Research On Marketing Strategy Of Yili Dairy Yogurt Products

With the rapid development of Chinese economy,people's living and consumption levels continue to improve,consumers are more and more requirement for the quality of life,especially in the health food industry attention,scientific,safe,nutritious and healthy food has become the focus of current consumer demand.After 60 years development,Yili dairy as the representative of Chinese dairy brand,the company has expanded the scale,the output value will reach $62 billion in 2016,profit margin nearly 10%,the market occupancy nearly 20%.Today,as the first in China and only one in Asia,becoming the world's eight dairy company,enterprise development goals to achieve fifth of the dairy industry in the world by 2020.With people's nutrition,health,easy to absorb recognition and attention of yogurt products,yogurt market demand will be more robust.As an important part of dairy product category,the profit contribution margins of Yili dairy yogurt products are gradually increasing.At present,Yili dairy yogurt products with bottleneck of innovation,market competition,same of the product as other product category,product promotion channel is simple and difficult construction,in order to make up the short board of yogurt products throughout whole of industry chain in Yili.This paper firstly analyzes the macro and micro environment of domestic dairy industry,then the Yili dairy yogurt products were analyzed by SWOT,and then from the product,brand,price,channel and promotion and other aspects of the current marketing strategy of Yili dairy yogurt products,insight into the existing marketing strategy and problems restricting the market development in yogurt products with basis research,finally put forward to optimize the marketing strategy of yogurt product market and improve the program,helping Yili dairy yogurt products to better meet market demand,meeting with different people consumption,improve the market competitiveness of products,forming Yili dairy yogurt market's success and achieving strategic development target of Yili.