| Along with the development of the national economy and the improvement of living standards, dairy products become the residents’ daily life necessary nutrition food.At the same time, consumer demand for dairy products quality put forward higher and more, especially to drink milk, cheese, yogurt high value-added product demand.Combined with the New Deal, dairy industry increasingly competitive, increasingly enlarged in the contradiction between supply and demand, dairy industry will usher in a new round of reshuffle.With several exploitations,dairy enterprises in our country has recognized the one-sided pursuit of market shareand brand awareness should be forbidden and what more important is to find a suitable profit model of development, so as to maintain the core long-term competitiveness and profitability in the market competition.In this thesis, the approach of literature analysis and case analysis are applied.Firstly,this thesis gives the description of the background, purpose,meaning and literature review of case studies. Based on the summary and absorption of foreign earnings model theory,this thesis aims to constitute the profit model of dairy industry and propose a new definition for the dairy industry.Secondly,it shows the development process and value chain of Mengniu and further analysis the Mengniu company profit model of the key elements- profit leverage, barrier.Thirdly,it select the Mengniu company 2009-2014 annual report of the financial data and analyze its profitability and cash flow and evaluate its profit model from a financial perspective.Through study, Mengniu company should stick to and develop the product innovation, and actively explore new profit point; adhere to quality guarantee to magnet enterprise profit source; continue to push forward the international resources integration to strengthen the profit barrier.Medium and small dairy companies should adhere to create differentiated products, in order to obtain the safeguard of survival and competition. |
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