调查了呼市地区母乳喂养情况(喂养率为28.8%),其婴幼儿配方乳粉品牌数多达30种。品牌排序前五为伊利30.5%,多美滋7.0%,贝因美6.3%,雀巢5.3%,雅士利2.7%;国内外品牌比为63.1:36.9。150~300元奶粉的消费量占64%,150元以下占17.1%,300元以上占18.8%。每月消费2~3罐/盒的占75.8%。0~4月龄开始婴儿乳粉喂养的家庭占47.7%。影响品牌选择的因素中“亲朋推荐”为最高(29.2%);其他影响高为电视广告、相关知识、网络;医院推荐和超市促销仅占6.3%和5.5%;省市级医院有推荐特种奶粉和国外品牌促销现象。建议国产品牌坚持走亲民路线,给广大百姓提供高品质更实惠的产品。 The situation of breastfeeding in the Hohhot area was investigated (feeding rate was 28.8%), and there were as many as 30 branded infant formula milk powder brands. The top 5 in the ranking of brands is 30.5% for Yili, 7.0% for Dumex, 6.3% for Bein America, 5.3% for Nestlé, 2.7% for Yashili, and 63.1: 36.9 for domestic and foreign brands. Consumption of milk powder for 150-300 yuan accounts for 64%, and accounts for less than 150 yuan. 17.1%, more than 300 yuan accounted for 18.8%. Monthly consumption of 2~3 cans/box accounts for 75.8%. Between 0 and 4 months of age, 47.7% of infants started feeding baby milk powder. The factors affecting brand selection are “relationships with relatives and friends” for the highest (29.2%); other high impacts are television advertising, related knowledge, and networks; hospital recommendations and supermarket promotions account for only 6.3% and 5.5%; provincial and municipal hospitals have recommendations Special milk powder and foreign brand promotion phenomenon. It is recommended that domestic brands adhere to the people-to-people line and provide the general public with high quality and affordable products.