Research On The Marketing Strategy Of M Company's Ambient Temperature Liquid Milk In Sichuan And Chongqin

This study has a positive effect on promoting the sales of M Company’s ambient liquid milk and has some practical value in boosting domestic consumption.This study takes the Sichuan-Chongqing region of M Company’s ambient liquid milk as the research object,uses the 4P`S combination strategy theory and STP market segmentation theory and Ansoff’s strategic matrix theory,adopts the literature method and survey method,investigates the current situation of M Company’s marketing strategy in the Sichuan-Chongqing region.It was found that Company M adopts a market penetration growth strategy and a competitive strategy that combines cost leadership and differentiation and finds that the Sichuan-Chongqing region adopts a multi-brand and multi-combination product strategy in terms of product,a uniform product recommended retail price strategy in terms of price,an agent-based distribution channel strategy in terms of channel,as well as personnel sales,advertising and promotion,sales promotion and public relations.In terms of channels,the company adopts a distribution channel strategy based on agents,and a promotion strategy consisting of personnel sales,advertising and promotion,business promotion and public relations.Through a survey of the marketing environment,especially consumers and major competitors,it was found that Company M’s market penetration growth strategy and cost leadership competitive strategy are homogeneous with those of its main competitors.Thus,it needs to further implement a differentiation strategy.The main problems with the marketing strategy in the Sichuan-Chongqing region were unclear brand construction planning,homogenisation of product mix strategy;price strategy highly similar to that of its rivals;weaker agents than its rivals;inadequate sales staffing and insufficient means.Through in-depth interviews with M’s agents,the causes of problems such as incomplete implementation of marketing concepts in the Sichuan and Chongqing regions,insufficient innovation,inappropriate channel construction,irregular financial closure and inadequate protection were identified.According to the current situation and conditions of Company M,corresponding marketing improvement strategies were proposed,namely: improving the brand image,optimising the product mix and developing new products;improving the price reduction and promotion strategy;strengthening the sales force of agents;and improving the promotion mix strategy.To ensure that these strategies are implemented,supporting organisational staff,financial services and corporate culture are also provided.The results of the study also clarify that there are still shortcomings and provide an outlook for future research on ambient liquid milk in Sichuan and Chongqing.