Mengniu Dairy Group's Brand Marketing Strategy

At present, there is a phenomenon that cannot be ignored in China, which more than 95% enterprises only have products, but no brands. If we are talking happily about "China is the biggest factory in the world", If we can't accomplish the change from "making products" to "making brands" in time, we could become "limbs country" instead of "brain country".Nowadays, competition between countries, in fact, it's an economical competition. And in the final analysis, that's a competition between enterprises, brands.Because of hyper normal development speed, makes it become the representativeness case, which studies enterprise's development strategy to "cover with Mengniu milk industry". Fast development and brand strategy that are covered with Mengniu milk industry have close relations.In nowadays marketing strategy, market is just like water, product is just like ship, brand is just like sail, marketing is just like wind; strategy is just like rudder, strategy-marketing scheme is critical to enterprises .If enterprises hope to success on market, they must scheme carefully and operate effectively. Mengniu milk is a successful model of this sort.Brand enters into every corner of the world as a new international language, which function is outstanding increasingly. The trend of globalization pushes enterprises into the age of brand completion. Brand economy becomes mainstream of modern marketing economy.The thesis takes Mengniu successful brand operation as an example and discusses the reason and using for reference of Mengniu success. It is formed by six parts mainly, the first part recommends being covered with the state of development of Chinese milk industry; the second part presents Mengniu Milk Group; the third part presents the way of Mengniu brand development; the fourth part is theory review; the fifth part explains Mengniu how to operate event marketing wittily to promote the value of brand, taking "super girl" as an example here. The last one provides some train of thought.Scientific brand management is the guard to succeed on market, Mengniu get successful by brand management. Hoping to provide some thinking by researching Mengniu for triple market integration.