The Marketing Strategy Study On Lactobacillus Beverage Of Y Company In Zhe Jiang

With the improvement of living standards,people's consumption concept gradually changed,they are no longer satisfied with purchasing dairy products for the simple nutritional intake,but consider more about their health and health care function.Lactobacillus Beverage is a new health drink developed recently,with fresh milk or dairy products as raw materials,through lactobacillus fermentation emulsion prepared with water,sugar and other products.With The Chinese local Lactobacillus Beverage industry developing rapidly and becoming mature,market competition is increasingly fierce,how to develop effective marketing strategies,stabilize and expand the enterprise product market share has become the most important issue in the development of enterprises.This paper takes marketing related theories,analyzes the internal and external marketing environment and consumer consumption behaviors of the Y company's Zhejiang regional market,to compare the advantages and disadvantages,the opportunities and threats,reveals the Y company's Lactobacillus Beverage market competition situation.Having the marketing decision system accurately and comprehensively,we analyze Y company's target market selection,product strategy and positioning strategy,price strategy,channel strategy and promotion strategy to sum up the successful experience,and reveal the main contradictions and problems of in marketing practice,expounds the internal mechanism of the formation of enterprise marketing short board and contradiction,tries to make a systematic and scientific optimization of marketing strategy,and finally can be used for other Lactobacillus Beverage companies to develop marketing strategies to provide inspiration and reference.In this paper,the research methods used in the literature are summarized,in-depth research,comparative research,empirical research and other research methods.This paper is divided into seven parts.The first part mainly briefly introduces the research background,research significance,main problems to solve and research methods and framework;The second part elaborated and combing with the related marketing theory,including the 4P marketing theory,market segmentation,target market and positioning theory,precision marketing theory;The third part analyze Y company`s marketing environment of lactobacillus drinks,through the PEST analysis method and the Porter`s five forces model to analyze Y company's macro environment and industry environment,The fourth part uses the SWOT analysis,consumer behavior diagnoses to analyze the marketing situation of Y company in Zhejiang in detail;The fifth part is the analysis of marketing strategy,STP?4Psand Precision Marketing theory are used to analyze the target market selection of Y company,positioning strategy,product strategy,price strategy,place strategy and promotion strategy etc;The sixth part is the suggestions and Inspiration of Y Lactobacillus Beverage marketing strategy of Zhejiang;The seventh part is the conclusion of this paper,summarized the practical problems the paper solved by application of the theoretical knowledge and further study and discussion.Based on the analysis of the Y company of lactic acid drinks Zhejiang marketing environment,we systematically conclude the marketing strategy in Zhejiang,and hope to provide reference for implementing other lactobacillus drinks enterprise marketing strategy formulation.