Research Dairy Marketing Operation Strategy Imports

With the China’s dairy industry melamine incident happening in2008and thefollowing series of dairy safety incidents, Chinese consumers lost their confidence in thedomestic dairy products. This consumer consumption tendency provides a hithertounknown opportunity to seize the market in China for foreign dairy products directly. Inmore than ten years,Imports of dairy industry in China developed very well, many foreignwell-known dairy brands had to enter the demand-growing market. It makes thecompetition between imported dairy products became very intense. Therefore, in the viewof current developing situation of imported dairy industry in China.The development ofmarketing strategy appropriately has become a pressing matter of the moment businessoperation.Marketing strategy is the process of enterprise marketing department according to thestrategic planning, considering the internal and external market opportunities resources andother factors, determining the target market,selecting the appropriate combination ofmarketing strategy and implementation and control effectively. Developing the strategicmarketing plan is a process of interaction,it is a process of creation and repeated. Themarketing strategy as an important strategy, its main purpose is to improve the utilizationefficiency of enterprise marketing resources, maximizing the utilization efficiency ofenterprise resources.Through the analysis on FJ company, an imported dairy productsindustry representatives, in the operation strategy of marketing aspect,this thesis used themethod of literature research, survey research, chart analysis, SWOT analysis and otherresearch methods, analyzed the problems of marketing strategies operation, and gave therationalization proposals to FJ company in running the marketing strategy.For example,the reasonable arrangement of various posts work responsibilities in market department,establishing company image marketing and brand marketing integration strategy, makingfull use of the network and mobile phone marketing strategy, and how to evaluate theeffect of operation strategy marketing ideas. These proposals pointed the direction for thenext step of making marketing operation strategy.These proposals have certain referencesignificance for other imported dairy products agents in marketing operation strategy andimplementation in China.