In-depth Marketing Application In China's Dairy Industry

ABSTRACT:In the form of overall economic downturn in 2008,"the melamine incident," the crisis incident, and the dairy market has been hit and is still the recovery process. For the current dairy industry, if in the tough market environment in order to survive and develop, they must be advanced marketing concepts to restore consumer confidence and consumer demand, to gain competitive advantage. Establish a scientific and effective marketing model is in line with the market the depth of the inevitable choice.Through long-term follow-up study to the Olympic marketing strategies of Yili, analyzing its Success and weaknesses, especially the specific tactics operated in the Beijing Olympic marketing. This paper first expounds the theory of in-depth of marketing, including the background of in-depth marketing theory, concepts, content and theoretical basis; Secondly, this paper describes the dairy industry in China, analyzed the marketing of dairy enterprises need in-depth marketing theory; Thirdly, the paper reviews the strategic plan of the Beijing Olympics marketing, and marketing performance of the Yili Group; then the paper emphasizes on marketing strategies of Yili in the Games, and provides a systematic analysis; Finally, the paper analyze and summarize the implementation of in-depth marketing mode, and hope the conclusion provide recommendations for the dairy.