Research On Marketing Strategy Of Inner Mongolia Xueyuan Dairy Co.,Ltd.

With the rapid development of economy and society and the improvement of people's life,dairy products have become a necessity in people's life.The transformation of consumers from satiated to well-fed is becoming more and more prominent.Supply-side structural reform is also imperative,and the competition among dairy industry becomes more intense.Especially in recent years,great changes are taking place in the consumption pattern.The consumption Angle of consumers changes from quantity to taste and vision.How to gain a place in the competition of dairy market has become one of the important topics for new dairy brands.As a well-known dairy enterprise in the region,xueyuan dairy also has a strategic development plan for market expansion.How to grow and maintain and expand the market share of xueyuan dairy depends on what kind of marketing strategy is established.Based on this background,taking modern marketing theory as the entry point,this paper deeply analyzes the marketing strategy of xueyuan dairy industry,finds out the marketing problems existing in the enterprise,and puts forward targeted improvement Suggestions,in order to help xueyuan dairy industry consolidate and expand the market,and at the same time to promote the healthy development of China's dairy industry.In this paper,the marketing theory is combined with the actual situation of xueyuan dairy industry.Firstly,the background,significance and research methods of the topic are proposed.In addition,the domestic and foreign research related to dairy marketing is carefully sorted out.Secondly,the status quo of the marketing of xueyuan dairy industry is described,and problems such as single product type,small price gradient,imperfect middleman,poor promotion and publicity effect are found in the marketing.The causes of these problems are analyzed in detail.Thirdly,in order to better find the best marketing strategy of xueyuan dairy,the author makes a SWOT analysis of the marketing environment of xueyuan dairy and constructs the corresponding TOWS matrix model.Finally,based on the above analysis,this paper puts forward specific Suggestions on the marketing strategy of xueyuan dairy industry by applying the theories of STP market positioning and 4P marketing strategy,namely: in terms of product strategy,enrich product types,design product packages and build famous brands;In terms of price strategy,we should make diversified pricing and create cost-effective products.In the channel strategy: improve the quality of distributors,mobilize the enthusiasm of distributors;On the promotion strategy: hire professional promotion personnel;Adopt diversified promotion modes.In addition,in order to better help xueyuan dairy achieve its marketing objectives,the organization,system,talents,technology and financial guarantee measures required for the implementation of marketing strategy of xueyuan dairy are proposed.The research results of this paper can better help the xueyuan dairy industry to carry out marketing activities and improve its competitiveness in the industry.To the enterprise modernization marketing strategy formulation and the implementation has the stronger instruction significance.