Survey And Analysis Of Influence Factors On Liquid Milk Product Sales Of A Dairy Company In Fuxin City

A Dairy Company whose main product is liquid milk is a state-owned enterprise in Liaoning province.Due to fierce competition,the company is facing severe challenge that the sales volume is decreasing.Survey and analysis of the influence factors on market are very important to sustainable development for the enterprise.This research utilized product sales data to analysis market dynamic,and designed consumer questionnaires to explore the influence factors on market.Questionnaire involved four dimensions such as product quality,product price,product promotion and purchase convenience.Results shown that due to unstable sales network and inefficient products promotion,product sales of A company was decreasing in Fuxin area.To reverse current situation,A Compary should decrease secondary distributor's quota to keep sales network sustanble,comprehensively utilize TV and other media to improve popularity of products,enhence promotion of highly marketable porducts according to seasons to increase market share.