The Research On Differentiated Marketing Strategy Of GM Dairy

In the post epidemic era,the health awareness of Chinese consumers has increased,and the demand for high-quality low-temperature fresh milk has increased greatly.Different from the industry leading enterprises focusing on normal temperature milk,GM dairy implements differentiated marketing strategy.Based on the brand concept of "happy in fresh",GM dairy deeply cultivates the field of low-temperature fresh milk,accounting for the first market share in this field all year round.However,at present,the market competition of low-temperature fresh milk is becoming increasingly fierce,and the number of homogeneous products is increasing.It is worth studying how GM dairy can maintain its differentiation advantage.Based on this,this paper attempts to use online comment mining technology to investigate whether GM dairy differentiated marketing is effective from the perspective of consumer purchase factors,analyze the existing problems,and put forward corresponding optimization suggestions and safeguard measures,so as to provide useful reference for differentiated marketing of other enterprises.This paper captures the buyer comments of three fresh milk products of GM dairy industry in the official flagship store of Taobao for word frequency analysis,and compares the buyer comments of several fresh milk products of MN and SY food to compare the differentiation advantages of GM dairy fresh milk products.It is found that there are three problems in GM dairy differentiated marketing:(1)service differentiation still needs to be optimized;(2)The advantage of product differentiation is not obvious;(3)Publicity and image differentiation are not prominent.The main reasons for such problems are:(1)the management of all links of after-sales service is not in place;(2)Product positioning overlap;(3)The type of product spokesperson is similar to that selected by leading enterprises.Based on the above analysis,this paper puts forward optimization suggestions from the three dimensions of service,product,publicity and image differentiation:in the dimension of service differentiation,GM dairy can strengthen the supervision of the last link of cold chain distribution,strengthen the management of online and offline docking,and strengthen the management of complaint handling.In the dimension of product differentiation,GM dairy can reposition its products to form differentiation advantages.In addition,in the dimension of publicity and image differentiation,this paper suggests that GM dairy make full use of brand image differentiation in advertising.At the same time,this paper puts forward corresponding safeguard measures for optimization suggestions:firstly,in the dimension of service differentiation,we should strengthen staff training and management,and strengthen after-sales service supervision and assessment.Market research should be strengthened in the dimension of product differentiation.At the same time,strengthen the background investigation of spokesmen in terms of publicity and image differentiation.