Marketing Strategy Optimization Of W Adult Milk Powder In Zhengzhou Market

Dairy products developed quickly with China economics increasing,among which adult milk powder developed most fast.Dairy brands competed to launch products.W adult milk powder originating from Australia entered Zhengzhou market in October 2018.W produced pure milk powder which is the highest quality among all the milk powder products,with which W achieved success in the earlier stage of entering Zhengzhou market.However,sales volume began to increase slowly after a short success.Therefore,it is necessary to optimize marketing strategy.This thesis aims to increase sales volume and market share of this pure milk powder with highest milk resource and Sino Australian inspection in Zhengzhou market by optimizing W adult milk powder marketing strategy.This thesis uses literature review,qualitative and quantitative analysis as research methods.Literature review is used in theory review and research status at home and abroad.Qualitative is used to raise and analyze questions.Advantages,disadvantages,opportunities and risks are analyzed by SWOT and adult milk powder industry by Five Forces.Then current problems are raised and analyzed.Quantitative is used to solve problems.Zhengzhou consumer characters are analyzed by questionnaire and characters affecting sales volume most generated by SPSS.Around three characters,marketing strategy are finally optimized from product,price,channel and sales.Keep product quality,adjust package as well as strengthen differential characters.New price strategy will replace old one.Build online platform and connect online platform with offline channels efficiently.Form professional team and group sales mode.Optimized marketing strategy,not only cover shortages but also develop advantages,helped W adult milk powder to realize quick,healthy and sustainable development in Zhengzhou market.