Study On The Product Strategy And Channel Strategy Of Jixiang Dairy Company

Jixiang Dairy Company is a small-scale dairy corporation with sour goat milk as its major selling point. Under the milk-dominating condition and the influence of "Sanlu poisonous milk powder" incident causing serious damage to the dairy industry, how to rely on its own strengths and seize opportunities to overcome its weaknesses and to avoid risks is a key for Jixiang Dairy Company to keep a foothold in the dairy processing industry. So Jixiang Dairy Company should work out a suitable self-development strategies for its product strategy and channel strategy to improve its core competitiveness. Based on a thorough theoretical review, taking into considerations the likely opportunities and threats Jixiang is confronted with, and its own strengths and weaknesses, this paper is to make an in-depth exploration of its product strategy and channel strategy in view with seeking the best strategy for Jixiang Diary Company.In accordance with the theoretical analysis, this paper gives a priority to a qualitative analysis of the existing milk products and their channel strategies. With a comprehensive application of strategic theories of management, marketing and planning, an acquaintance of Jixiang Dairy Company and its specific situation and the characteristics of its products, and an extensive research and access to relevant information, this paper intends to profoundly analyze Jixiang's marketing environment and status quo and development trend in the processing industry. Based on the analysis of present situation of operation and management and the problems Jixiang is faced with, this paper focuses on the product strategy and channel strategy of the marketing management. For the product strategy, this paper puts forward the idea of highlighting the product differentiation, believing that as a new type of dairy products, this company not only needs to highlight the product differentiation, but also strengthens the overall differentiation through the design and services, etc.. For the channel strategy, based on the analysis of various factors influencing Jixiang's choices of marketing channels, this paper puts forward the idea of distribution channels and methods. Besides, this paper offers specific proposals and related suggestions on how to manage and control the distribution. The above study is hoped to play a role for Jixiang Dairy Company in the successful sale of its sour goat's milk products.