关键词: 液态乳品行业, 消费者满意度, 回归模型, 夏普利值（Shapley Value）, 指标体系

Abstract: [Objective] Satisfaction research is widely applied in non-FMCG industries,particularly in retail,finance,and aviation services,yet it remains largely untapped in the FMCG sector.This study constructs a satisfaction index system for the liquid dairy product industry,aiming to provide insights and reference strategies for enhancing product satisfaction and refining consumer experiences. [Method] An online questionnaire survey was conducted using random and targeted sampling, along with sample augmentation method to collect data. Regression models and Shapley Value analysis are employed to identify important consumer experience touchpoints and indicators. [Result] A consumer satisfaction indicator system is developed,encompassing 4 secondary and 33 tertiary indicators,while considering market share in the assessment of brand/category importance. [Conclusion] The satisfaction scores measured by the indicator system align with market sales data.The analysis of MOTs driving overall satisfaction suggests that consumers’ current demands for liquid dairy products are primarily focused on the physical level.Therefore,Dairy company should prioritize attention to the purchase and usage experience, and then gradually meet the needs for emotional connection.

Key words: liquid dairy industry, consumer satisfaction, regression model, Shapley Value, index system