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1.2.2 Practical value
With more and more dairy enterprises entering kid’s milk market, this market gets mature day by day and competition becomes more and more fierce. Under this circumstance, Yili QQ Star must formulate appropriate strategies to survive and develop in this market. This paper formulates strategies for Yili by combining the theory of Porter’s competitive strategies and the practical situation of Yili QQ Star. This will help Yili QQ Star maintain its leading position and seek better ways to develop. This paper also provides reference for other dairy enterprises to formulate suitable competitive strategies in the highly competitive market.
1.3 Research frame
As is shown in Figure 1-1, this paper is pided into six chapters. Chapter one introduces the research background of kid’s milk market, the theoretical significance and practical value, and the organization of the research. Chapter two reviews the theories applied in this paper and the previous studies on the competition of dairy industry. Chapter three analyzes the industrial environment of kid’s milk based on the five forces model. Chapter four shows the hypotheses, the structure of the questionnaire and the data collection. Chapter five focuses on the data analysis and results. Final chapter gives conclusions and suggestions.