22.0 软件对调查结果进行效度和信度等分析。分析结果显示，影响顾客对婴幼儿配方奶粉 的满意度主要取决于企业品牌知名度、奶粉产品质量、奶粉企业服务和顾客期望之间 的差距，不同指标要素对消费者满意度都会产生影响，但影响比重不同。调研数据反 映出 X 公司在产品宣传、产品定价、产品质量、产品销售及售后服务方面存在着不同 问题，本文针对上述问题，借鉴顾客满意度指数模型，对企业提出了相应的解决方案。 关键词：X 乳业；婴幼儿配方奶粉；顾客满意度；CCSI 模型II ABSTRACT Domestic infant formula industry has maintained a high-speed development trend before 2008,, milk powder product sales growth rate has always been more than 10% in the rate of growth. But the melamine incident has dealt a severe blow to domestic brands and consumer confidence. In 2009, the Ministry of Industry and Information Technology (MIIT) and the National Development and Reform Commission (NDRC) jointly launched a new policy for the formula milk powder industry, raising milk source standards and strengthening production supervision. In 2016, after the adjustment of the two-child policy, the number of newborn babies in China increased significantly, stimulating the domestic market demand for infant formula, and domestic families paid more attention to the quality and safety of infant formula. China has become the world's second largest consumer market for infant formula, which provides a good market environment for the development of milk powder enterprises. Taking x dairy company as an example, this paper analyzes the customer satisfaction of X Company's formula milk powder by means of questionnaire, based on CCSI model, through the analysis of six factors: Brand image, expected quality, perceived quality, perceived value, customer satisfaction and customer loyalty, on the basis of two-level indicators, three-level indicators, including brand awareness, product types, packaging design and other elements. The questionnaire was designed according to the model index, and the validity and reliability of the results were analyzed by SPSS22.0 software. The results show that the degree of customer satisfaction with infant formula depends on the brand awareness, product quality, service and customer expectation, different index factors have influence on consumer satisfaction, but the proportion of influence is different. The survey data shows that company X has different problems in the aspects of product publicity, product pricing, product quality, product sales and after-sales service, put forward the corresponding solution to the enterprise. Keywords: X Dairy Industry; infant formula; customer satisfaction; CCSIIV 目 录 摘要................................................................................................................................. I ABSTRACT...........................................................................................................................II 第一章 绪 论.......................................................................................................................1 1.1 研究背景、目的及意义..........................................................................................1 1.1.1 研究背景.......................................................................................................1 1.1.2 研究目的.......................................................................................................1 1.1.3 研究意义.......................................................................................................1 1.2 国内外研究现状......................................................................................................2 1.2.1 国外研究现状...............................................................................................2 1.2.2 国内研究现状...............................................................................................3 1.3 研究内容..................................................................................................................5 1.4 研究方法及研究路线..............................................................................................6 1.4.1 研究方法.......................................................................................................6 1.4.2 研究路线.......................................................................................................6 1.5 论文创新点..............................................................................................................7 第二章 顾客满意度的相关理论.........................................................................................9 2.1 顾客满意度概念......................................................................................................9 2.2 顾客满意度的测度模型..........................................................................................9 2.2.1 四方图模型...................................................................................................9 2.2.2 KANO 模型.................................................................................................10 2.3 顾客满意度指数模型............................................................................................11 2.3.1 瑞典顾客满意度模型.................................................................................11 2.3.2 美国顾客满意度模型.................................................................................12 2.3.3 欧洲顾客满意度模型.................................................................................12 2.3.4 中国顾客满意度模型.................................................................................13 2.4 本章小结................................................................................................................13 第三章 X 公司婴幼儿配方奶粉顾客满意度的影响因素和理论模型构建...................15 3.1 X 公司简介及其婴幼儿配方奶粉的发展过程.....................................................15 3.1.1 X 乳业有限公司简介..................................................................................15 3.1.2 X 乳业有限公司婴幼儿奶粉发展历程......................................................15 3.1.3 X 乳业有限公司婴幼儿奶粉品种..............................................................16V 3.2 影响婴幼儿配方奶粉满意度模型的因素............................................................16 3.2.1 品牌形象.....................................................................................................16 3.2.2 预期质量.....................................................................................................17 3.2.3 感知质量.....................................................................................................17 3.2.4 感知价值.....................................................................................................18 3.2.5 顾客满意.....................................................................................................19 3.2.6 顾客忠诚.....................................................................................................19 3.3 建立研究假设........................................................................................................19 3.4 构建模型................................................................................................................19 3.5 本章小结................................................................................................................20 第四章 X 公司婴幼儿配方奶粉顾客满意度 实证分析.................................................21 4.1 构建指标体系........................................................................................................21 4.1.1 构建指标体系的原则.................................................................................21 4.1.2 构建顾客满意度指标体系.........................................................................22 4.2 问卷设计与数据的处理........................................................................................23 4.2.1 问卷设计的思路.........................................................................................23 4.2.2 调研对象.....................................................................................................23 4.2.3 调研方法.....................................................................................................23 4.3 数据收集及计算....................................................................................................24 4.4 描述性统计分析....................................................................................................24 4.4.1 基本资料.....................................................................................................24 4.4.2 顾客满意度描述统计分析.........................................................................26 4.5 信度与效度分析....................................................................................................29 4.5.1 信度分析.....................................................................................................29 4.5.2 效度分析.....................................................................................................30 4.6 相关性分析............................................................................................................32 4.7 回归分析................................................................................................................34 4.8 X 公司顾客满意度存在的问题.............................................................................35 4.9 本章小结................................................................................................................37 第五章 X 公司婴幼儿配方奶粉顾客满意度提升策略...................................................39 5.1 品牌形象策略........................................................................................................39 5.1.1 加强 X 公司品牌知名度建设....................................................................39 5.1.2 利用刺激泛化理论进行品牌推广.............................................................39 5.2 预期质量策略........................................................................................................39VI 5.2.1 推行国际化检测标准.................................................................................39 5.2.2 完善婴幼儿奶粉的追溯系统.....................................................................40 5.3 感知质量策略........................................................................................................40 5.3.1 大力开展透明化的服务体验活动.............................................................40 5.3.2 加强奶源基地及生产设备建设.................................................................41 5.4 感知价值策略........................................................................................................41 5.5 顾客满意策略........................................................................................................42 5.6 顾客忠诚策略........................................................................................................43 5.6.1 加强口碑营销.............................................................................................43 5.6.2 完善 CRM 客户服务系统..........................................................................44 5.7 本章小结................................................................................................................45 第六章 结论与展望...........................................................................................................47 6.1 研究结论................................................................................................................47 6.2 不足与展望............................................................................................................47