1、外文翻译原文CROSSNATIONALSEGMENTATIONFORMESSAGINGABOUTCHEEESETOWARDSANEWAPPROACHTOCONSUMERUNDEERSTANDING,DIRECTEDDEEVELOPMENT,ANDTARGETEDMARKETINGINTRODUCTIONFIRMSUSEBRANDINGASAKEYSTRATEGYTOATTRACTNEWCONSUMERSANDTORETAINCURRENTCONSUMERSWITHORIGINALBRANDS,THEREBYIMPROVINGTHEFIRMSMARKETSHAREARNADEETAL,2009C
2、ONSUMERSBRANDLOYALTYANDDESIREFORBRANDVARIETIESPLAYANIMPORTANTROLEINTHEDEMANDFORCHEESEPRODUCTSANDTHEPROFITABILITYOFFIRMSWHICHMARKETFOODSTHESTUDYOFTREVISOL2005FORTHEEUROPEANDAIRYINDUSTRYMODELFORECASTEDANOPTIMISTICGROWTHRATEFORTHECONSUMPTIONOFCHEESEACCORDINGTOTHESEESTIMATESTHECONSUMPTIONOFCHEESEWILLINC
3、REASEINEACHCOUNTRYINEUROPEFURTHERMORE,THECONSUMPTIONOFCHEESEANDPROCESSEDCHEESEINCOUNTRIESFROMTHEEUROPEANUNION11WILLINCREASEBYTHEHIGHESTANNUALAVERAGESINCECOUNTRYBORDERSHAVEAPOROUSNATURE,MANUFACTURERSOFPACKAGEDGOODSNEEDTODEVELOPASTRATEGYBEYONDBRANDINGINORDERTOMAINTAINTHEATTRACTIVENESSOFTHOSEBRANDSTHAT
4、AREEXPORTEDFROMAREGIONOFSTRONGBRANDDEVELOPMENTTOANOTHERREGIONWHERETHEBRANDSUNKNOWNBONETTI,2004ONESUCHSTRATEGYISMESSAGINGKOTLER,1997MESSAGINGISDEFINEDASMARKETINGDERIVEDWORDSANDPHRASESTHATACOMPANYUSESTODESCRIBEAPRODUCTTOACONSUMER,INORDERTOCONVINCETHECONSUMERTOBUYITANDTOCONSUMEITMESSAGINGCARRIESWITHITA
5、TONALITYBEYONDDESCRIPTIONITISDESCRIPTIONMOTIVATEDBYTHEDESIRETOCONVINCECONSUMERSINAPOSITIVEWAY,EITHERABOUTTHEPRODUCTITSELF,THEBRAND,ORTHEEXPERIENCESURROUNDINGTHEPRODUCTMESSAGINGPRECEDESBOTHBRANDANDPRODUCTNEDRIECHANDSWAIN,2008FROMTHESTANDPOINTOFBUSINESSECONOMICS,THENUMBEROFFOREIGNANDDOMESTICCOMPETITOR
6、SHASINCREASEDENORMOUSLYBONETTI,2004,REQUIRINGTHATACOMPANYBECOMEINCREASINGCUSTOMERFOCUSEDINORDERTOMAINTAINACOMPETITIVEEDGECONSUMERSREPRESENTTHEULTIMATEBUTYETTHEMOSTIMPORTANTCOMPONENTWITHINTHEFOODCHAINTHESTUDYOFCONSUMERSHELPSFIRMSANDORGANIZATIONSTOIMPROVETHEIRMARKETINGSTRATEGIESBYUNDERSTANDINGCONSUMER
