ARA Daiy Co. Marking Strategies Analysis Based On Consumer Behavior

With the rapid development of the national economy, the improvement ofpeople’s living standard, people for the health and nutrition claims are also rising.Dairy products as nutrients better food, more and more people’s favorite, consumerdemand for dairy products is also more and more strong. In recent years, the dairyindustry as an emerging industry in China’s rapid growth, a large number of marketdemand also makes the rapid increase in production of dairy products. However, thedairy industry as a comparison of the food industry in China started in the industry,the overall production level is low, product homogenization serious, at the same time08outbreak of "Sanlu poisonous milk powder" incident hit consumer confidence indairy products, causing consumers to milk safety scares. Therefore, the dairyenterprises need to use modern marketing and management knowledge in order toestablish effective dairy products marketing strategy, restore consumer confidence indairy products, improve the market competitiveness of enterprises, it has become theresearch need the problem for the dairy enterprise.In this paper, the consumer behavior as the starting point, combining with thecurrent situation of ARA Dairy Company Limited marketing management ofShandong local dairy enterprises, carrying out a full investigation by the behaviour ofthe Zibo market consumption of dairy products, consumer behavior and marketingmanagement theory as the research foundation, combining the analysis of the datavariance analysis, using SPSS software factor, provides the important basis for theformulation of the ARA dairy marketing strategy. And through the marketing behaviorof4C theoretical model of marketing management of ARA dairy re construction, andputs forward the corresponding marketing strategy, and the formulation of securitymeasures.This paper consists of seven parts, the first part of this paper mainly introducesthe research background, research significance, related review and research ideas; thesecond part was emphasized on consumer behavior and marketing managementtheory; the third part analyzes the ARA dairy marketing environment; the fourth partis the research on dairy consumer purchase behavior; Fifth part of the frame of4Ctheory to construct the ARA dairy marketing strategy; the sixth part is the ARA dairy measures to ensure the implementation of marketing strategy; the seventh part is theconclusion and Prospect of this paper.