A Study On The Marketing Strategy Optimization Of MN Liquid Milk With The Changes Of Marketing Channel

China is the world’s second largest economy. The government concerns how toimprove people’s health and develop the economy simultaneously. Dairy products areconsidered to be the most nutritious foods of all，the Chinese government guidelineset goals for the annual consumption per capita of dairy goods that will be36kilo by2020due to the low level of consumption. How to boost liquid milk sales in modernmarketing channels play an important roles in improving diet and nutrition level underrapid economic growth, fast change in rural and urban structure, modern marketinggradually becoming the mainstream of China retail.At present, every liquid milk producer established they through theimplementation of policy and strategy headquarters, to achieve product distribution inevery shop in modern marketing channel. In order to enhance the efficiency and effectof distribution, the liquid milk brand manufacturers and retail customers haveestablished from headquarters to the region to store cooperation.Increasingly high degree of concentration of chain customers, the more and morecompetitive retail stores, shortage of high quality milk source, changing consumerdemand and the influx of imported milk, are practical problems facing manufacturers,the domestic liquid milk production accordingly, modern marketing channelmarketing strategy is more efficient with extraordinary the significance of. Chinadairy enterprises want to continue to maintain the leading position now in the nextfew years, or consolidate the leading position, it must be in the product innovation atthe same time, to consider the future of the development of marketing channel fromthe height of the competition.It is in this context that this paper select modern marketing channel strategy ofMN dairy enterprise by Share as the research object.The work was performed byanalyzing the liquid milk industry’s market segmentation, target market and marketpositioning,which was based upon STP.And the PEST analysis was utilized todescribe the environment faced by liquid milk industry in China from standpoints ofthe political, economic, social and technical level.And then SWOT analysis wascarried out to deal with the opportunities, threats, advantages and disadvantages ofdevelopment of liquid milk industry.At last,from the angle of4P and from the strategic point of view of resources, dynamic strategic chosen by MN.was determinedbased upon the the practical use of SWOT analysis.In order to ensure the successfulimplementation of modern marketing channel strategy, the article further analyzed theenterprise culture, Departmental mission, organization structure, channel mode,advised that MN in a modern marketing channels should adapt the direct mode or thesemi-direct mode,By so doing, resources would be economized, channel efficiencywould be improved, which makes better the development of modern marketingchannels.The modern marketing channel strategy of the MN was debated in this paper, butignored was the integration with traditional marketing channels which would be thesubject in future research.