Nanjing Dairy Group's Liquid Milk Market In Nanjing, Marketing Strategy Research

Since china's economic reform and opening domestic market to the overseas, people's living standard has been greatly improved and the people demand more and more dairy products. The increasing demand leads to sharp competition between the dairy enterprises. At present, the competition is becoming sharper and sharper; the dairy products are becoming more and more alike. Facing the stronger competitors, how can Nanjing Dairy Group Crop, break the difficult point of marketing and find out wider space to develop? Nanjing Dairy Group Crop, must put much energy into studying the problem.Firstly, this paper analyzes the outside environment of Nanjing Dairy Group Crop., and points out it is in a good macroscopic environment. Then analyzes its competitors. Secondly, based on the market survey and relative material, the paper analyzes the consumer's behaviour of Nanjing market. Thirdly, the paper analyzes the internal condition of the Nanjing Dairy Group Crop, and discusses its opportunity, threaten, superiority and inferiority. Fourthly, the geography factor and the consumer's interest are used to subdivide market, and then make the decision of the subdivision market and target market. Then the market position of Nanjing Dairy Group Crop, is fixed. Finally, 4C marketing theory is applied to discuss the marketing tactics of liquid milk of Nanjing Dairy Group Crop. .The paper uses Nanjing Dairy Group Crop, as the background, to begin with the consumer's behaviour studying, and apply AHP to appraise the attraction of every subdivision market and to select the target market, in order to provide objective and operational marketing tactics.