Study On Strategy Of QM Dairy Company Marketing

With the economic development and the improvement of national living standards,the dairy industry has ushered in a wave of development.There are thousands of enterprises in the dairy industry in China,and there are more than 20 in Gansu Province.Many local enterprises have their own unique features in the production and operation process,so they stand out from the competition and form the brand enterprises in the region,even the oligarchs in the region.However,they break through the regional market boundaries and move toward the national brands.On the road,I have encountered many problems.Faced with these problems,many regional brand companies in the dairy industry may have not been able to expand their marketing experience in the region.After the regional competition has achieved stage success,they are often confused in product positioning and brand strategy.This has also become an insurmountable obstacle for regional brands in different industries to develop towards national brands.Therefore,this paper will study the outward development of regional brand enterprises.This paper takes the regional brand enterprise QM Dairy Company in Jiayuguan City,Gansu Province as an example,and uses the relevant theories of management economics and marketing,through the field investigation of QM Dairy Company and the investigation of the existing market,and using the "4P" theory.Analyze the status quo of QM enterprises,find out the problems to give guidance,and use SWOT analysis and STP analysis to study the marketing strategy and market,brand and product positioning of QM enterprises,and find out the marketing of QM dairy companies in local operation to become regional brands.The success of the strategy,but also analyze its inadequacies in the original marketing strategy on the road to expansion.Through this research idea,the strategy of regional brand enterprises’ external development is analyzed.Through the above research ideas,the following research results were obtained:(1)Using 4P theory to analyze QM company,its product features low temperature products as the main body,and the regional market in the region as the core,through the establishment of strict local channels,realized Its success in the marketing war in the local market has resulted in a certain consumer brand loyalty in the core area of Jiayuguan City.(2)After the QM enterprise became a regional brand in the local market,it strengthened the exploration of new channels,developed the normal temperature products,and began the development strategy of external expansion,but the results were not satisfactory.This lacked large-scale advertising investment funds.And the lack of professional design of the appearance of the product,such a congenital deficiency,is also related to the company’s successful strategy of sticking to the local marketing,too dependent on the local network of channels,insufficient use of new channels,too much for low-temperature products.(3)Through SWOT analysis,the advantages,disadvantages,opportunities and threats of QM enterprises are defined,and the corresponding strategies are given: 1 growth strategy,increase data collection and feedback mechanism of external market research,research and development of new adaptation to external Expanding new products,implementing the strategy of “new product research and development + marketing + new market development + sales + feedback information”;2 reversing strategy,collecting consumer information,hiring professional senior artists,improving logistics system,developing room temperature products,and developing External market.3 evasive strategy,based on the characteristics of natural,safe,nutritious and healthy products,optimize after-sales and distribution logistics services to consolidate brand loyalty in the local market,and prevent foreign companies from eroding the local low-temperature products market that QM relies on;A strategy to timely understand the penetration of competitors into the local market and develop sniping and defense plans.(4)Through the STP analysis,the QM dairy company’s target market is defined,in order to pursue health and enjoy the middle and high income middle-aged and middle-aged and middle-aged markets in the third-and fourth-tier cities,so the corresponding brand image should be formed into a natural and simple The image of a health teacher who is simple and has no extravagant luxury.This sets a reference for companies that cannot make large-scale advertising.Through an all-round analysis of QM Dairy.It can be seen that as a local brand enterprise,QM is successful in establishing a local market,strengthening local channels,and establishing local consumers’ recognition of their brands.However,in the process of expanding outward,local strategies cannot fully meet the needs.This requires timely adjustment of the strategy,based on product innovation,channel expansion,and the subtle influence of brand information,in order to lead the brands in the region out of the regional market restrictions,to the national market.The above research shows that the problems faced by the regional brand enterprises in the dairy industry are mainly in the product structure and marketing strategy.Through the systematic situation analysis and response,the problems can be found and corresponding guidance can be formed.Based on the analysis results of the actual situation of the enterprise,it can provide suggestions for the marketing strategy of regional brand enterprises,and develop a brand positioning and marketing strategy suitable for the company to expand outward.The research of this thesis shows that through the 4P definition,situation analysis and market segmentation,it helps the regional brand enterprises to clear out the ideas of external expansion and development,thus forming marketing strategies and brand characteristics towards the national market and national brands.