| In recent years,the dairy industry has been developing very steadily,especially in the low-temperature milk category.Not only have the nationally laid-out brands YL,MN and GM,etc.,taken the lead in the low-temperature milk market in many parts of the country,but there are also strong local brands such as JLB,HHN,JA and SY in various provincial and municipal sub-markets,with unique advantages such as operational flexibility.They have taken absolute advantage in their respective markets.For YL low-temperature milk products,although the national market has taken such size,it is still at a competitive disadvantage in a significant portion of the provincial and municipal sub-markets,and there is much room for improvement.The current marketing strategy of YL low temperature milk is basically a highly unified model,which is difficult to compete with strong local brands for the varying market demand of low temperature milk in different parts of China.Therefore,in order to gain a competitive advantage in the low-temperature milk sub-markets across the country,and eventually achieve a comprehensive competitive advantage at all levels of the national market,and truly lead the development of China’s low-temperature milk industry,YL low-temperature milk needs to adjust its marketing strategy and develop optimization initiatives.This paper takes YL low-temperature milk product as the research object,firstly,we analyze the current marketing situation and find out the existing problems,then use the PEST model to analyze and sort out the macro environment of the market in which YL low-temperature milk is currently located,combined with the analysis conclusion,with the help of Porter’s five forces analysis model,we analyze and sort out the current market competition environment of YL low-temperature milk product,so as to provide a theoretical basis for the subsequent marketing strategy optimization.Then,using the SWOT analysis model,an inventory of YL’s strengths and weaknesses,as well as the opportunities and threats in the market,was conducted.Then,using the STP target marketing strategy theory,the market segmentation of the YL low temperature milk market is carried out to explore the demand categories and key points of low temperature milk consumers,and then according to the different consumer demand characteristics of the sub-markets at all levels,different marketing strategies will be selected,different marketing strategies are formulated for each sub-market,and finally,recommendations are made on how to optimize the YL low temperature milk marketing strategy,and output Conclusion.Based on marketing theories and the actual situation of YL’s low-temperature milk marketing,this paper proposes the optimization of its marketing strategy to enhance its adaptability and competitiveness to the national sub-markets at all levels,so as to eventually achieve the overall leadership in the national market,gain market share growth,and improve its operational capacity. |
