Research Of Marketing Strategy Of Yili Milk Powder In Guangdong

Along with the global economy highly developing, the demanding quantity of milk powder is growing. China is one of the most populous country in the world, so milk powder consumption is very large. However, foreign dairy enterprises sweep into China market, which make the local dairy enterprises suffer severe competition. Vast and diverse market, making the Yili Group which is the leader of Chinese dairy companies is also facing a severe test. Guangdong is located in the coastal areas of China with the outside world. And its economic trade with the outside world especially frequently. Developed economy and high levels of income make the foreign brands are popular. In foreign brands and domestic brands competing highly circumstances, the integration of Yili milk marketing strategy in Guangdong is very important. Which can help the Guangdong market to play its own advantages, and then grow and develop in order to achieve the Queen of international corporate.Firstly, the paper discuses marketing environment in the Guangdong market. Using the PEST to analyze the macro environment of Guangdong. Which shows that enhancing personal postal articles of entry and exit helping to reduce the number of foreign brands of milk purchasing. And economic development, population health awareness further improve the consumption of milk powder. In this macroeconomic environment, analyze the whole industrial environment, and concludes that the safety of milk powder is more and more important to consumers. And the competition within the industry has become increasingly fierce.Secondly, the paper discuses marketing capabilities of Yili milk powder in Guangdong market. Sums up in six marketing problems of Yili milk powder in Guangdong market. Including operations management model unreasonable; No focus product, and personal and professional level is not enough; human resource structure system is not perfect; product structure is irrational, which makes the pricing strategy immature; the distribution channels design is lack of deep consideration; promotion Strategy is not flexible and so on.Finally, the paper analyzes the market's competitive advantages and disadvantages, as well as the facing opportunities and threats in Guangdong using of SWOT analysis theory. And then presented the marketing strategy in the new situation. That is subdividing the consumer market, and then target the market, next make product positioning. Based on that, Yili should use some new marketing strategies, such as differentiated product line strategy, innovative channel model strategies, flexible marketing strategy and differential pricing strategies. At last, The article also suggested that in order to ensure the smooth implementation of marketing strategy, the implementation of annual plans and the ability should be controlled and supervised, and the reporting system should continue to be improved .