Study On Marketing Strategy Of Binglinghua Dairy Company Limited

Recently,the productivity of dairy products in China is increasing greatly with the development of national economy, increase of resident income, change of consumption notion and dietary structure, consumption of these dairy products tends to increase steadily. During the tenth five-year plan, the government makes a lot of feasible plans to support the development of dairy products industry; for example the government actively implements Milk for students plan and it can help more citizens to put a habit on dairy products consumption through media announce, all of these will make good policy environment for dairy products industry. It is estimated by national statistic bureau that the China dairy products market will be the most potential milk consumption market of the world in the next 10 years.Beijing Binglinghua Dairy Company Limited is a major industry which is engaged in dairy products and relevant dairy products industry, and the company is equipped with sophisticated machines, groups of talents. Based on ecological milk resources and scale management, institutionalization management, the company works hard to develop nutritious and healthy new products so as to meet diversity consumption demand in terms of demand-oriented. So combined conditions of production, sale and demand of current dairy products industry in our country, the paper adopts questionnaire survey, method of comparative study, mathematical statistics and logical analysis to investigate and analyze economic environment, current marketing situation and future development of dairy products and to study systemically current marketing situations and marketing strategies of Beijing Binglinghua company.First the paper analyzes challenges and opportunities of Beijing Binglinghua Dairy Company Limited. At present the opportunity is that the consumption in dairy products increases year by year, and market is potential; the challenge is that there is fierce competition in dairy market and the gross profit rate of dairy declines because some big dairy companies carry out price war and advertisement war with their abundant funds.The paper plans marketing strategies and methods including product mix strategy, packing strategy, price strategy and various promotion methods after they investigate dairy markets in and around Beijing, which can make their marketing strategies conform to basic principles of dairy industry so that the company can survive and develop in the market.Aimed at the development of Beijing Binglinghua Dairy Company Limited the paper puts forward some expanding marketing strategies such as strengthening and establishing market development groups, investing more on market development and strengthening marketing management.The study of this paper provides a set of reasonable and advanced marketing strategies for Beijing Binglinghua Dairy Company Limited and has important practical significance for advancing enterprise marketing level.