7、SATTITUDESANDSHOPPINGBEHAVIORWITHTHISKNOWLEDGE,MARKETERSADAPTANDIMPROVETHEIRMARKETINGMESSAGINGSTRATEGIESINORDERTOREACHTHECONSUMERSNEEDSINTHEMOSTAPPROPRIATEWAYITISIMPORTANTTOKEEPINMINDTHATWHENONEWORKSWITHCONSUMERS,SIMPLEDESCRIPTIONSOFPRODUCTS,THEIRBENEFITS,ANDTHEEXPERIENCESWITHTHOSEPRODUCTS,DONOTNECE
8、SSARILYSUFFICETOMOTIVATEPURCHASEAND,INTHECREATIONOFAPRODUCT,SIMPLEDESCRIPTIONSALONEDONOTNECESSARILYCAPTURETHEUNIQUEFEATURESOFPRODUCTSTOWHICHTHECONSUMERISATTUNED,ANDWHICHTHEDEVELOPERMUSTCAPTUREINTHEPROTOTYPETOBECREATEDTHEMESSAGINGADDSTHATBITOFINDIVIDUALITYANDLAIRTOTHEPRODUCT,WHICHINTURNGUIDESTHEDEVEL
9、OPER,HELPINGTOIDENTIFYSPECIFICEXTRASTOBEINCORPORATEDINTOTHEPRODUCTVARIOUSCHEESESTUDIESHAVEINVESTIGATEDRESPONSESTOBOTHPRODUCTSANDTOMESSAGESREGARDINGSPECIFICTASTES,TEXTURE,ANDEMOTIONALEXPERIENCESCONNECTEDWITHCHEESEFOREXAMPLE,LIGGETT,DRAKEANDDELWICHE2005REPORTEDTHATINSWITZERLANDCONSUMERACCEPTANCEOFCOMM
10、ERCIALSWISSCHEESESISAFUNCTIONOFTHEIRFLAVORCHARACTERISTICSPATTISSONANDLINDGREEN2004REPORTEDTHATTHEBESTDEVELOPMENTPOTENTIALFORTHEDAIRYINDUSTRYINSOUTHWESTENGLANDISMATURECHEDDAR,SPECIALTYCHEESES,SUITABLETERRITORIALCHEESEVARIETIESANDOTHERFRESHCHEESESCHEESESAREALSOSUBJECTTOECONOMICFACTORS,ANDTOEVOLVINGECO
11、NOMICCONDITIONSFORINSTANCE,INTHESLOVAKIANDAIRYINDUSTRY,INTHEPASTPRODUCTIONFOCUSEDONCHEAPBULKCOMMODITIESNOWADAYSINCREASINGLYSOPHISTICATEDCONSUMERSANDMORECOMPETITIVEMARKETSPUSHCOMPANIESTOSEGMENTTHEIROFFERINGSKAPSDORFEROVAANDNAGYOVA,2007THESEWITHINCOUNTRYSEGMENTATIONSHAVEBEENTHETOPICOFANUMBEROFRESEARCH
12、PROJECTSINNORWAY,WESTAD,HERSLETHANDLEA2005SEGMENTEDCONSUMERSBASEDONTHEIRCHEESEPREFERENCESMURPHYETAL2004SEGMENTEDCONSUMERSINIRELANDBASEDONPREFERENCESFORASTRONGFLAVOR,AHARDTEXTURE,AWAXPACKAGEDWHEEL,MADEWITHPASTEURIZEDMILK,NUTRITIONALINFORMATIONPRESENTONTHEPACKAGE,AWHITECOLOREDCHEESEANDAPRICETHEYREPORT
