Gansu Hualing Group Tibetan Yi Bao Yak Protein Powder Marketing Strategy Research

Gansu Hua Ling Industrial Group is located in Gannan Tibetan Autonomous Prefecture cooperate City, is a collection of casein and sales, import and export trade, utilities, eco-tourism, biotechnology fields, industrial technology development, urban construction, halal food production as the integration of modern enterprise Group.Among them, Hua Ling Group founded China’s largest production base of yak milk casein by owning the unique resource advantages of plateau yak milk, being the yak milk casein brands. It is the industrialization of agriculture key state enterprises, the national poverty alleviation leading enterprises and high-tech business. In addition to domestic subsidiaries, both in Hamburg and New York City have two owned company. Sales channel covered the whole country and products exported to86countries and regions, such as the EU, the United States, the Middle East, Africa and Southeast Asia, the EU, the United States, the Middle East, Africa and Southeast Asia. The annual export volume is in the level of$50million. Casein domestic products accounted for about70%of the annual output of the industry’s total output, exports accounted for about60%of the industry’s total output.Gansu Hua Ling Group’s profit is declining gradually under the dual pressures of market competition and the rising cost of raw materials. Based on the needs of strategic development, the Hua Ling Group has to adjust the current business model and extend the new market opportunities. Since2012, after nearly two years of market research, the Group established the business development strategy of extending the manufacturing industry value chain. Relying on the yak milk resource explores the final consumer market and promotes the business model transformation from the production of intermediates to the end-consumer business model. Registered the brand of "Tibetan Yi Bao" indicates a trademark of new business development direction, however, based on the "Tibetan Yi Bao" yak milk protein powder for future development, the urgent need for a systematic marketing strategy plan as a guide, this is the purpose and value of the article.In order to guide the business of the Group, this article using the "Tibetan Yi Bao" yak milk protein powder project implementation as the background, writing the marketing strategy programs and utilizing the theories and methods which have learned. First, the paper described the background, significance, technical routes and methods; Secondly, the article provides the necessary theoretical support for follow-up studies through combing through settling the system of business administration theory; Thirdly,the article provides a systematic and comprehensive analysis combing the market environment and industry environmental; fourthly, Based on the analysis and research data to guide research on the theory, establishes the "Tibetan Yi Bao" yak milk protein powder target market strategy, which is the core thesis. Established market position of major projects, namely "postoperative nutritional experts", and for different market segments, namely abortion recovery, monthly child-and postoperative rehabilitation tonic type market segments, choose to implement differentiated marketing strategy. Fifth, the article focus on the target market strategy developed a strategy for the implementation of the marketing mix strategy; Finally, the article formulates the specific safeguards to the implementation of marketing strategies.