Research On Marketing Strategy Of Cheese Stick Products Of Company MILKGROUND

With the deepening of China’s reform and opening up,the continuous improvement of people’s living standards and the strengthening of self-care awareness,cheese sticks,because of their high nutritional value,rich taste and extensive application scenarios,are consistent with the background of the upgrading of the consumption structure of the dairy industry,meeting the diversified and personalized needs of emerging consumer groups for catering products,and the consumption has increased rapidly in recent years.Cheese stick is made of natural cheese by heating,stirring,emulsifying and other processes.It is the concentrated essence of a variety of milk nutrients.It is rich in protein,fat,vitamins and trace components,and has high nutritional value.Milk Ground is a A-share listed company with R & D,production and sales of cheese products as its core business.It is the leader of domestic cheese brands.After the company first launched cheese stick products in 2018,it quickly seized the market with its first mover advantage and won the highest market share in China.However,cheese sticks have the characteristics of homogenization.As more and more dairy enterprises at home and abroad enter the cheese stick Market on a large scale,Milk Ground is facing a series of problems that are not optimistic,such as increasingly fierce industry competition and declining product sales growth.This paper studies how to make the cheese stick products of the company achieve higher market share,better sales results and more operating profits in the industry.Based on the analysis of the marketing environment of the cheese stick products of Milk Ground company,this paper analyzes the external environment and competitive pressure faced by Milk Ground company,uses STP strategy to carry out market segmentation,target market determination and market positioning,and formulates a marketing strategy based on consumer demand,cost,convenience and two-way communication.Finally,three specific safeguard measures are put forward to ensure the smooth implementation of the marketing strategy.