Abstract
This paper elaborated dairy consumption status in Heilongjiang Province from seven aspects: dairy total consumption, comparison of dairy consumption between urban and rural, dairy consumption under different income levels, consumption category structure, consumption brand structure, consumption channels and consumer information source. On this basis, factors affecting dairy consumption and trends of dairy consumption were further analyzed. The result showed that dairy consumption potential of Heilongjiang Province should be excavated. On one hand, rural consumer market should be further developed; on the other hand, dairy consumption market should be further broken down to meet different needs of different groups of people.
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