Research On Marketing Strategy Of Mengniu Group Based On Corporate Social Responsibility

In the21st century, the competition among enterprises become intensive, and the company management idea as well as the marketing strategy have changed significantly. In the process of operation, a number of enterprises have realized that only when the company fulfills its social responsibility, can its market competition be enhanced to keeping sustainable development. A considerable number of enterprises have integrated their own desires with the social responsibility instead of achieving self-worth, striving to build a positive image of "corporate citizenship", or even a "world-class citizenship". Improving the company social responsibility has become a new tendency for a modern enterprise.A successful marketing strategy should reflect that the enterprise is responsible for the society, while Mengniu Dairy Group exactly combines the commitment of social responsibility with its marketing practice in an organized way, achieving the impressive performance. This paper takes the marketing strategy of Mengniu Dairy Group as an example, to discuss the construction of enterprise marketing strategy appraisal system in the dairy industry based on the social responsibility as well as the countermeasures and suggestions for the marketing strategy with social responsibility. This paper can be divided into six parts, the first part is an introduction, discussing about the research background and significance; it presents some relevant content about corporate social responsibility and marketing strategy in the second part; the third part summaries the relevant information about Mengniu Dairy Group and also analyzes its marketing strategy with social responsibility, from four aspects including for shareholders, for consumers, for the society, and for the employees; while in the fourth part, it systematically elaborates, the construction of a dairy enterprise's marketing strategy appraisal system and its application analysis based on the social responsibility; the fifth part puts forward some countermeasures and suggestions for the marketing strategy with social responsibility of Mengniu Dairy Group; and the sixth part is a conclusion.