中文摘要：

婴幼儿配方乳粉行业一直备受关注,其销售渠道是连接生产者与消费者重要环节。以现代营销学中＂一切以顾客需求为中心＂理念为理论基础,调查黑龙江省270位消费者,运用对数线性模型分析商超、专卖、药店和电商四种渠道类型与顾客满意度交互作用。研究发现,专卖渠道顾客满意度最高,药店渠道顾客满意度最低。为分析不同渠道满意度差异原因,运用因子分析法得出影响渠道顾客满意度主要因素为产品质量、销售价格、便利程度和专业服务,通过比较不同销售渠道优劣势提出专卖渠道和商超渠道应通过促进渠道扁平化发展等方式降低渠道成本、增加价格优势,提高商超渠道人员素质和服务水平;电商渠道成员应加强乳粉质量把关和管控,政府主管部门应完善法律法规,加强监管和惩处力度;药店渠道应逐步提供多样性产品,提高渠道便利度的建议。

英文摘要：

The infant formula industry has been closely watched, whose sales channels are the important parts of connecting producers and consumers. This paper was based on the. concept of ＂customer-centric of all＂ in modern marketing and investigated 270 consumers in Heilongjiang Province. This paper used log-linear model to analyze the interactions among traditional retail outlets channel, maternal and child channel, pharmacies channel and e-commerce channel. And the study found that the customer satisfaction of maternal and child channel was the highest, which of pharmacies channel was the lowest. To analyze the causes of differences in the satisfaction of different channels, factor analysis was used to draw that the main factors of the customer satisfaction in infant formula＇s sales channels were the quality of products, sales price, the degree of convenience and the professional service, and improvements were provided by comparing the different sales channels＇ advantages and disadvantages. By researching, this paper thought that retail outlets channel and maternal and child channel should reduce channel costs and increase advantage on price by promoting channel flat development and so on. In addition, the personnel quality and service level should be highlighted. Members of the e-commerce channel should strengthen controlling the quality of infant formula, and government departments should keep abreast of consummating laws and regulations and strengthening supervision and punishment. Pharmacy channels should gradually provide a variety of products and improve convenience of channel.