Research On Marketing Environmental And Policy Of Shangling Dairy Industry

In recent years, the rapid development of the production of diary in Ningxia. The storage and cultivation of diary continue growing rapidly. The basic industrial production pattern of a processing enterprises as a leader,during producing areas as a production base, diary association and the fresh milk purchase site as a mediation. The overall level of the Ningxia diary is more higher. It has become an important pillar industry and emerging industries both in agriculture and economic development of countryside in Ningxia. But since the second half of 2007, feed prices have gone up considerably, raise of the production cost and the price of imported milk powder has doubled, increasingly fierce the domestic milk market competition bring influence to a normal diary production in Ningxia. Under the competition, problems in the diary production come out in Ningxia.In this paper, based on the full market research,under the guidance of the theory of marketing and analysis of correlation,It indicated the internal and external environment, deeply analyzed the existing problems and the causes of the problems in Shang ling. It finally decided the marketing policy, and give advice to improve the product strategy, product policy, price policy, channel policy and promotion policy.