我国乳制品消费有了长足的增长,但市场快速扩张的难度逐渐增大。本文从消费者的角度分析了影响乳制品消费的一些相关因素,并提出了相应的对策。由于消费者的观念和知识对乳制品消费影响甚大,建议企业在培养市场和教育消费者方面进行更加积极的工作。重视媒体的作用,注重开拓农村和小城镇市场,重视培养小消费者,是市场拓展的重要策略。 The consumption of dairy products in our country has made great strides, but the difficulty of rapid market expansion gradually increases. This article analyzes some relevant factors affecting the consumption of dairy products from the perspective of consumers and puts forward corresponding countermeasures. As consumer attitudes and knowledge have a huge impact on dairy product consumption, it is recommended that businesses be more proactive in developing their markets and educating their consumers. Emphasis on the role of the media, pay attention to developing rural markets and small towns, focusing on training small consumers, is an important strategy for market development.