Study On Marketing Strategy Of Yili Jinlingguan Milk Powder

In today's China with the rapid development of economy,people's life is getting better and better,and the level of consumption is increasing year by year.Food safety has always been a highly concerned topic in China,and infant milk powder,which is related to the healthy growth of infants,is the top priority.China's infant milk powder is in a golden period of development.Coupled with the implementation of the two-child policy,people's demand for milk powder is increasing.In 2008,the "melamine incident" broke out in China's dairy industry,which dealt a fatal blow to the whole dairy industry and even the infant milk powder industry.In recent years,the domestic market of infant formula milk powder for mouth relies on more and more serious,according to China's customs statistics show that in the first half of 2018 China's milk powder imports of 600000 tons,up 22.8%from a year earlier,in the face of foreign dairy companies in China,the strength of the layout and the increasing number of imported milk powder,Chinese milk companies felt unprecedented pressure.Yili group,as a leading dairy enterprise in China,has long been suppressed by foreign brands and fallen behind in the domestic conpetition with feihe.Under the circumstance that the state encourages the creation of top milk powder brands,golden collar group needs to carry out comprehensive optimization and innovation in marketing strategy.Based on the 4P marketing theory,this paper analyzes the problems and challenges faced by golden collar in marketing strategy.At present,the products of golden collar are not competitive,the price has no advantage,the channel efficiency is low,the promotion cost is large,the effect is not obvious,and the new and new marketing strategy is missing.According to the marketing problems of gold collar,the macro environment of infant milk powder industry,industry environment and micro environment of gold collar are analyzed.Infant milk powder belongs to sunrise industry,which is supported by policies,and the industry develops rapidly.Then the article jinling milk powder has carried on the SWOT analysis,the SWOT matrix is obtained,the jinling analyzes the marketing strategy of the crown and choice,then the STP analysis,market segmentation of jinling crown,detailed analysis has been done for the target market and positioning,jinling crown has both advantage also faces a challenge at the same time,jinling high-end positioning,target customers are high income people,but this area was dominated by foreign brands for a long time,jinling crown on the marketing strategy is also facing challenge.Jinling champions league position closest to breast milk nutrition provider,milk powder for baby to provide comprehensive nutrition,according to jinling crown positioning,comprehensive all aspects of the actual situation,the article jinling crown is optimized in the marketing strategy,focus,or in terms of 4 p,innovation on product quality,differentiated products provide consumers with nutrition solution;On the price,we should play games with our opponents.In terms of channels,we should not only improve traditional channels and improve efficiency,but also actively develop modern channels.In the promotion of flexible use,enhance the brand image;Finally?develop community marketing,fan marketing and sales terminal in modern marketing strategy.The optimization of marketing strategy is based on the actual situation of golden collar,which has certain reference significance for the development of golden collar.