Research On The Marketing Strategy About Yi Li Cold Drink In Tinjin

Inner Mongolia Yili Industrial Group Limited by Share Ltd is the domestic dairy enterprise, one of the five Division under the Erie cold division is the origin of Yili Industrial Group, has an important significance for the development of the group, and the development of beverage marketing strategy and implementation to the vital role in the development of the Erie cold division. Erie cold drink business relates to the country, although the various regions of the country will follow the overall marketing strategy of cold drink business ministry, but in different regions were also developed in line with marketing strategy and target of this region. Therefore, this paper will study the area set up in the Tianjin market, the main analysis of the Erie cold drink marketing strategy in Tianjin market.Research method this paper uses a combination of theory and practice, this paper is divided into six chapters, the first chapter is the introduction, this paper puts forward the research background and significance, research contents and methods. The second chapter is an overview of marketing management theory and analysis tools. First introduced the concept of marketing, then introduces two theories of marketing management-- the 4Ps combination of marketing theory and STP theory, and marketing strategy management, through the study of literature, summarizes the overview of the marketing strategy of domestic and foreign enterprises, and finally introduces the analysis tool-- SWOT analysis tools and Potter "five force model" analysis tool. The third chapter is the analysis of the present marketing strategy the Erie cold in Tianjin market, analyzes the advantages, market weakness, opportunity, threat, buying bargain ability, bargaining power of suppliers, potential entrants, competition ability and the ab ility in the threat of substitutes. The fourth chapter is the Erie cold in the development of Tianjin marketing strategy, on the basis of the two theories of marketing management, put forward the accurate marketing strategy of product management system, price system, channel diversification, integrated marketing. The fifth chapter is the Erie cold drink in the implementation and guarantee of Tianjin marketing strategy, from the optimization of the organizational structure, strengthen internal management, strengthening of human resources management, construct excellent enterprise culture, enhance the cohesion of the enterprise, strengthen the propaganda to the family in the high-end market, building four brand and put forward the guarantee scheme. The sixth chapte is ending.This paper bases on the theory of marketing and strategy management, analysis of the Erie cold Tianjin marketing strategy from the current situation, the strategy formulation, implementation of the whole process control to do a comprehensive analysis. Finally, this paper argues that the Erie cold drink, want to gain a firm foothold in Tianjin market, increasing market share, only according to the market change constantly change its marketing strategy, the marketing strategy formulation and implementation and the market, so, the Erie cold drink can go more stable and further.