The Marketing Tactics' Research Of ShaanXi HengKang Dairy & Food Co.Ltd

Since the reform and open policy, the Chinese dairy industry has got fast development with continuous development of national economy and improvement of the people's living standard. In particular, it was pulled by strong needs in the last few years, the dairy industry has already became the best industry which develop quickly and growth well.ShaanXi HengKang Dairy & Food Co. Ltd (abbreviated as " ShaanXi HengKang Dairy ") is one of affiliated company of Shanxi Science Technologies Co. Ltd(abbreviated as" ShanXi HengKang Dairy "),it set up August 2004 in Shaanxi Province YangLing Agricultural High-tech Industries Demonstration Zone. At present, ShaanXi HengKang Dairy has not gone into operation formally, It's estimated that the company will put into operation at the end of October 2005 .As an one of new company which established recently , how the company make its dairy products put into market smoothly, approved by consumers, obtain certain occupation rate of market,, and progressively realize its target which make Shaanxi Province as its core and the core drives the whole northwest dairy products market, it's the most important problem which ShanXi HengKang Dairy must be solved.This text use marketing theories such as the goal marketing, brand marketing, through massively investigate and read the literature materials, objectively analyzed the ShaanXi HengKang Dairy's inside and outside environment, pointed out the ShaanXi HengKang Dairy's superiority, inferiority, opportunity and threat in the Shaanxi market, and determined the goal market of ShaanXi HengKang Dairy in this foundation. The writer made a system of marketing strategy for ShaanXi HengKang Dairy which is the key point in the text, it include the product strategy, the pricestrategy, construction and management of retailed channel, and the sale promotion. At the same time, in order to guarantee these strategies put into use smoothly, the writer finally put forward some operational suggestions in the text for the enterprise. Above the findings, hope to provide some helps for ShaanXi HengKang Dairy later development.