Research On Marketing Strategy Of Inner Mongolia Region Of Yili Group Milk Powder Business Department

China is the second largest infant consumption market in the world,and infant milk powder market has great development potential.The huge market demand leads to fierce market competition.There are many domestic milk powder enterprises,and foreign big brand milk powder enterprises also seize the domestic market.Yili Group,as the leader of China’s dairy enterprises,has not only been suppressed by foreign brands for a long time,but also gradually dropped out of competition with domestic major competitors.Inner Mongolia,as the base of Yili Group,has more than 50% market share in infant formula industry and is absolutely in the leading position.However,after 2017,due to the company’s policy adjustment,competitors’ increased investment,changes in consumer shopping choices and other reasons,the market share began to decline,and the competitive advantage gradually weakened.Therefore,this paper studies the marketing strategy of Inner Mongolia milk powder division,and makes a comprehensive improvement on the marketing strategy.This paper first describes the current development of infant formula milk powder in China,and analyzes the macro environment and micro environment of Inner Mongolia marketing of Yili milk powder division.Secondly,it summarizes the marketing status of infant formula milk powder in Inner Mongolia of Yili milk powder division,and analyzes the existing problems of its current marketing strategy based on 4P marketing theory.Then,the SWOT matrix model is used to analyze the milk powder business unit in Inner Mongolia.The SWOT matrix is obtained,and the marketing strategy is analyzed and selected.Then,STP analysis is carried out to analyze the market segmentation,target market and positioning of Inner Mongolia region of Yili milk powder division.Finally,the marketing strategy of Inner Mongolia region of Yili milk powder division was optimized.In terms of products,the proportion of high-end products was increased and new products were promoted;in terms of price,the price system was adjusted and product differential pricing was implemented;in terms of channels,traditional channels were upgraded,new channels were expanded,and channel fleeing was cracked down;in terms of promotion,precision marketing was implemented and general assembly was increased Staff maintenance,etc.