13、EDTWOSEGMENTSWITHDIFFERENTIDEALPRODUCTPROFILESFINALLY,BOGUEANDRISON2005IDENTIFIEDTHEEXTRINSICANDINTRINSICATTRIBUTESWHICHDETERMINEDENDUSERSPREFERENCESFORARANGEOFFULLFATANDLIGHTERDAIRYPRODUCTSINTHEUNITEDKINGDOMTHEYIDENTIFIEDCLUSTERSOFENDUSERSWITHSIMILARPREFERENCESFORBOTHTHEFULLFATANDFORTHELIGHTERDAIRY
14、PRODUCTSWITHTHEINCREASINGGLOBALIZATIONOFTHEBUSINESSWORLD,COGNITION,RESPONSESTOMESSAGING,ANDTHUSINTERNATIONALMESSAGINGSEGMENTATIONISEVOLVINGINTOANEVERMOREIMPORTANTSTRATEGYFORMARKETINGSTEENKAMPANDHOFSTEDE,2002MESSAGINGCANALSOPLAYAROLEINPRODUCTDEVELOPMENTBYKNOWINGWHATCONSUMERSWANT,ANDBYIDENTIFYINGUNMET
15、NEEDS,PRODUCTDEVELOPERSCANBETTERFOCUSTHEIREFFORTSTHEKEYTHENISTOBETTERDISCOVERTHESPECIFICMESSAGES,ATASKTHATCANBECOMEDIFFICULTWHENAPRODUCTISTOBEDEVELOPEDFOR,ORSOLDINSEVERALCOUNTRIES,HAVINGDIFFERENTCULTURES,DIFFERENTFOODHABITS,ANDDIFFERENTARRAYSOFPRODUCTSAGAINSTWHICHTHENEWPRODUCTMUSTCOMPETETHEREISABODY
16、OFINFORMATIONABOUTMESSAGINGREGARDINGCHEESE,BUTNOTTOTHELEVELOFSPECIFICITYWHICHEXISTSFORRESPONSETOACTUALPRODUCTSSTUDIESREGARDINGTHECHEESECOUNTRYOFORIGINLUOMALA,2007SHOWEDTHATCONSUMERSATTACHMEANINGTOFOODSOFVARIOUSORIGINSFINNISHCONSUMERSASSOCIATEPARTLYOVERLAPPING,PARTLY,DISTINCTCOGNITIVE,AFFECTIVEANDNOR
17、MATIVEMEANINGSWITHSWEDISH,GERMANANDFRENCHFOODSTODATE,QUESTIONSREGARDINGTHEEXISTENCEOFONEAPPROPRIATEMESSAGEACROSSGLOBALMARKETSFORTHESAMECHEESEDONOTSEEMTOHAVEBEENEXPLOREDDOESEACHMARKETREQUIREITSOWNMESSAGINGTOINTERESTCONSUMERSINTHATCOUNTRYDOESTHESAMEMESSAGEPERFORMDIFFERENTLYINDIFFERENTCOUNTRIES,ANDIFSO
18、THENHOWCANTHEMARKETERCUSTOMIZETHEMESSAGETHESEAREQUESTIONSWHICHMOVEBEYONDPRODUCTTOMARKETING,BUTDEPENDVITALLYONTHESENSORYCHARACTERISTICSOFTHEPRODUCTPEOPLEBUYFOODSFORSENSORYPLEASUREASWELLASFORHEALTHANDNUTRITION,SOANUNDERSTANDINGOFWHATMESSAGINGWORKSFORFOODSMAYHELPTHEPRODUCTFINDACCEPTANCEINNEWMARKETSINSO
19、MECASES,THEMESSAGINGMAYALSOSHOWWHATHASTOBECHANGEDINTHEPRODUCTTOAPPEALTOTHENEWCONSUMERATYPICALCONSUMERMAYSEESEVERALTHOUSANDMESSAGESABOUTPRODUCTSANDSERVICESINASINGLEDAYSCHULTZETAL,1993INLIGHTOFTHEONGOING,EVERINCREASINGBOMBARDMENTOFCONSUMERSBYINFORMATION,AKEYBUSINESSOBJECTIVEISTOIDENTIFYTHESPECIFICMESS
