Shaanxi Hongxing Dairy Co., Ltd. Marketing Strategy

The developent Of the small and medium-sized enterprises (S&MEs) arethe substantial part of economic reform. Domestic academic circles have beenengsaged in indepth investigtion concerning how to stimulate the vitality ofS&MEs. At the point of industrial orgaization theory, the thesis presents thekey to development of S&MEs is improvement of organization effeciencythemselves. Throngh study of competetion strategy, presents the dtfferentconcentrated marketing should be adopted in S&MEs.On the basis of theoretic analyis above, the thesis analyzes a case. As oneof S&MEs, prob1ems that ShaanXi Redstar Dairy Co. 1td. faced are typica1 tosome extent. The thesis anaiyzes the current operation situation andcircumtances; puts forward the ideas of estabdshing 3 competetion systems todetermine the competetors' position; confims the mission of company bystudying the industrial development tendency; obtain Marketing targetthrongh SWOT analysis; controls it with annua1 plan and marketing audit;solves the prob1ems on the whole marketing process for strengthening theefficency of organiztion, promotes development of ShaanXi Redstar Dairy Co.ltd.