Study On Marketing Strategy Of Yogurt Products Of W Company

In recent years,with the rapid development of national economy,yogurt industry has entered a new stage of development.In the case of serious product homogeneity and increasing consumer demand,yogurt enterprises are under increasing pressure in the development,and the market competition is becoming more and more fierce.Therefore,developing an effective marketing strategy is the primary task of yogurt enterprises.The target enterprise selected in this paper is W Company,which is a representative regional yogurt enterprise.At present,W Company has gradually grown into a leading enterprise in the regional market with its core yogurt products.The problem facing W company is how to break through the regional market and gradually turn to the national market,so as to achieve smooth transformation and development.However,the product marketing of W Company is still in its infancy and cannot fully adapt to the development needs of the company.Therefore,scientific and reasonable product marketing strategies must be formulated to enhance the core competitiveness of the enterprise and occupy a larger market share.The research object of this paper is the yogurt product of W Company.Firstly,the current marketing status of W company and its products is described in detail,and with the help of questionnaire survey,the problems it has encountered in the marketing process are clarified,which are mainly reflected in unclear brand image,inflexible price strategy,incomplete channel construction,and deepening of publicity and promotion.Secondly,the research on the internal environment,external environment and macro market competition of W Company’s yogurt products lays a solid foundation for the formulation and optimization of subsequent marketing strategies.Thirdly,with the characteristics and market position of W company’s yogurt products as the entry point,based on the actual situation of the enterprise,the improvement measures are put forward from four aspects,namely,optimize the brand image of yogurt products,implementing differentiated pricing,continuously building marketing channels,increasing publicity and promotion,so as to make the marketing strategy of W Company’s yogurt products more perfect.Finally,in order to implement the marketing strategy,the author puts forward the corresponding safeguard measures from the aspects of optimizing the organizational structure,improving the quality of marketing personnel,establishing the financial support guarantee,formulating the salary incentive system,strengthen the channel expansion guarantee and so on.