Research On Dairy Marketing Strategy Of Shandong Xianghe Dairy Co.,Ltd

With the development of China‘s economy and the continuously accelerating of urbanization,the consumption levels of urban and rural residents,especially low-tier cities and rural residents,are constantly increasing.As a result,small and medium-sized dairy products enterprises have ushered in a new period of development period.With the advent of the Internet era and the era of the experiential economy,the consumer demand for consumers has changed dramatically,which has brought many opportunities and challenges to dairy product marketing.Based on the development status of small and medium-sized dairy products enterprises in China,this article takes the problems existing in marketing of Shandong Xianghe Dairy Co.,Ltd.as clues,obtains first-hand information through questionnaires and other methods,analyzes the internal and external environment of the enterprise,and uses basic theories and methods of marketing,including PEST theory,Porter's Five Forces Model,and SWOT theory to analyze the current situation of the enterprise's development.Based on STP theory,marketing mix theory,and other new marketing theories such as experiential marketing and online marketing,this article optimizes and integrates the company's marketing strategy,and finally proposes targeted solutions and safeguards.During the development process of dairy products companies,they should adjust their marketing strategies at any time according to the changes in market demand in accordance with their internal and external environments.The author hopes that through the optimization research on the marketing strategy of Shandong Xianghe Dairy Company,the article can help the company develop better.It can also help other local dairy companies accurately grasp the market pulse,adjust marketing methods and strategies in time,and provide reference for sales growth.