| With the improvement of the living standards of Chinese residents,the disposable income of urban and rural residents has increased steadily,the health awareness of consumers has been strengthened,the distribution network of dairy products has been gradually improved,the dairy industry has maintained a steady development trend,and the consumption demand of dairy products has shown an obvious upward trend.With the rapid development and maturity of dairy industry,dairy enterprises are facing increasingly fierce market competition.In the face of market competition,how to formulate effective marketing strategies and expand the market share of dairy products has become an urgent problem for the development of enterprises.In 2019,YL group’s sales volume will reach 90.2 billion yuan,with a year-on-year growth of 13.4%,and its net profit is nearly 7 billion yuan.YL group has successfully entered the top five dairy enterprises in the world.It is expected to achieve the strategic goal of "top five 100 billion yuan" in 2020.With the rapid development,enterprises are also facing more opportunities and challenges,so they need more adaptive marketing strategies.This paper takes the marketing strategy of YL low-temperature yogurt in Shenyang as the research object,and applies the research methods of literature research,field investigation,case analysis and experience summary.According to STP marketing theory and marketing mix strategy and other related knowledge,from the internal and external marketing environment analysis,analysis of YL low-temperature yogurt current marketing strategy deficiencies.Through the market segmentation,selection and positioning,and then from the product,price,promotion and channels and other marketing links put forward marketing strategy,in the product carding,establish large single product,design product portfolio,price for high-end and low-end products for different marketing strategies,at the same time,establish a unique price band of products,face different personnel,publicity,marketing Sales promotion and social responsibility are discussed.The distribution of distributors and the requirements of supply chain are discussed.The corresponding marketing strategies are proposed for modern,traditional,convenient and campus channels.Finally,from the aspects of organization,system,personnel and marketing expenses,the paper puts forward corresponding implementation safeguard measures for the above marketing strategies.Based on the analysis of the marketing environment of dairy products in Shenyang,this paper systematically constructs the marketing strategies of YL low-temperature yogurt in different sales channels,which can not only provide ideas for the marketing strategies of other divisions of YL company,but also provide reference for the formulation and promotion of marketing strategies of other FMCG enterprises. |
