Mengniu Dairy Marketing Strategy Problem And Countermeasure Research

From the Chinese dairy market dairy products promising prospects, is a sunrise industry. But behind the prosperity, has exposed many problems, represented by mengniu dairy industry leading brand, after going through a series of food safety problems have been reflection, strategy adjustment and restore the brand image. Especially China mengniu dairy has experienced the cow the legend of The Times, create a lot of marketing classic case, how about others take mengniu also let the industry on the sidelines.The papers of a lot of research to mengniu focus on the classic marketing case analysis, I choose to focus on change of mengniu, facing changes in the marketing strategy and promotion strategy, this paper analyzes the theory combined with the actual countermeasures are given,At the same time of mengniu dairy group restructuring under the new operation mode to do the research, the system analyzes the corporate strategy, brand and marketing system of several major aspects of present situation and problems, try to solve the problem are presented.Through system analysis and research, in this paper, the following conclusions:(1) the mengniu dairy strategic need to establish a safe brand image, promote the construction of raw milk, good production and sales of the intermediate links, focus on quality and safety work, the introduction of new strategic shareholders.(2) the brand with the media’s rising costs, brand spread blindly rely on advertising investment, return on investment proportion, the dairy industry reshuffle, the means of marketing need to be more diversified. The spread of the brand need to identity system, three-dimensional, appeal, team do their articles on specialization.(3) the sales volume, there is division reform scheme, differentiation, channel sales philosophy crisis management resources, organizational culture lack competitiveness problems, Suggestions to promote the promotion of brand of the "trinity", the product sales, brand spread, consumer experience and effective combination of marketing mode, promote the standardization of business, laying solid foundation channels.