JA Dairy Marketing Strategy Problem And Countermeasure Research

In recent years,the dairy industry has achieved a rapid development.China currently has more than 2,000 dairy processing enterprises,widely distributed in the region,Yi Li,MengNiu,Bright,Wanda Shan are dairy products giants.They have used resources to layout the domestic market with the help of foreign dairy companies.In addition,international dairy companies have also entered the market of high-end dairy products,by investing and building factories.Due to the short life of dairy products,many regional dairy companies have formed in different regions.JA,the local enterprise in Jinan,the top ten brands of liquid milk,and has strong regional characteristics.JA is the research object in this paper,elaborating how effective marketing strategy to establish to maintain and expand their market share in the face of fierce competition of domestic dairy giant.Firstly,describing the background,significance,research ideas.Then writing marketing theory for the basis of later writing.Using marketing tools to analyze the internal and external environment,and comprehensive analyze the status of marketing,including the division of the regional market,product range setting,markets position and channels.Finally,on the basis marketing environment,we propose appropriate marketing strategies,including the product,price,place and promotion.Finally,propose the conclusion and prospect of this paper.