Study On The Segmentation,Targeting And Positioning(STP) Strategy Of "Beingmate"

The outbreak of “melamine milk powder” incident has made a huge impact on the development of China's dairy industry.The domestic dairy companies have been in a dilemma of development.Beingmate,a well-known domestic company of milk powder,adjusted its product development,production,and marketing strategies in a timely manner after the “melamine” incident.At the time,the entire domestically-produced milk powder industry experienced an unfavorable environment,while Beingmate became a unique dairy company and gradually became one of the largest domestic companies.In 2011,Beingmate was successfully listed on the Shenzhen Stock Exchange and became the best dairy stock ins China's A-share market's,but the short-lived.In 2017,the Beingmate's milk powder loss reached 964 million yuan.In this study,we mainly use STP theory as a theoretical guide,and use research methods such as reviewing literature and comparative analysis to study and analyze Beingmate's STP strategy.The purpose is to reveal the company's problems in the application and implementation process of STP.At the same time,relevant countermeasures and suggestions for improvement were proposed in terms of market segmentation,target market selection,and market positioning.The series of powdered milk produced and sold by Beingmate are mainly suitable for children and babies under 12 years old.After more than 10 years of development,Beingmate milk powder has become the largest milk powder production and marketing company in China.Firstly,the article reveals the problems of Beingmate's milk powder segmentation in the market segmentation(insufficient variables,irreconcilable products and limited internal resources),and problems with target market selection(consideration is not comprehensive,strategy is not scientific enough,and the marketing path is simple)and problems with market positioning(considering single factors,relatively wide positioning range,neglecting competitors).Then,focusing on the key variables of the market segmentation,identifying products for fine market segmentation,digging out the internal resources for market segmentation,selecting the target market for comprehensive consideration,selecting the target market strategy for science,and achieving the target market strategy for diversification,comprehensively considering the influencing factors of market positioning,appropriately tightening the product range of market positioning,and fully placing emphasis on the market positioning of competitors,etc.,we put forward improved countermeasures to improve the implementation of Beingmate's STP strategy.Finally,the specific guarantees for promoting the implementation of Beingmate's STP strategy are proposed considering the aspects of organization and institution construction,system development,fund allocation,and human resource management.This clears the marketing goals of Beingmate milk powder,accurately positions the market,and enhances core competitiveness to promote the smooth development of marketing activities.