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Abstract For many years, Yili has been the leader of kid’s milk market. However, with the entrance of domestic and international famous brands, it’s much harder for it to stay ahead. Therefore, the implementation of appropriate competitive strategies becomes particularly important. 31270
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This paper analyzes the external environment of kid’s milk industry based on Porters’ five forces model and then analyzes consumer behavior, consumer demand and their views on Yili QQ Star based on the data collected by questionnaire. Following conclusions are drawn from the analyses above：Product homogeneity is a serious problem in kid’s milk market and the products of Yili QQ Star lack of differentiation; Consumers’ switch cost is low and their bargaining power is strong; The control of milk source is important to the development of Yili QQ Star; Quality, function and taste are three main factors affecting consumers’ purchasing decision.
According to the analyses and conclusions above, this paper suggests Yili QQ Star take differentiation strategy as its main competitive strategy along with cost leadership strategy as its minor strategy. The specific strategies are as follows: implement product differentiation strategies, construct milk source bases and build a better brand image.
Key Words: competitive strategies five forces model Yili QQ Star kid’s milk market
摘要多年以来,伊利一直处于儿童奶市场的领导者地位。然而，随着国内外其他品牌的加入，伊利要想文持儿童奶市场的领先地位比之前要难得多。因此，实施合适的竞争战略显得尤为重要。
本文运用波特竞争五力模型对儿童奶行业环境进行分析，并通过问卷调查，对伊利QQ星消费者市场进行分析。经过分析，得出以下结论：儿童奶市场竞争激烈，产品同质化严重，伊利QQ星的产品缺少差异性。消费者转换成本低，议价能力强。对奶源的控制关系到伊利QQ星的长期发展。质量，功能和口感是影响消费者购买决定的最主要因素。消费者对功能、配方以及牛奶口感的需求尚未被完全满足，他们希望未来有更多的选择。
根据以上分析和结论，本文认为伊利QQ星应该以差异化战略为主要战略，并辅以成本领先战略。具体战略为：采取产品差异化战略；建设奶源基地；创建更好的品牌形象。
毕业论文关键词：竞争战略 五力模型 伊利QQ星 儿童奶市场
Contents
Abstract i
摘要 ii
Chapter One Introduction 1
1.1 Research Background 1
1.2 Significance and purpose 2
1.2.1 Theoretical significance 2
1.2.2 Practical value 2
1.3 Research frame 3
Chapter Two Literature Review 4
2.1 The conception of corporate strategy 4
2.2 Porter’s competitive strategy 4
2.2.1 Five forces model 4
2.2.2 Porter’s generic strategies 6
2.2.3 The limitation and development of Porter’s generic strategies 7
2.3 Previous studies on the competition of dairy industry 8
Chapter Three The industry environmental analysis based on five forces model 10
3.1 Analysis of the current competitors 10
3.1.1 Intense competition between many brands 10
3.1.2 Lack of differentiation 11
3.2 Analysis of buyers 12