Yashili Infant Food Brand Marketing Strategy Research

China, as the world’s second largest consumer market in infant food, is an international and domestic baby food manufacturer battleground. Since the 2008 melamine incident, imported brand share increasingly become the dominating players of high-end market in China, occupying a significant market share. Chinese consumer had become an important consumer groups in high-end infant food market. In the fierce competition of baby food market in China, with industry leading advantage of the Yashili how to maintain its leading market share to other brands in the Chinese market, which will be an important subject worthy of study in the Yashili products brand marketing strategy.In this paper, by using the basic theory of marketing, first of all, study the macro environment of the industry. The macro environment of industry mainly includes the macro environment, economic environment, socio cultural environment and technological environment. At the same time, with the SWOT analysis method, specific analysis the current situation of the Yashili group, find out the Yashili’s threats and weaknesses in market competition, but also find the advantages and opportunities. And through a questionnaire to obtain first-hand market data, to learn about infant products target market consumer demand. Through a combination of theory and data theory, thus further in-depth analysis of existing problems in the Yashili’s current product marketing strategy. Finally, provide the relevant improvement plan according to the existing problems.