The Marketing Plan Of Wen's Dairy Industry About "Youran" Energy Fermented Milk Marketing In Guangzhou

Alone with the continuous development of China's economy,consumers have more and more comprehensive understanding of milk and mature consumption concept.Also,China's liquid milk market has also maintained good development.Since the "melamine incident" in 2008,the Chinese government has strengthened the rectification of the dairy industry and introduced corresponding policies to encourage dairy enterprises,ushering in a good development period for the local dairy industry.Wenshi dairy co.,LTD,founded in September 2000,is a wholly-owned subsidiary of Wenzhou Food Group Co.,Ltd.,which is a wholly-owned subsidiary of Dairy Farming and Dairy Processing Sales.It is a wholly-owned development of dairy farming and dairy processing and sales under the Wenshi Food Group Co.,Ltd.Subsidiary.It has become the largest full-industry chain milk production company in Guangdong province.At present,the company's products cover pasteurized milk,flavor fermented milk and room temperature milk three series,including nearly 30 single products.In 2015,wenshi dairy achieved a performance of more than 330 million yuan,with a year-on-year growth of 16.48%.50% of the raw milk produced is exported to Hong Kong,accounting for about 70% of the raw milk market in Hong Kong,China.In 2016,the sales volume of its raw milk and milk products will increase by more than 30%,and the sales volume of its own brand milk is expected to reach 5,000 tons.After decades of development,now there is less and less room to gain competitive advantages and increase profits by reducing costs.It is necessary to find new ways to drive the growth of enterprises.With the upgrading of consumption,brand becomes increasingly important for an enterprise,especially the c-end brand,and even becomes the key to drive the growth of corporate profits.However,the brand name of its products is relatively low,and the existing brand system is in chaos.As a result,the product quality is high and the price is low.Therefore,it is urgent to establish the brand tree and brand system.This paper will start from the marketing of "leisurely burning" energy fermented milk in Guangzhou,which is not only fresh from Wenshi dairy,to quickly analyze the current brand system of the dairy company and the marketing strategy in Guangzhou.From market research to the establishment of brand system,the brand system and marketing system of Wenshi dairy industry are finally established.In this paper,porter's "five forces" model and PEST analysis model tools are used to analyze the marketing environment of Wenshi dairy company in Guangzhou from four aspects of Macro environment,Industry environment,Market environment and micro environment.The SWOT analysis model analyzes internal strengths,weaknesses,opportunities and threats of Winfield Dairy.Find out the focus of marketing planning in the strategy of Wenshi dairy company,and preliminarily establish the direction of differentiation strategy.Then,according to the competitive situation of the market and the resources and capabilities of Wenshi dairy,the target market and market positioning are selected,and the marketing strategy of Wenshi dairy in Guangzhou market is proposed.Finally,the "leisurely and flaming" energy fermented milk of Wenshi dairy industry is taken as the research object to develop marketing strategies,including product strategy,price strategy,channel strategy and promotion strategy,and at the same time,safeguard measures for the implementation of these marketing strategies are formulated from three aspects of institutional guarantee,personnel guarantee and financial guarantee.