Research On The Operation Strategy Of Yiqing Yogurt Ice Cream Products

Mengniu intervened ice cream industry in 1999.Mengniu Ice Cream,which has just been established,takes Nestle and other brands as its target,adopts a close follow-up strategy and has made great progress.So far,the Chinese ice cream industry has entered the era of stars.After 2000,Mengniu has become the laggard of ice cream industry through the successful operation of a series of products such as green mood,ice +,etc.Mengniu has become the biggest ice cream manufacturer in China so far.Since the 1990 s,China's ice cream market has been increasing at a rate of 10% annually,and the output of cold drinks has increased 12 times.The ice cream market with huge potential in China has attracted the attention of huge capital.All these have brought broad market prospects for the development of China's ice cream industry.One Qing Ice Cream is based on the conception of the whole industry chain strategy from ranch to dining table of China Food and Agriculture Corporation.It undertakes the business development of Muslim plate of Mengniu Group.One Qing Muslim Yogurt Ice Cream "Zhenyouge" series is the precipitation and sublimation of the ice cream process of Mengniu Group in more than ten years.It is the only one in China that uses the live bacteria fermentation technology.The further exploration of yoghurt ice cream technology and the successful choice of operation strategy are not only very important for the future development of one-clear ice cream,but also fill the gap in the market of Muslim yoghurt ice cream in Northwest.From the research background of yoghurt ice-cream products,the current situation at home and abroad,to the process,production and market of Yiqing ice-cream products,this paper makes a thorough analysis.Through using SWOT tools,it is concluded that Yiqing,as the Muslim business of Mengniu Group,has strong brand endorsement,quality control methods,service awareness and technology of Mengniu Group.The operation reserve,production experience and financial support were built in Linxia,Gansu,with good raw milk supply base,strict halal control conditions and "one belt and one road",and "precise poverty alleviation" policy support,providing a good guarantee for the development of the Qing Dynasty.However,as new brands,new factories and new products,they also have the disadvantages of low popularity,high cost and few talents.Only by utilizing the existing advantages and opportunities,can we gradually increase the publicity of brands,reduce the cost of operation and logistics,and cultivate and introduce high-quality talents,can we develop better for Mengniu.Group Yiqing Muslim yoghurt ice cream products to participate in the market competition has provided strong support.