Research On Optimization Of Low-temperature Milk Marketing Strategy Of MN Dairy

After the outbreak of COVID-19 in 2020,people pay more attention to the intake of daily nutrition,and improving immunity through healthy diet has gradually become a hot spot for most food consumers.Experts in related fields are also paying close attention to the nutritional value and efficacy of dairy products,and for a time,"drinking milk against the epidemic" has become the mainstream idea of consumers buying dairy products.Low-temperature milk products have become the "star" products sought after by consumers during the epidemic prevention and control period because of their freshness,high nutritional value,and better retention of the nutrients in milk.The competition between the major low-temperature dairy enterprises is becoming more and more fierce,how to break the existing market deadlock of low-temperature milk products and seize market share has become a common problem faced by all low-temperature dairy enterprises.Although MN Dairy is a leading enterprise in the dairy industry,its products are mainly liquid milk at room temperature,and the competitive advantage of low-temperature milk products is not as good as that of regional dairy companies.In addition,due to the fierce market competition,MN Dairy needs to adjust its marketing strategy in time to quickly seize the market of low-temperature milk products.Based on the above research background,the current marketing strategy of MN Dairy low-temperature milk products is selected as the research object in this paper,and then the existing problems in marketing strategy are analyzed to solve the negative impact of changes in the marketing environment of low-temperature milk products on product marketing strategy.The author studied the influence of COVID-19 on MN Dairy’s marketing strategy of low-temperature milk products by learning marketing courses and reading relevant literature at school.First of all,the research status of low-temperature milk products is analyzed,the research content and research methods of this paper are sorted out,and the macro-environment and micro-environment of low-temperature milk products in MN dairy industry are analyzed by using PEST analysis,Porter’s Five forces model and other analysis tools,and the current marketing strategy status of low-temperature milk products in MN dairy industry is listed by using 4P marketing theory.Secondly,a questionnaire survey was conducted on the marketing strategy of low-temperature milk products,the results of the questionnaire were statistically analyzed,and the Chi-square test was carried out with SPSSPRO software to determine the factors affecting consumers’ purchase of low-temperature milk products.Finally,by reading relevant literature and analyzing the results of questionnaire survey,suggestions and safeguard measures to improve MN dairy’s marketing strategy of low-temperature milk products were put forward.By studying the problems existing in the marketing strategy of low-temperature milk products of MN dairy industry,this paper hopes to provide reference for the optimization and improvement of the marketing strategy of this enterprise in the post-epidemic era,and also provide feasible suggestions for the optimization of marketing strategy of other FMCG industries in the post-epidemic era.