奶制品消费感知风险研究
食品安全问题自古以来就是人们关心的重点。最近几年食品安全问题被曝光不少，例如毒白菜、毒大米、有毒韭菜等等，其中影响最大的就非“三聚氰胺牛奶”莫属了。自2008年三鹿奶粉爆发三聚氰胺事件以来，至今消费者仍未恢复对中国奶制品行业的信心，感知风险仍然居高不下。
本文第一部分明确了课题研究背景和意义以及相关感知风险理论，第二部分对现阶段我国消费者奶制品消费感知风险类型的表现程度进行了实证研究，参考了一些学者对中国奶制品行业现状的调查研究结果，在此基础上结合问卷调查结果对每一感知风险类型都进行了分析，第三部分从市场营销4P的角度提出相应的降低国内奶制品消费感知风险的营销建议。
关键字：奶制品；感知风险；三聚氰胺；安全
Abstract
Food safety problem is that the people since ancient time the focus of interest. In recent years, food safety problems have been exposed many, such as drug cabbage, poisonous rice, toxic leeks and so on, of which the most influential is the "melamine milk" none. Since 2008, outbreak of melamine incident of SanLu Milk Powder, consumers did not return to China dairy industry confidence, perceived risk is still high.
The first part of this paper makes clear the research background and the significance as well as related to perceived risk theory. The second part of the consumers of our country dairy consumption perceived risk types of performance an empirical research. Reference to a number of scholars of China's dairy industry present situation investigation. Based on the results of questionnaire survey on every types of perceived risk are analyzed. The third part from the marketing angle of the 4P corresponding to lower domestic dairy consumer perceived risk marketing suggestion.
Key words：Dairy products ; perceived risk ; melamine ; security
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