20、AGINGWHICHCANBREAKTHROUGH,ANDTHENWHICHCANENHANCEPRODUCTACCEPTANCECOMMUNICATIONOFFOODMESSAGINGDEMANDSKNOWINGWHATTOSAYABOUTTHEPRODUCT,WHATNOTTOSAY,HOWTOSAYIT,ANDTOWHOMONESHOULDCOMMUNICATETHESTYLEOFMESSAGE,THECONTENT,ANDEVENTHETIMEOFMESSAGE,MAYALLINFLUENCEACONSUMERSRECEPTIVITYKOTLER,1997CONSUMERSARECON
21、TINUALLYCONFRONTEDWITHCOMMUNICATIONSABOUTPRODUCTSANDSERVICESHOWDOWEKNOWWHATPARTICULARELEMENTSREINFORCEAMESSAGEREGARDINGASPECIFICFOOD,ANDHOWCANTHEMARKETERANDTHECOMPANYUSETHATINFORMATIONTOSELLTHEIRPRODUCTSMOREEFFECTIVELYCONVENTIONALMETHODSTOCOLLECTDATAREGARDINGFOOD,SUCHASINDEPTHINTERVIEWS,ORFOCUSGROUP
22、S,TYPICALLYCONSIDERAREDUCEDSETOFTESTMESSAGESSUCHRESEARCHSETTINGSAREARTIFICIALVERSUSANEXTERNALWORLDWHEREMULTIPLEFACTORSMAYAFFECTCONSUMERCHOICEANDSUBSEQUENTCONSUMPTIONMATTERSBECOMEEVENMOREDIFFICULTWHENTHEDATACOLLECTIONPROCESSISLONG,EXPENSIVE,ANDIMPLEMENTEDINAGLOBALENVIRONMENTCHARACTERIZEDBYDIFFERENT,M
23、ARKETSPECIFICISSUESHAMPERINGRESEARCHEXECUTIONTOCOPEWITHTHESEISSUESRESEARCHERSHAVEDEVELOPEDOTHERMETHODSINORDERTOUNDERSTANDTHEMINDOFTHECONSUMERONEOFTHESE,FEATUREDINTHISPAPER,USESEXPERIMENTALDESIGNOFMESSAGESEXECUTEDTHROUGHWEBBASEDCONJOINTANALYSISCONJOINTANALYSIS,ABRANCHOFEXPERIMENTALDESIGNWITHALONG,45Y
24、EARHISTORYLUCEANDTUKEY,1964,ANDTHOUSANDSOFPUBLISHEDPAPERS,USESSYSTEMATICALLYVARIEDTESTSTIMULICONCEPTS,COMPRISINGDIFFERENTMESSAGES,MUCHASONEMIGHTWORKWITHSMALLTESTADVERTISEMENTSINTHECONJOINTEXPERIMENTTHERESEARCHEREXPOSESRESPONDENTSTOANARRAYOFINTERACTINGELEMENTS,IE,THETESTCONCEPTSCONSUMERSRESPONDTOTHEC
25、OMPOUNDCOMMUNICATION,INAWAYSIMILARTOWHATTHEYMIGHTRESPONDTOINTHEEXTERNALWORLDTHECOMPONENTSORELEMENTSOFTHESEMIXTURESMUSTCOMPETEWITHEACHOTHERTODRIVETHECONSUMERRESPONSETOTHETESTCONCEPTBYMIXINGANDMATCHINGTHESEMESSAGESINMANYDIFFERENTCOMBINATIONSANDDEDUCINGWHATDRIVESTHERESPONSETHROUGHPOSTHOCREGRESSIONMODEL
