Research On Improvement Of AML Infant Milk Powder Marketing Strategy

With the continuous development of China’s national economy,people’s consumption level continues to improve,which provides a good development space for the infant formula milk powder market,showing the characteristics of large demand,strong purchasing power and high consumption level.It can be said that the infant formula milk powder market has entered a golden development period.But at the same time,there are some problems in the quality of domestic infant milk powder,so that domestic consumers’ trust in domestic milk powder has declined,resulting in the impact of foreign brands on China’s milk powder market,and the competition in the milk powder industry has become increasingly fierce.On June 4,2019,in view of the development status of domestic milk powder,the National Development and Reform Commission,the Ministry of Industry and Information Technology,the Market Supervision and Administration and other departments jointly issued the "Action Plan for the Promotion of Domestic infant Formula Powder",requiring that the quality,competitiveness and reputation of domestic infant formula be comprehensively improved through innovation-driven and brand-leading strengthening.After the proposal of this program,domestic milk powder has had a good development,especially AML,which has continuously expanded its market share in the past few years and achieved good results.AML baby milk powder is a local brand of milk powder in Daqing,which was acquired by Daqing Dairy Co.,LTD in 2009.With advanced dairy production equipment,quality testing equipment,raw milk quality inspection equipment and other automation equipment,the whole production line has a high degree of automation is currently more advanced modern equipment.This paper takes Daqing local brand AML infant milk powder as the research object.By referring to a large number of relevant domestic and foreign literatures and detailed information of AML infant milk powder,and using PEST model analysis,this paper conducts a questionnaire survey on the marketing status of AML infant milk powder and analyzes the data through the survey.To understand the marketing status of AML infant milk powder,find out the deficiencies in product strategy,price strategy,channel strategy and promotion strategy in the current marketing of AML infant milk powder,respectively propose corresponding improvement countermeasures,increase product innovation,optimize product packaging and strengthen brand promotion in product strategy;In terms of price strategy,implement regional differentiation pricing strategy,implement low price penetration strategy,and unify prices in different channels;In terms of channel strategy,it develops online channels,sinks existing channels,and integrates offline and online channels.The promotion strategy includes the selection of strong marketing personnel,the strengthening of new media promotion and the innovation of promotional means.The analysis of this paper can improve the market competitiveness of AML infant milk powder and increase the sales volume of AML infant milk powder.