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Abstract With the rise of living standards, dairy products are in a high demand and become a necessary part of our life. Our national dairy industries are in a good development level, and Yili group is a better one. Inner Mongolia Yili Industrial Group Co. is the largest and most robust dairy product line leader in China. And Yili is the only dairy producer that has served both the 2008 Beijing Olympic Games and the 2010 Shanghai World Expo in China.Yili Ranked among the top 10 companies in Rabobank’s 2014 global dairy top 20 report. It is the only Asian dairy enterprise that entered the global top 10. The good marketing strategy makes Yili succeed. The Marketing Theory of 4Ps become known to us in America in the 1960s with the emergence of Marketing mix theory. Theory of 4Ps are mix the of four basic strategy, including product, price, place and promotion. And it is called “4Ps” for short, with the 4P beginning in each word. This paper has studied the past few years Theory of 4Ps Marketing strategy including product,price,place and promotion, which will provides some reference for other dairy company, based on the analysis of macro-environment and micro-environment in Yili’s dairy industry marketing. It will provide some reference for the development of Yili through the study of its marketing strategies. In order to succeed, the enterprise should do a good job in environment adaptation, marketing segmentation and positioning, brand building and innovation in the fierce market competition.30874
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Key words: Dairy products of Yili Environment analysis Theory of 4Ps
摘 要随着人民生活水平的提高，人们对乳制品的需求量也越来越高，乳制品也渐渐成为我们日常生活中不可或缺的一部分。我国乳制品行业整体发展良好，其中又以伊利集团发展地更加出色。内蒙古伊利实业集团股份有限公司是中国乳品行业中规模最大、产品线最健全的企业，也是唯一一家同时符合奥运会及世博会标准，先后为2008年北京奥运会和2010年上海世博会提供服务的乳制品企业。在荷兰合作银行最新发布的《2014全球乳业20强》排名报告中，伊利集团名列全球乳业10强，并成为目前唯一一家进入全球10强的亚洲乳品企业。伊利的成功与其良好的营销策略是密不可分的。4P理论产生于20世纪60年代的美国，随着营销组合理论的提出而出现的。4P营销理论被归结为四个基本策略的组合，即产品、价格、渠道、促销，由于这四个词的英文字头都是P，再加上策略，所以简称为“4Ps”。本文通过对伊利乳业营销的宏观环境和微观环境分析的基础上，研究其过去几年来所采用的4P营销理论中的产品、价格、渠道和促销方面的市场营销策略，得出了一些启发，相信会对其他乳品企业提供一些借鉴。希望通过对伊利集团乳制品营销策略的研究，能够为其发展提供一些参考。为了适应当今激烈的市场竞争，企业必须及时适应环境，做好市场细分与定位，重视品牌建设，并保持不断创新，才能走向成功。
毕业论文关键词：伊利乳制品 环境分析 4P营销理论
Contents
Abstract i
摘要 ii
Chapter one Introduction 1
1.1 General Statement of The Paper 1
1.2 Research Objectives and Research Significance 2
1.3 Overall Structure of the paper 2
Chapter Two Literature Review 3
Chapter Three The Marketing Environment Analysis of Yili Dairy Products 5
3.1 Macro-environment Analysis 5
3.1.1 Policy and legal environment analysis 6
3.1.2 Population environment analysis 6