26、ING,THERESEARCHERIDENTIFIESTHATPARTWORTHCONTRIBUTIONOFEACHELEMENTFORTHEFOODINDUSTRY,CONJOINTANALYSISINPARTICULAR,BUTEXPERIMENTALDESIGNINGENERAL,IDENTIFIESTHEIMPORTANTELEMENTSCONJOINTANALYSISINCREASESTHESCOPEOFTHEMESSAGERESEARCH,REVEALINGWHATWORKS,FORWHOM,ANDWHEREFURTHERMORE,CONJOINTANALYSISPROVIDEST
27、HERAWMATERIALFORSEGMENTATIONBASEDUPONPATTERNSOFRESPONSESTOACTUALTESTCOMMUNICATIONS,RATHERTHANRELYINGONQUESTIONNAIREMETHODSWHERETHERESPONDENTCANGIVEPOLITICALLYCORRECTANSWERSGREENANDKRIEGER,1991WHENAPPLIEDTOMIXTURESOFCOMMUNICATIONSRATHERTHANTOSINGLECOMMUNICATIONPOINTS,EXPERIMENTALDESIGNHASBEENEXTRAORD
28、INARILYPOPULARAMONGBOTHACADEMICSANDBUSINESSPROFESSIONALS,ANDFORBOTHTHEORYOFCONSUMERBEHAVIORASWELLASSPECIFICTACTICALISSUESFORTHEBUSINESSVENTUREWITTINKETAL,1994THEFOUNDATIONALWORKUSINGCONJOINTANALYSIS,PUBLISHED45YEARSAGO,ORIGINALLYDESIGNEDTOIDENTIFYHOWCONSUMERSTRADEOFFFEATURESOFPRODUCTS,WASQUICKLYAPPL
29、IEDTOMARKETINGISSUESGILANDSANCHEZ,1997LUCEANDTUKEY,1964GREENANDSRINIVASAN,1980CONJOINTANALYSISREVEALSHOWCONSUMERSINMARKETSRESPONDTOTHEARRAYOFACTUALMESSAGINGCURRENTLYINTHEMARKETMOSKOWITZETAL,2003MOSKOWITZETAL,2002MORERECENTLY,CONJOINTANALYSISHASBEENUSEDTOIDENTIFYWHATEMOTIONSANDPRODUCTFEATURESDRIVEACC
30、EPTANCEMOSKOWITZANDGOFMAN,2007FINALLY,FOCUSINTHEACADEMICCOMMUNITYISNOWRECOGNIZINGTHEIMPORTANCEOFINDIVIDUALLEVELMODELINGEG,GREENANDKRIEGER,1996THISPAPERPRESENTSCOUNTRYLEVELINFORMATION,GATHEREDBYAGGREGATINGINDIVIDUALLEVELMODELSTHUS,EXPERIMENTALDESIGNOFMESSAGINGMAYHELPTHERESEARCHER,PRODUCTDEVELOPER,AND
31、MARKETERINACOMPANYTOIDENTIFYTHESPECIFICMESSAGINGFORAPRODUCT,BOTHWITHINACOUNTRY,ANDACROSSCOUNTRIESINTHEPROCESSOFDESIGNANDANALYSIS,WEDEVELOPEDTHREESPECIFICHYPOTHESESTOGUIDETHEDESIGN,THEEMPIRICALDATAACQUISITION,ANDTHEANALYSISHYPOTHESIS1THEREAREDISTINCTSEGMENTSOFCHEESECONSUMERSSOMESEGMENTSAREBASEDONPROD
