Yili Infant Formula Marketing Strategy Analysis Of Henan

Since the melamine incident, the milk industry has been in focusing attention, dairy market increasingly fierce market competition, especially foreign brands strong impact on consumer confidence missing, flat channels also brings a lot of competitive pressure. With13years of the New Deal state nine ministries milk, the milk industry has even brought to limelight. Yili Group, as China dairy industry’s largest product lines most robust enterprise, is the only one at the same time comply with the Olympic Games and the World Expo standards for the2008Beijing Olympic Games and the2010Shanghai World Expo will provide services to dairy companies, Yili milk is also a national dairy strength and most obvious advantage of the enterprise, has also been high hopes.Based on the context of the milk industry, the environment, through market analysis marketing situation, precise positioning optimization measures to enhance current marketing strategy, effectively expand their market share in Illinois, and enhance the competitiveness of enterprises, is the purpose of this research. Thesis Yili milk marketing Henan market situation for a more thorough and systematic study, by analyzing the reality of corporate marketing strategy, through the marketing environment and environmental analysis of the industry trends; through consumer demand analysis, analysis of consumer product preferences, purchase behavior analysis to4P marketing theory as the main line, put forward a marketing problem, then SWOT method to analyze the company’s marketing environment and competitors, clearly through market segments, focusing resources on investment, while accelerating channel flat and depth of distribution, marketing and service strategy to differentiate the regression sale terminal infrastructure.