Designing demand chain of milk products in China for European dairies and milk farms

摘要

This contribution illustrates an investigation of milk and milk products demand management and explores the influence of different consumer preferences, consumer behaviour on the buying decision of milk products, aiming to design a demand chain for European dairies in China. Consumption data were obtained by desk-based research from some investigation organizations and researchers. The proposed Quality Function Development (QFD) method provides a communication tool so designers can find a way between the Chinese milk market and European milk production to help European dairy to build a system for entering and developing the dairy market in China. Results show that obvious advantages of European dairy lie in good quality, high-tech packaging and mature production skill. Among all links in the demand chain, brand development and the marketing model are the most important determinants for success.