32、UCTFEATURESANDOTHERSONTHEEXPERIENCEOFCHEESEHYPOTHESIS2SEGMENTSTRANSCENDCOUNTRIESHYPOTHESIS3SEGMENTSAREBASEDONRESPONSESTOTESTSTIMULIRATHERTHANONPEOPLESSELFEXPLICATEDATTITUDES,NECESSITATINGADIFFERENTTYPEOFDISCOVERYMECHANISMTHISSTUDYUSESEXPERIMENTALDESIGN,FOCUSINGONRESPONSESTOCONCEPTSABOUTCHEESEINTHREE
33、COUNTRIES,ANDMAKESFOURCONTRIBUTIONSTODATABASINGANDGLOBALSEGMENTATION1ITSHOWSHOWTOCREATEADATABASEACROSSCOUNTRIESFORASINGLEPRODUCT,INORDERTOUNDERSTANDTHEMINDOFTHECONSUMERINEACHCOUNTRYWITHRESPECTTOTHESAMEFOODPRODUCT,CHEESE2INCONTRASTTOTRADITIONALONESTIMULUSATATIMEMETHODSUSEDTOIDENTIFYPOWERFULMESSAGING,
34、THERESEARCHDETAILSAMOREADVANCEDAPPROACHUSINGEXPERIMENTALDESIGNOFMIXTURESEXPERIMENTALDESIGNALLOWSTHEMOREIMPACTELEMENTSTOEMERGE,EVENIFTHERESPONDENTCANNOTARTICULATEWHATISIMPORTANT3THESTUDYEXTENDSPREVIOUSMETHODSFORLOOKINGATCOMMONSEGMENTATIONACROSSCOUNTRIES,ASPARTOFANINITIALATTEMPTTOCREATEGENERAL,WORLDRU
35、LESFORSPECIFICPRODUCTSSTEENKAMPANDHOFSTEDE,20024THESTUDYSHOWSHOWTOASSIGNNEWRESPONDENTSTOONEOFTHETHREEMINDSETSEGMENTSFORCHEESE,BASEDUPONASHORTINTERVENTION,IE,ATYPINGQUESTIONNAIRE,LASTINGNOMORETHANONEMINUTETHETYPINGTOOLPROVIDESTHEOPPORTUNITYTOCLASSIFYNEWINDIVIDUALS,MAKINGITPOSSIBLETOCREATEMICROSITESAP
36、PROPRIATEFOREACHMINDSETSEGMENT,WITHTHESEMICROSITESEITHERDEVOTEDTOPRODUCTDESIGNUSINGINBOUNDINTERACTIONSWITHCONSUMERS,ORDEVOTEDTOPRODUCTMESSAGINGUSINGOUTBOUNDCOMMUNICATIONSDESIGNEDBYMARKETERSMATERIALSANDMETHODSTHEORIGINALDATABASEFROMWHICHTHESERESULTSAREDRAWNCOMPRISED20STUDIESPERCOUNTRYDEALINGWITHRESPO
37、NSETOFOODSAARTSETAL,2002THESTUDIESWEREALLOFTHESAMETYPECONJOINTANALYSISOFMESSAGINGFORAPARTICULARPRODUCT,FOLLOWEDBYANEXTENSIVECLASSIFICATIONSTUDYONESTUDYPERPRODUCTCATEGORYWASCONDUCTEDINEACHOFTHREECOUNTRIESFRANCE,GERMANY,ANDTHEUNITEDKINGDOMTHEDATABASEFROMTHE20STUDIESPROVIDESALARGESCALECROSSSECTIONOFRES
