| Dairy industry has a long history in the developed markets; however, it’s still in thedeveloping stage in the Chinese market. There are currently more than2000dairycompanies in China dispersedly located in a wide range. China has a large crowd ofdairy products consumers and the diary market has huge potentials for development.Large domestic dairy companies are moving fast to obtain resources to grow themselvesand also actively seeking finance from international financial institutions. Leadinginternational dairy companies all view the Chinese market very promising and have allconducted business in China now. Four of them have built processing factories in China.Some of them which have largest shares of baby formula in first tier Chinese cities areconsidering expanding into the second and third tier cities. Some of them are buildingmarket shares in liquid milk and raw milk products. The competition in the Chinesedairy market is brutal.This article studies Liaoning HuiShan holding (Group) Co. Ltd and investigate how tocombine the modern marketing theory and business practice to develop a viablemarketing strategy to help the local dairy companies grow faster and better.This paper first describes the purpose, significance, contents and the research methodsand innovations. The literature in the area from both domestic and abroad is reviewed.Secondly the paper analyzes the marketing strategy theory which provides thetheoretical foundation for the following writing. Thirdly, the current sales and theexisting challenges facing Liaoning HuiShan holding (Group) Co. Ltd (HuiShan).isanalyzed. Fourthly, this paper put forward the marketing strategy from product, price,distribution, promotion, sales channels and other aspects based on the SWOT analysisof Liaoning HuiShan holding (Group) Co. Ltd. In the end, we lay out the conclusionand outlook. |
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