A Marketing Strategy Study Of Infant Milk Formula Based On Consumer Behavior Analysis

As Chinese economy booms and vast market expands, infant milk formula market, a fully open competitive market, is facing fierce competiveness. The IMF (infant milk formula) industry focuses on discussing how to develop appropriate marketing strategies for companies to cope with such critical challenge.This thesis, by reference to consumer behavior model and factors which influence consumer behavior, analyzes IMF market and product characteristics. It also discusses marketing strategies for IMF industry on the basis of survey data of consumers. Furthermore, the paper takes Company D as example, points out its problems and weakness of promotion strategy in supermarket channel, after a comprehensive analysis of Company D’s current marketing strategy model. Based on the results above, the thesis puts forward some marketing strategies for Company D’s Supplemental Milk Formula:data base marketing, correct market positioning, differentiated marketing strategy, improving brand loyalty, corresponding display on pilot stores, increased exposure to stimulate buying etc. The effectiveness of these strategies has been proven and it helps follow-up companies a lot to develop more marketing strategies.