| Since the 40th anniversary of reform and opening up,China’s gross domestic product(GDP)has risen significantly,which ranks second in the world.Great changes have taken place in the quality of life and consumption.The consumption of liquid milk has also changed from high-grade gifts to daily necessities for millions of households,and its demand has increased significantly.In the face of the huge domestic demand for liquid milk market in China,how to formulate efficient and reasonable marketing strategies has become the focus of current research topics including enterprises,research institutes,colleges and universities.Modern Farming Company reached 4.78 billion yuan in 2017.The company has been awarded the enterprise with the most investment value and development potential in China by domestic and foreign media successively,the top 100 enterprises in the future,the most concerned green enterprises in China in the world,the national key leading enterprises in agricultural industrialization,the top 100 enterprises in Chinese nutrition industry and other honors.As the leading enterprise in China,facing the ever-changing marketing environment,the original marketing strategies of Modern Farming obviously can not meet the development requirements of enterprises,and even hinder the development of enterprises.How to get rid of this development dilemma?It is an urgent problem to be solved at present.This paper takes the marketing strategy of Modern Farming Company’s liquid milk in Hefei as the research object.Using a combination of qualitative and quantitative research methods,the research analyzes the current situation and problems of the marketing strategy of Modern Farming Company’s liquid milk in Hefei.The marketing environment of liquid milk in Hefei market of Modern Farming Company is analyzed from three dimensions:macro-environment,industry environment and micro-environment by using relevant marketing theories.The marketing status of liquid milk in Hefei market is analyzed from four aspects of product,price,channel and promotion.Finally,through market segmentation and target re-positioning,the marketing situation of liquid milk in Hefei is obtained.Suggestions on the improvement of marketing strategy of liquid milk in Hefei were put forward,which could provide reference for similar enterprises.It mainly includes four strategies:product strategy based on R&D,service and brand,price strategy based on customer cost orientation,channel strategy based on the combination of traditional channels and expanding new and electronic network channels,and promotion strategy based on deep communication with customers.This paper is divided into six chapters.The first chapter is the introduction,which mainly introduces the research background,current research situation at home and abroad,research ideas,research purposes and significance,and research methods.The second chapter introduces the marketing theory,focusing on STP,4Ps,five-force analysis model and other related marketing theories.The third chapter mainly introduces and analyses the development process and current situation of Modern Farning companies.Through the analysis,the problems and shortcomings of the development of Modern Farming Company are found.The fourth chapter mainly analyzes the political,economic,social and technological factors of the development of China’s liquid milk industry and their impacts on modern farming companies.The fifth chapter defines the target market and positioning of liquid milk in Hefei,It also defines the specific suggestions of 4Ps marketing strategy and the implementation guarantees.The sixth chapter is a summary of the whole paper.It points out the possible shortcomings in the research and the prospects for the future are put forward.To sum up,the research on marketing strategy of dairy enterprises is a major issue related to the development of enterprises,consumers and industries.It is of great significance not only for optimizing the development of the liquid milk industry,but also for the development of other related industries,which is the significance of this study. |
