Research On Marketing Strategy Of T Dairy Company’s Low Temperature Yoghurt

Dairy industry is an important part of national economic development,which can not only improve the national diet structure and improve the national living standard,but also promote the sustainable development of other related industries,which is of great significance for the coordinated development of various industries.With the rapid development of China’s economy,the dairy industry has entered a new period of transformation and development.The development pressure of dairy enterprises is increasing,facing the contradiction between the serious homogenization of products and the upgrading of consumer demand,the competition among the same industry is increasingly fierce.At this time,the development of effective marketing strategy,has become the dairy enterprises to solve the problem.In this paper,the selection of target enterprise T dairy company is a typical regional dairy enterprises,in recent years,through the core products of low temperature yogurt,grow into a regional leader in the market,are now facing the breakthrough regional market,to the critical period of transformation,but the product of marketing is still in its early stages,unable to meet the needs of enterprise fast development,therefore,needs to establish scientific and effective product marketing strategy,to improve the core competitiveness of enterprises,to obtain a bigger share of the market.In this paper,T dairy company’s core product low temperature yogurt as the research object,first of all,the target enterprises and products in the current marketing strategy of the existing problems are analyzed;Then using PEST analysis of macro environment of low temperature yogurt products is analyzed,and based on the internal environment and porter five models of low-temperature yogurt products marketing microcosmic environment is analyzed,with the method of questionnaire,the current yogurt products consumer spending habits and preferences,inductive analysis for later marketing strategy was proposed and optimized argument;Then,SWOT model was used to summarize the marketing environment and extract the advantages and disadvantages,opportunities and threats.Based on the comprehensive analysis,it was concluded that low-temperature yogurt should adopt SO strategy,make full use of its own advantages,seize the market opportunities and expand the market.Using the STP theory from the Angle of the segmentation,positioning,choose target market,to reposition the T dairy company lowtemperature yogurt products,designed to meet the demand of target consumption group oriented marketing strategy,and according to the low temperature T dairy company product characteristics and market position of yogurt,in combination with the practical situation of enterprises,make full use of network marketing model the characteristics of low cost,wide influence on the marketing mix strategy optimization,and put forward the new retail marketing model to build the whole scene,close the distance of enterprises and consumers,to accelerate marketing spending cash and help the enterprise marketing strategy implementation and fall to the ground.In this paper,using the market marketing related theory,combined with the characteristics of T dairy company,to T dairy company of low-temperature yogurt production system to build a new marketing strategy,make the enterprise marketing work to match the rapid development of the enterprise,promote enterprise to keep pace with The Times,expand the influence and optimize the market operation ability,for T dairy company to further expand the market,improve the enterprise core competitive ability is of great significance,at the same time,this article research results of domestic other enterprises of the same type or face similar problems also have certain reference significance.