A Study On Marketing Strategies Of Xinjiang Tianrun Dairy Industry

In China,dairy industry has become the second pillar industry of agriculture which is next only to poultry industry.It has an important impact on the health and happiness of our nation,as well as the whole labor force of the society.Economic globalization,financial crisis,credit crisis,the entire dairy industry "reshuffle" movement,focusing on the policy requirements,any dairy enterprises are not in this context a part of the country;the dairy market is faced with the homogenization of products,quality and safety,the price war gradually emerge in an endless stream of normalization,formulation of innovation and technological breakthroughs.Softening problems,dairy enterprises should put more energy placed in the market marketing strategy choice.Tianrun dairy based in Xinjiang,is facing the transition towards the country,marketing strategy faces multiple challenges also have many opportunities,how as a starting point to seek the base of the research of dairy marketing from the marketing theory in the day,when in Tianrun dairy questions,analysis of problems found before development.From market segmentation,target market selection and market positioning for the next step of Tianrun dairy market and make reasonable product、price、channel、promotion strategy,this paper is to study the problem.The first chapter is the introduction.The background,purpose and significance of the topics to be introduced,the research status at home and abroad dairy industry marketing perspective,the whole idea of research,a preliminary outline and combing the contents of each part,and mention the concise and to the point and breakthrough point of concern.The second chapter is the related theories involved in the study.This paper introduces the classical theories widely used in this field: marketing theory,4P marketing theory,and STP theory.Emphasis is placed on the correlation between the research and its research,and the related theories are reviewed to seek the agreement with the subject of this study.The third chapter is the analysis of Tianrun dairy marketing environment.Analysis of the status of the office in Xinjiang,Tianrun dairy dairy consumption market potential,analysis of competitors from the three angles of the fierce competition between enterprises,the threat of potential entrants,threat of substitutes,in order to grasp its own marketing opportunities and challenges.The fourth chapter is the analysis of the current situation of the marketing strategy of Tianrun dairy products.Starting from the development history and current situation of enterprises,from the quality of products and features,price,promotion,marketing channel analysis of four Tianrun dairy product marketing strategy,marketing strategy and existing problems in determining the direction of further study.The target market and marketing strategy of the fifth chapter is the selection of Tianrun dairy.From the two aspects of Tianrun dairy market orientation and Tianrun dairy market marketing strategy choice,provide the suggestions for future Tianrun dairy marketing decision.The sixth chapter is conclusion and suggestion.