Research On Marketing Strategy Of Haagen Dazs In China

The fast development of food industry market in China in recent years, a lot of the influx of foreign brand makes the increasingly fierce market competition, for the business for many years in China still has a great challenge for the future development of haagen-dazs, under the background and economic trends in today’s society,transformation and upgrading of domestic companies is also bear the brunt of the problem.The haagen-dazs marketing strategy in China, found the existing problems and challenges and put forward relevant Suggestions, not only can help haagen-dazs future better development, and can also be starting to draw lessons from and study of domestic enterprises.This paper firstly combed the haagen-dazs internationalization development course and current situation in China’s development, and on the basis of the PEST, five model and SWOT analysis method, deeply analyzes the haagen-dazs operating in China’s internal and external environment, on the basis of summarizing the haagen-dazs implementation of marketing strategy, and its implementation strategies are reviewed and put forward some feasible Suggestions and reference for Chinese enterprises.This paper argues that the success of the haagen-dazs is the accurate positioning, brand building and the unique experience marketing model, haagen-dazs efforts to do a good job in every detail, make customers enjoy the consumption experience every time.Through the study found that haagen-dazs on pricing, promotion and service level still have improvements, this paper also puts forward the related Suggestions, moreover haagen-dazs high standards of product quality and innovation ability, etc, is very worth learning of Chinese enterprises.