為了解金門縣畜產試驗所生產的青草地鮮乳品牌形象與消費體驗滿意度等相關議題，首先了解金門地區民眾對鮮乳的消費習慣，接著檢視民眾對當地牛奶品牌以及畜產試驗所的品牌形象認知程度，最後分析品牌的認知是否傳遞到品牌的忠誠度。為回答上述的研究議題，本文以自行發放問卷的方式為之，自2023年1月10日至2月10日止，採用Google線上問卷共回饋433份問卷，有效問卷共計411份。問卷題項分成9項被解釋變數與7項解釋變數，並利用STATA統計軟體進行實證分析，依據描述性統計結果顯示，很常喝鮮乳佔 58%與每日喝鮮乳佔 21%，並有比例高達 96.2% 清楚金門地區的青草地鮮乳品牌，顯示地區品牌的知名度頗高，但僅有 76% 願意花更多錢購買青草地鮮乳，本結果表示雖然青草地鮮乳具有很高的知名度，但消費者滿意度、忠誠度仍有待加強。後續將提升消費者滿意度列為重點項目，以提升與維持地區民眾對於品牌的滿意度。

In this study, the consumers who purchased Green Pasture Milk produced by the Kinmen Livestock Research Institute were taken as the research object. From January 10 to February 10, 2023, a total of 433 questionnaires were returned using the google online questionnaire, and a total of 411 valid questionnaires were received. According to the returned questionnaires, descriptive statistical results are described according to the contents of the questionnaires, which are divided into 9 explained variables and 7 explanatory variables, and the statistical software STATA is used for empirical analysis. According to the descriptive statistical results, 15.2% drink fresh milk very often and 21.5% drink fresh milk every day, and the proportion is as high as 96.2%. Although Green Pasture milk has a high reputation, consumer satisfaction still needs to be strengthened. In the future, the improvement of consumer satisfaction will be listed as a key project to improve and maintain the satisfaction of the local people with the brand.

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