| The development of dairy industry is of great importance in agricultural structure optimized, the enhancement of farmer's income, and the international competition in WTO frame in the new stage of our agriculture. Along with the economic development and gradual improvement of people's living standard, improving food structure and balancing nourishment are gradually becoming a general living criterion. Additionally, since people continuously recognize the dairy nourishing value, the expense and need of dairy are steadily increasing, especially more and more people who live in cities begin to implement the healthy project of "continuous milk in a lifetime". The dairy industry's markets are t enlarging sharply, and the industry is becoming a "morning sun" which has limitless business opportunities. It is very important for each corporation whose products are the dairy to grasp the chance and get a quick development.Through many years' investigation and research on dairy industry, based on a great deal of industry and market information, the writer researched and designed the marketing strategies and operation policies of Hunan Nan Mountain Dairy Limited Company. The selected topic's background and reasons of the article, present domestic and foreign conditions of research and implementation, research content and methods have been introduced at the beginning of the paper. Then the macro-environment and micro-environment faced by "Nanzi" dairy industry have been analyzed from the aspects of national dairy industrialpolicy, domestic and foreign expense and need of dairy product, consumer behavior's characters, the main competitors. The marketing strategic selection of "Nanzi" dairy industry which is involved in market competition strategy, SWOT analyze and STP strategy and others , such as differentiated operation, specialization development has been put forward. The relevant marketing mix has been determined on the basis of the above researching results. |
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