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3.1.3 Economic environment analysis 7
3.1.4 Social and cultural environment 7
3.1.5 Science and technology environment analysis 8
3.1.6 Nature environment analysis 8
3.2 Micro-environment analysis 9
3.2.1 Capital capacity analysis 9
3.2.2 Production capacity analysis 9
Chapter four The analysis of dairy products marketing strategy of Yili group 10
4.1 Product strategy 10
4.1.1 Product differentiation 10
4.1.2 New product development 11
4.1.3 Brand and trademark strategy 12
4.2 Price strategy 13
4.2.1 Thinking about the cost that the consumers’ willing to pay 14
4.2.2 High-end market pricing strategy 14
4.2.3 The low-end market pricing strategy 15
4.3 Place strategy 15
4.3.1 Expansion of production 16
4.3.2 Network platform construction 17
4.3.3 Integration secondary channel 17
4.4 Promotion strategy 18
4.4.1 Advertisement 18
4.4.2 Expanding strategy 18
4.4.3 Public relations strategy 19
Chapter five Conclusion 20
References i
The Research on Dairy Products Marketing Strategies in Yili Group
Chapter one Introduction
1.1 General Statement of The Paper
China dairy industry has developed fast since the reform began three decades ago. The total output of milk products has an increase of 42.8 times from 0.883 million tons in 1978 to 37.815 million tons in 2009. (China agriculture,2008,p.54) The average milk consumption has increase much from the last decades because of the rapid increase in dairy industry and the expansion in dairy consuming market. China become a big consumer of milk in the world.
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.
Under this situation, Yili has achieved a great success in its industry and set a great example for other dairy enterprise. What’s its fundamental power? And what’s its marketing strategy in this period? Is it effective or not? And what does it tell us in its strategies? In this paper, the author will give a comprehensive detailed analysis on its strategy, which can make some reference for Yili and other dairy enterprise.
1.2 Research Objectives and Research Significance
Research Objectives: Through the study of dairy products marketing strategy in Yili group, the author tries to find out the effective dairy products marketing strategy in order to provide some reference for other dairy company.
Research Significance: Nowadays, the market environment is very complex，changeable and competitive. In order to quickly adapt to the changeable market, the enterprise should try their best in marketing segmentation and positioning, brand building and innovation. It will benefit the development of dairy products in Yili by making a study of marketing strategy in Yili dairy products.