38、PONSESTOMESSAGESORAVARIETYOFCOMMONFOODS,SUCHASCOLAS,PIZZA,ETCEACHCOUNTRYHADITSOWNSETOF20STUDIESWHENAPRODUCTWASASSESSEDACROSSEACHOFTHETHREECOUNTRIES,THEELEMENTSANDTHECLASSIFICATIONQUESTIONNAIREWERETHESAMEMOSKOWITZETAL,2005THEAPPROACHTOCONSUMERUNDERSTANDINGUSINGMULTIPLE,LINKEDSTUDIESUSINGCONJOINTANALY
39、SISISRELATIVELYNEW,HAVINGBEGUNIN2001,WITHTHEAVAILABILITYOFEASYTOEXECUTE,ANDSELFAUTHOREDCONJOINTANALYSISONTHEINTERNETFOLEYETAL,2009MOSKOWITZETAL,2001MOSKOWITZETAL,2005ASOURCEGABAY,G,PAULUS,K,AARTS,P,BECKLEY,J,ASHMAN,H,MOSKOWITZ,HR“CROSSNATIONALSEGMENTATIONFORMESSAGINGABOUTCHEEESETOWARDSANEWAPPROACHTO
40、CONSUMERUNDEERSTANDING,DIRECTEDDEEVELOPMENT,ANDTARGETEDMARKETINGINTRODUCTION”,ITALIANJOURNALOFFOODSCIENCE,ACADEMICJOURNAL2009译文跨国家分割有关于奶酪的消息对消费者的理解，努力找出定向发展，和有针对性的市场营销的新方法企业利用品牌作为一项重要战略，吸引新的消费者和留住现有消费者的原创品牌，通过提高企业的市场占有率（ARNADEETAL,2009）。消费者的品牌观念和品牌的需求多样性在整个奶酪市场中占有很大的重要性。TREVISOL2005这项研究对于欧洲的奶酪消费能力在这
41、个工业模式中有一个积极的增长的作用。根据这些数据，将会提高欧盟这些国家对奶酪的需求量。此外，奶酪的消费量和它的制作工艺将会在欧盟11个国家中平均每年提升到最高。因为国家的多元化性质，在做产品之外，制造商需要把包装产品成为一个战略，以此来吸引那些出口到其他那些不知道这个品牌的却又有极强购买能力的强大分支BONETTI,2004。其中有一个战略叫市场定位KOTLER,1997，营销被定义成一个市场里面的专有名词，公司通过营销介绍这个产品，以此让消费者来购买和食用它。营销所带来的是超越那些普通的介绍，它是一种利用自己的情绪化，是一种积极的办法去吸引潜在的客户，同时可以介绍产品自身，品牌和周边产品的经
42、验。营销对品牌和产品都有促进作用。NEDRIECHANDSWAIN,2008从企业经济学角度看，国外和国内竞争对手数量增加了不少BONETTI,2004，要求公司通过增加客源来保持竞争优势。消费者代表了食物链中最重要的组成部分，对消费者的研究，企业和组织通过了解消费者的态度和购买行为有助于改善企业的营销策略。通过这些知识，调整营销和完善销售信息战略使整个市场协调到能够满足消费者的需求。重要的是要记住，一个产品的好处以及这些产品的经验的简单描述不足以触发消费者的购买欲。一个产品的更新换代不能单纯的只根据的消费者对产品的特殊需求，而是开发者必须捕捉到这个产品的开发灵感。该定义还说，个性产品能够引导
43、开发商帮助确定具体的额外元素纳入该产品当中。各种的奶酪的研究，各种奶酪的研究调查代表以产品和对消息的反应，就具体的口味，质地和奶酪相连的情感体验。例如，利格特，德雷克和DELWICHE（2005）报告说，瑞士消费者接受是其风味特色。PATTISSON和LINDGREEN（2004）报告说，在英格兰西南部最好的发展潜力的乳品行业是成熟的切工，适当的加入本地元素的新鲜奶酪。奶酪也受到经济因素和经济状态所制约。例如，在斯洛伐克乳品行业，过去集中在生产廉价大众商品。如今越来越成熟的消费者，促使公司的部分产品更具竞争力的市场KAPSDORFEROVAANDNAGYOVA,2007国家内部的分割成为了一个
44、研究项目的课题。在NORWAY，WESTAD，HERSLETH和LEA（2005年）的奶酪偏好与消费者的喜爱程度有关。在爱尔兰集中分为一个强大风味，质地坚硬，包装轮蜡巴氏杀菌奶。在包装上是一个白色的奶酪和营养信息，价格也标注在上。目前制成根据用户的喜好。他们报告的两个不同的理想产品简介部分。最后，博格和里森确定的奶酪的外在和内在，以最终用户的喜好决定了在英国的全脂乳制品范围。他们确定了两个全脂类乳制品喜好打火机的人群是最终用户群。随着世界日益增长的商业，认知，反应，信息传递的全球化，随即的，国际信息分割将永远成为一个重要的营销战略STEENKAMPANDHOFSTEDE,2002消息也在产品发
