1. What is the frequency of your purchase of Yili dairy products?/ 您购买伊利乳制品的频率是? A. Every day / 每天 B. 2-3 times a week / 每周 2-3 次 C. 1 time a week / 每周 1 次 D. 1-2 times a month / 每月 1-2 次 E. Rarely buy / 很少购买
2. What channel do you mainly use to buy Yili dairy products?/ 您主要通过哪种渠道购买伊利乳制品? A. Supermarket / 大型超市 B. Convenience store / 便利店 C. Online e-commerce platforms (Taobao/JD/Pinduoduo, etc.)/ 线上电商平台（淘宝 / 京东 / 拼多多等） D. Community group buying / 社区团购 E. Yili offline stores / 品牌线下门店
3. Which type of Yili dairy products do you prefer?/ 伊利旗下的乳制品中，您更偏好哪种类型? A. High-end pure milk (e.g. Jindian)/ 高端白奶（如金典） B. Ambient-temperature yogurt (e.g. Anmuxi)/ 常温酸奶（如安慕希） C. Functional beverages (e.g. Changyi 100%)/ 功能饮料（如畅意 100%） D. Fresh milk / 鲜奶 E. Milk powder/cheese and other categories / 奶粉 / 奶酪等其他品类
4. How did you first know about Yili's brand/products?/ 您最初通过哪种方式了解到伊利的品牌 / 产品? A. Olympic and other national event cooperations / 奥运等国家级赛事合作 B. Social media/KOL promotion (Douyin/ Xiaohongshu/Weibo, etc.)/ 社交媒体 / KOL 推广（抖音 / 小红书 / 微博等） C. Offline advertising (outdoor/supermarket posters)/ 线下广告（户外 / 商超海报） D. Television advertising / 电视广告 E. Word of mouth from relatives and friends / 亲友推荐
5. What is your perception of Yili's brand cooperation with Olympic and other national events?/ 您对伊利与奥运等国家级赛事的品牌合作感知如何? A. Very recognized, greatly improving brand favorability / 非常认可，大幅提升品牌好感度 B. Relatively recognized, thinking the brand is powerful / 比较认可，觉得品牌有实力 C. Neutral, no special feeling / 一般，没有特别的感受 D. Not very recognized, thinking the relevance to products is low / 不太认可，认为与产品关联度低 E. Do not care at all / 完全不关注
6. How much do you pay attention to Yili's marketing content on social media (Douyin/Xiaohongshu, etc.)?/ 伊利在社交媒体（抖音 / 小红书等）的营销内容，您的关注程度是? A. Often pay attention and browse actively / 经常关注，会主动浏览 B. Occasionally come across and check briefly / 偶尔刷到，会简单查看 C. Come across but do not pay attention / 刷到但不会关注 D. Rarely come across / 很少刷到 E. Never use relevant platforms / 从不使用相关平台
7. In the ambient-temperature milk market, which do you prefer between Yili and its main competitors?/ 在常温奶市场，您在伊利和主要竞品中，优先选择? A. Only Yili / 只选伊利 B. Prefer Yili, occasionally choose competitors / 优先选伊利，偶尔选竞品 C. No preference, choose randomly / 无偏好，随机选择 D. Prefer competitors, occasionally choose Yili / 优先选竞品，偶尔选伊利 E. Only competitors / 只选竞品
8. In the milk beverage market, which do you prefer between Yili and its main competitors?/ 在乳饮料市场，您在伊利和主要竞品中，优先选择? A. Only Yili / 只选伊利 B. Prefer Yili, occasionally choose competitors / 优先选伊利，偶尔选竞品 C. No preference, choose randomly / 无偏好，随机选择 D. Prefer competitors, occasionally choose Yili / 优先选竞品，偶尔选伊利 E. Only competitors / 只选竞品
9. What is your recognition of the health attributes of Yili products (e.g. low fat/high calcium/no additives)?/ 您对伊利产品的健康属性（如低脂 / 高钙 / 无添加）的认可度是? A. Very recognized, the core reason for purchase / 非常认可，是购买的核心原因 B. Relatively recognized, taken as a purchase reference / 比较认可，会作为购买参考 C. Neutral, thinking no difference from similar products / 一般，觉得和同类产品无差异 D. Not very recognized, thinking publicity is inconsistent with reality / 不太认可，认为宣传与实际不符 E. Do not care about product health attributes / 不关注产品健康属性
10.How clear is your cognition of Yili's multi-brand matrix (Jindian/Anmuxi/Changyi, etc.)?/ 伊利的多品牌矩阵（金典 / 安慕希 / 畅意等），您的认知清晰程度是? A. Very clear, able to distinguish the positioning of each brand / 非常清晰，能区分各品牌定位 B. Relatively clear, knowing the differences of major brands / 比较清晰，知道主要品牌的差异 C. Neutral, only knowing individual brands / 一般，只认识个别品牌 D. Not very clear, easy to confuse with competitor brands / 不太清晰，容易与竞品品牌混淆 E. Do not understand at all / 完全不了解
11.Do you think the price positioning of Yili products is reasonable?/ 您认为伊利产品的价格定位是否合理? A. Very reasonable, extremely cost-effective / 非常合理，性价比极高 B. Relatively reasonable, moderate cost-effective / 比较合理，性价比适中 C. Neutral, average cost-effective / 一般，性价比普通 D. Not very reasonable, overpriced / 不太合理，价格偏高 E. Completely unreasonable, price is much higher than value / 完全不合理，价格远高于价值
12.What is the impact of Yili's marketing activities (e.g. discount/gift/co-branding) on your purchase decision?/ 伊利的营销活动（如满减 / 赠品 / 联名），对您的购买决策影响是? A. Great impact, buy actively because of activities / 影响极大，会因活动主动购买 B. Relatively great impact, prefer to buy when there are activities / 影响较大，有活动会优先购买 C. Neutral, activities have no impact on purchase / 一般，有无活动不影响购买 D. Slight impact, buy because of activities only occasionally / 影响较小，仅偶尔因活动购买 E. No impact, never care about marketing activities / 无影响，从不关注营销活动
13.What is your loyalty to Yili brand?/ 您对伊利品牌的忠诚度如何? A. Extremely high, will not change brands easily / 极高，不会轻易更换品牌 B. Relatively high, will not change unless in special circumstances / 较高，非特殊情况不会更换 C. Neutral, may change due to external factors / 一般，可随外界因素更换 D. Relatively low, easily attracted by competitors / 较低，容易被竞品吸引 E. Extremely low, no brand loyalty / 极低，无品牌忠诚度
14.What is the core factor for you to choose Yili dairy products?/ 您选择伊利乳制品的核心因素是? A. High brand awareness / 品牌知名度高 B. Good product quality/taste/ 产品质量 / 口感好 C. Attractive marketing activities / 营销活动有吸引力 D. Reasonable price / 价格亲民 E. Convenient purchase channels / 购买渠道便捷
15.Overall, what is your satisfaction with Yili's current overall marketing strategy?/ 综合来看，您对伊利当前的整体营销策略满意度是? A. Very satisfied / 非常满意 B. Relatively satisfied / 比较满意 C. Neutral / 一般 D. Not very satisfied / 不太满意 E. Completely dissatisfied / 完全不满意