| Shijiazhuang "Sanlu milk powder" incident,caused a huge impact on the milk industry,so that more and more consumers do not trust the domestic milk powder brands,consumers of domestic brand loyalty is greatly reduced.Although the Chinese government has formulated the"perfect dairy quality and safety standards of the work program",and issued a series of regulations to restrict the milk industry in all aspects of production and operation,however,the frequent outbreak of milk safety incidents,the impact is not negligible.In addition,during the frequent occurrence of milk safety incidents,foreign brands of milk powder seize the opportunity to continue to enter the Chinese market.Driven by some blind herd mentality,many Chinese consumers begin to choose foreign brands,and even some people think that as long as they are imported goods,the quality is better than that of domestic ones.In this context,wondersun dairy infant formula to design a reasonable marketing initiatives to build brand,create more economic benefits for the enterprise,this is the basic premise to ensure the normal operation and healthy development.At present,wondersun dairy infant formula in the rapid development,its marketing also has some problems,therefore,the paper through the analysis of wondersun dairy infant formula marketing environment and strategy.First of all,starting from the theory of 4Ps marketing theory,positioning theory and marketing theory of competitive strategy,consumer behavior model and SWOT analysis method,the infant formula industry status and consumption characteristics in China are analyzed.Secondly,in order to wondersun dairy as an example,introduces the marketing situation of wondersun dairy infant formula milk powder,and by using the PEST method to analysis the macro marketing environment and micro marketing environment.Then,the SWOT analysis is applied to analyze the advantages and disadvantages,opportunities and challenges,and the SWOT matrix is formulated.Finally,through the above analysis,find the existence of wondersun dairy infant formula in the marketing strategy,and puts forward a series of suggestions for the optimization.Including market refinement,reshaping the price system,enhance brand image,establish network marketing,innovative marketing concepts and increase promotional efforts. |
