Study On Sterilized Milk Marketing Strategy Of Y Company In China Market

Chinese diet structure has been changed significantly in the past 30 years due to the overwhelming supply and increasing income. Milk, as the high quality source of protein has been more and more involved within the Chinese diet. The imported sterilized milk growth is also faster and faster due to the Chinese consumption capacity.Y company’s business in China has been grew rapidly since 2010, in the meantime, they’re also facing the problems like the narrow distribution channel, slow new products development and monotonous promotion methods, which are all limited the further development of Y company. This paper analyzed the China sterilized milk market marketing environment and also company’s own resources with the theory of relative marketing management, put forward a solution of the major problems Y company had so far and raised corresponding marketing strategy.The first chapter introduced the background and mission of this paper, briefly noted research methods; The second chapter introduced the relative theory of the international marketing theory, focus on the 4P marketing theory and STP analyze methods; The third chapter systematically analyzed the Y company imported sterilized milk China market marketing situation; The fourth chapter made the general marketing strategy based on the relative analyze; The fifth chapter refined the marketing strategy in the angles of products, price, channels and promotions.