Differentiation Marketing Strategy Research Of The Xinyangping Dairy Group In Chengdu Market

Nowadays, with the competition among the Chinese dairy companies getting hotter and hotter, the Chinese liquid milk industry is going through a stage in which the trade is changing from a monopolistic market to an oligopoly market. During this period, more and more companies have come to realize that they could not get the upper hand in the market with the strategy of price cutting alone. They began to pay more attention to another important marketing strategy, the differentiation marketing. Before we carry out a differentiation marketing strategy, it's necessary for us to take a clear survey over the marketing environment surrounding us. So, we choose to have a market analysis at first. Then, with the information gained during the first stage, we will set up the differentiation marketing strategy we need. To be a new trade developing rapidly, the liquid milk trade has become the focus of the Chinese food industry. Furthermore, it has also drawn much attention of the Chinese government and gained much administrative support from it. How to develope correct marketing strategy to take advantage of the market opportunity is a very important task for the domestic dairy companies. In this article, we researched and analysed the market environment in the Chengdu area for the Xinyangping dairy group. We also introduced the development of the domestic liquid milk trade briefly. In the main body of this article, we analysed the macroenvironment, the competitor and the consumer in this area respectively. Then, according to the information we got from the analysis stage and the reality conditions of the Xinyangping dairy group, we designed a differentiation marketing strategy for it with a simple analytic method. We have researched deeply on the topic how the Xinyangping dairy group can find the market opportunity and take advantage of it. So, this article is also a good sample for companies like the Xinyangping to make a reference. In the marketing analysis process, my work experience makes it easier to resolve the questions emerging in the process. In this article we also introduced a method to find the purchasing behavior mode of the consumer in the Chengdu liquid milk market. The data and experience make important rolls in the process. All data we used in the article are real. Some was gained in my work, and other was gained from the public media. All we do is to make it more real and practical. According to my own experience, we made some creation in this article. For example, we recognized the marketing competitory pattern by collecting and analyzing data with the guide of the marketing theory about how to estimate the competitory strength of different brands. To interpret the consumer behavior mode in the Chengdu dairy market with the econometric theory is also a creation in the article. We also used the analytic method to set up the final best strategy through three stages with the information gotten in the process of market analysis. In a word, this article can be a good example to conduct some practical work. At the end of this article, we also gave some tactical suggestion. The suggestion is based on the information we got during the market analysis process. We make them to be some useful advices to the practical market work of the Xinyangping dairy group.