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1、中文摘要没有找到和伊利以及其他品牌相关联的规则，说明在本次样本中，伊利以及其他品牌和消费者特征之间不存在规律性的，有效的联系。文章在从两个角度研究了二者关系的基础上，根据两个模型所得到的结论，对昆明市牛奶市场做了总结，并对牛奶生产者、销售者以及消费者提供了建议。关键词：消费者；牛奶品牌；昆明；神经网络；关联规则；IIAbstractAbstractWiththedevelopmentofeconomy,andtheimprovedpeople'slivingstandards,moreandmorepeoplepayattentiontothehealthyeating.T
2、hemilk,asahealthyfood,alsogetsthepeople’sattention.Withtheawarenessofbrandgettingstrengthen,milkconsumerpaymoreattentiontochoiceofmilkbrand.Brandiscloselyrelatedwiththeconsumer’sconsciousnesstoacommodity,whichisarepresentofthevalueofacommodityandconsumer’judgementandemotionalconnectiontogo
3、ods.So,howmilkconsumerschoosemilkbrand?Whicharethemainfactorsthatimpactthebehaviorsofthemilkconsumers?Dotheconsumerscharacteristicswillaffectconsumerchoiceofmilkbrand?Alltheseproblemsconfusethemilkconsumers,theanswertowhichgettheconsumers’focus.Alittleofstudyisresearchedontheaboveproblemsb
4、othhereandabroad,.Tothequestionofhowtomakeamilkchoice,mostofthestudiesareconductedfromtheperspectiveofthemilk,。Fewresearchershavestudiedfromtheangleofmilk.,nottomentiontheangleofmilkbrand.ThispapertakesKunmingcityofYunnanprovinceasanexample,researchesthebehaviorofmilkconsumermakingbrandcho
5、ice.andstudiesthelinkbetweentheconsumercharacteristicsandtheirbest-lovedmilkbrand.Inthispaper,theresearchstepsare:first,onthebasisofreadingrelatedliteratures,Iestablishthepurposeofthisstudy,designthequestionnaire,thenconductthequestionnairesurveytoobtaindata,.Second,selectconsumers’gender,
6、age,educationallevel,familyincomeandthenumberofaconsumer’familyastheinfluencefactors.Inthequestionnaire,weselectninemilkbrands,owingtothelimitedsamplesize,Iclassifytheninebrandsintofourcategories,respectively,Mengniu,Yili,Xuelanandothers.Thearticleanalyzestheproblemfromtwoperspectives.Thef
7、irstpointofview,makingthemilkbrandasadependentvariable,usemodeltofitit.Firstly,accordingtopreviousstudies,usingmultinomiallogitmodeltofitit,buttheresultisunsatisfactory;Thenusingmachinelearningalgorithms,thatisneuralnetworkmodel,tofit.Comparingtheresultsofthet
