Yili Normal Nemperature Yogurt Marketing Strategy Optimization Research

With the development of economy and the continuous improvement of people’s living standard, people’s life style and great changes have taken place in the consumption level. Dairy products has become an important part of the necessaries of life in urban and rural areas, the demand is also gradually increase, to some extent this led to the rapid development of dairy industry in our country. Dairy industry rapid development and mature at the same time, the market competition is increasingly fierce, how to make effective marketing strategy, expand the market share of enterprise products become a primary issue in the development of enterprises. Yili group sales in 2014 reached 55 billion yuan, and yili as the world’s top 10 dairy, China’s first new heights to continuous innovation lead development of dairy industry, enterprise’s goal is to enter the world in 2020 dairy 5 is strong.Currently has liquid milk, yoghurt, ice cream, milk, cheese, five series more than 400 items. As China’s largest dairy industry leader, yili group, at the same time of rapid development, the enterprise marketing strategy is faced with many challenges.Based on yili An Mu Xi market operations as the research object, based on the theory of marketing, yili yogurt at room temperature based on the actual situation and the development present situation, the integrated use of SWOT and porter five forces model and other related marketing theory analysis of the internal environment and external environment facing the An Mu Xi, from An Mu Xi product strategy, price strategy, channel strategy and promotion strategy, etc to parse An Mu Xi marketing strategy, and puts forward Suggestions for improvement and optimization, thus provide operational basis for Erie An Mu Xi market marketing strategy, also for other enterprise marketing strategy formulation provides the reference and revelation.This thesis is divided into six parts. The first part mainly thesis research background, research purpose and research significance, research status at home and abroad and the research train of thought and so on carries on the brief introduction of the; The second part of associated with this article elaborates the marketing theory and comb, mainly including 4 p marketing theory, market segmentation, target market and positioning theory; The third part of yili An Mu Xi beverage marketing strategy analysis, through the SWOT analysis method and the model of porter’s five analysis An Mu Xi analysis of internal and external environment and industry environment, summarizes the An Mu Xi currently facing the advantages and disadvantages, opportunities and threats. The fourth part from the An Mu Xi STP strategy analysis, market segmentation of An Mu Xi selection and positioning; The fifth part is the marketing strategy to improve part, focusing on An Mu Xi target market selection, positioning strategy, product strategy, price strategy, channel strategy and promotion strategy is analyzed and the research; Marketing strategy optimization Suggestions; The sixth part is Mu Xi content marketing strategy implementation safeguard. Conclusion part of this thesis, summarizes this thesis apply the theoretical knowledge to solve the Erie An Mu Xi sales breakthrough problems.Based on the analysis of yili An Mu Xi marketing environment, on the basis of systematically construct the marketing strategy of yili yogurt An Mu Xi at room temperature, can be normal temperature yogurt other enterprise marketing strategy formulation and implementation of provide a reference basis.