New Hope Tianxiang Dairy Light Yogurt Marketing Strategy Research

After nearly two decades of rapid growth,China's dairy industry has entered a stage of steady development.With the new normal of domestic dairy development,consumer upgrading,urbanization and the release of "second child" policy will drive steady development of the dairy industry.In the short term,the dairy industry and manufacturers face product homogeneity and upgrade the contradiction of consumer demand,make enterprise development pressure increases,face more challenges from industry competition.Therefore,the formulation of effective marketing strategy is an urgent problem in the development of dairy enterprises.In this paper,the author are in-depth marketing management practice,with sweet dairy co.,LTD.Hebei new hope day light yogurt products as the research object,research method and content.Was analyzed by using the marketing theory and knowledge from the external and internal environment,product,channel,price and promotion marketing present situation,it is concluded that day light sweet yogurt current problems existed in the aspect of new product marketing strategy Use of PEST,porter five competition analysis,and combined with the market survey,it is concluded that the enterprise product in the macro environment of industry competition and market opportunities,their own advantages and disadvantages,competitive threats and other key factors;SWOT,STP strategy analysis research methods,from the segmentation,positioning and target market selection analysis perspective,the new hope day light sweet dairy yogurt marketing mix strategy to improve and design optimization.Through the study of the new hope tianxiang dairy products,this paper designs the marketing idea based on consumer demand.According to the new hope day light sweet yogurt product characteristics and market position,matching marketing security needs,reasonable use of limited resources,the implementation of the concrete problems in the aspect of product,channel,promotion,breakthrough new hope day light sweet yogurt in quick make big item and lack of new growth problems.This paper systematically builds the new marketing strategy of tianxiang dairy.Identification,insight into consumer needs and trends;Rapid and successful portfolio mix;To upgrade the channel and create new channel management models;In improving the capacity of the whole supply chain operation,demand response and realize rapid classification market penetration of at the same time,focus on the promotion,pushing type cities such as new hope day sweet dairy milk can keep pace with The Times,speed up the product growth,optimize the market capacity,regional dairy consumption market contender.