45、展中发挥着作用。通过了解消费者想要什么并查明未满足的需求，产品开发人员可以更好地集中开发他们的需求。那么，关键是要更好地发现具体信息，这会成为一项困难任务，当一个产品要开发或在几个国家销售要具有不同文化，不同饮食习惯，并针对不同的产品生产出不同的新产品已作竞争。有一个关于奶酪信息的信息机构，但不是对特殊性的而是为了应对产品中存在的实际问题而设立的。研究关于奶酪的起源国（LUOMALA，2007年）显示，消费者在意对各种附加的食品来源。芬兰消费者适合部分的重叠，部分原因是，不同的认知，情感和规范性与瑞典，德国和法国食品意义的不同。到目前为止，问题就在于同一奶酪，全球市场不存在相应的消息似乎已被探
46、讨。每个市场是否需要把自己的消息转变到消费者的利益在不同的国家，同样的消息是否执行不同的方式，如果是的话怎么能让营销人员自定义消息这些问题超出产品自身已经转移到营销，但依赖于产品的感官特征。人们购买感官愉悦，以及对健康和营养，所以一个什么样的食品信息工程，接受程度的了解食品可帮助产品找到新的市场，。在某些情况下，还可以通过显示什么信息，来应对变化产品以吸引新的消费变化。一个典型的消费者可能会在一天看到几千样产品和它的服务信SCHULTZETAL,1993在目前，越来越多的消费者挑选资料，一个关键的具体的消息可以确定和突破业务目标，那么它可以提高产品的验收。通过粮食信息的需求通信知道该怎么说什么
47、产品，什么不该说，如何说，对于他们个人来说，每个人都应该沟通的消息，内容，甚至是消息的时间，风格都可能影响消费者的接受能KOTLER,1997。消费者不断面临的产品和服务的信息。我们怎么知道消息的特定元素以加强特殊的元素进食物，以及如何才能使营销人员和公司利用这些信息来推销自己的产品变得更有效传统的收集办法，如深度访谈，焦点团体或有关的食物数据，通常会考虑减少消息的测试量。这样的研究设置与外部世界的多种因素，这些因素可能会影响消费者的选择和后续消费。项目变得更为困难时，数据收集过程是漫长的，昂贵的，并在不同市场的具体执行问题，问题的阻碍研究的特点是全球性环境中实施。为了应付这些问题，研究人员已
48、经开发了其他方法以了解消费者心目中的问题。其中之一，本文的特色，通过使用基于WEB的联合分析法执行信息实验设计。交合分析，实验设计，45年以上的历史LUCEANDTUKEY,1964，发表论文上千，采用不同的测试激励系统，包括不同的信息，就像一个小的测试，在实验中，研究人员公开交流结合受访者的互动元素，即测试概念理念。消费者把反应的问题互相进行沟通，在外部世界以类似的方式回应他们。部件或这些混合物元素必须相互竞争，带动消费者对测试的概念。通过混合和匹配，在许多不同的组合这些信息，通过事后反应推断出什么是驱动回归模型的，研究者确定，每个元素的一部分价值的贡献。用于食品工业，特别要用联合分析，但在
49、一般的实验设计分析，确定的是重要元素。联合分析提高了信息的研究范围，揭示出对他们来说用在什么作品。当应用于通讯混合物，而不是单一的通信点，实验设计已经非常流行的专业人士中，既有学者及业务，并为消费者行为理论以及WITTINK等具体的战术问题，为创业。基础性工作，用联合分析，前发表的45年，最初的设计，以确定如何权衡特点的产品消费者，很快就被应用到市场营销问题GILANDSANCHEZ,1997LUCEANDTUKEY,1964GREENANDSRINIVASAN,1980。联合分析显示市场如何应对消费者的实际阵列通讯市场目前在MOSKOWITZETAL,2003MOSKOWITZETAL,2002驱动器。最近，联合分析是用来确定什么样的情感和产品功能验收MOSKOWITZANDGOFMAN,2007。最后，社会关注的焦点现在在学术上承认）的重要性，个体层次模型。本文提出了国家一级的信息，模型通过聚合收集个人层面，因此，各国研究人员的实验设计与信息，产品开发和营销中可能会帮助一家公司为确定具体的消息和产品，同时在一个国家内。在设计和分析过程，我们制定了三项具体的假设来指导设计，实证数据采集和分析假设1有不同阶层消费者的奶酪。某些部分是根据产品的特点和奶酪其他人的经验。假设2段超越国家。假设3段是根据刺激的反应，测试态度，而不是对人
