Research On Marketing Strategy Of Dairy Enterprise Based On Consumer Behavior

With the rapid development of economy and the improvement of people’s income standard, the nutritionconcept and the consuming behaviors of people have changed, and the demands for dairy products increasegradually. In recent years, the dairy industry, as one of the new industries, is developing rapidly, and boththe production and consumption have rapid grown. In the face of the fierce market competition, especiallyin the high incidence of product quality problems, serious product homogeneity today, it has become thekey point of the dairy enterprise to discuss that how to make effective marketing strategies to reduce theinner panic of consumers and to improve the market share.In this paper, the corresponding suggestions for dairy enterprise marketing strategy will be put forwardaccording to the analysis of consumer purchasing behavior, combined with the sale status of the dairyindustry. This paper takes consumers purchasing dairy products in Urumqi as the research object. Based onthe research of the theories of consumer behavior and marketing strategy theories, combined with thesurvey statistics, the consumer purchasing behavior is analyzed quantitatively and qualitatively. Inquantitative analysis, the study on consumers’ behavior in buying dairy products mainly by the use of theSPSS18.0software analysis to established the binary Logistic model.This article includes seven sections. The first section is mainly about a brief description of the paper’sbackground and meaning, research ideas. The second section states the theories related to the article. Thethird section expounds the sale situation of the dairy business in Xinjiang. The fourth section is the researchon the consumers’ purchasing behavior, describing the consumers’ behavior in buying dairy products. Thefifth section analyzes on the factors of affecting consumers’ purchasing behavior with the binary Logisticmodel. The sixth section is a part of marketing strategies making for the dairy enterprise. The seventhsection is the conclusion, limitations and some problems that still need further study of this paper.Drawn from the analysis of consumer behavior in this paper, the factors that have influence on the dairybusiness marketing strategies are product quality, price, brand and promotion. And then combined with thesale status of the enterprise, using the results of the empirical analysis, the article makes some effectivemarketing strategies for the dairy enterprises, and hopes that they can get better development in the fiercecompetition.