Research On Mengniu Dairy Shenyang Dairy Products Marketing Strategy Optimization

With the rapid development of China’s economy,people’s consumption and living standards are also gradually improving.At the same time,consumers pay more attention to the quality of life,especially with regard to food health.Healthy and safe food has gradually become the first choice of current consumers.From the perspective of the development of dairy product-related enterprises,large enterprises now include Yili,Mengniu and Tianrun Dairy.In Shenyang,relevant enterprises include Huishan,Mengniu,Wandashan and New Hope.It can be seen that the competitiveness of the industry is relatively large.For Mengniu dairy Shenyang dairy enterprises,the old business model is no longer applicable to the current development,and the new channel model poses a great threat to the previous dealer model.If Mengniu Dairy Shenyang dairy products want to be the leader of the industry,it needs to constantly carry out reform and innovation,especially in the marketing strategy,and form a new driving force for development.This article has a deep understanding of the market environment of Mengniu Dairy Shenyang dairy products,and at the same time,combined with the actual needs of consumers in the region,the corresponding market segmentation is carried out to clarify the customer groups,so as to provide differentiated products for different consumers,so as to improve market share.In addition,through the questionnaire survey and interview analysis of Mengniu Dairy Shenyang dairy marketing strategy,this thesis expounds some of its current shortcomings in marketing,and puts forward corresponding optimization plans based on its actual situation: first,in terms of products,diversified development should be carried out in combination with the characteristics of products,and the product sales mix should be continuously optimized;Secondly,in terms of price,it should be optimized from the two directions of cost and pricing;Thirdly,make appropriate adjustments to the sales channels.On the one hand,improve the display quality of products in the original channels,the distribution rate and penetration rate of modern channels,and at the same time,increase the interaction rate with consumers in the retail channels;Finally,in terms of promotion strategy,it is necessary to carry out diversified promotion and expand the strength of new media communication activities,so as to improve the competitiveness of the enterprise in the market,and also provide referential value for the relevant dairy manufacturing enterprises in China.