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. 伊利乳业市场4P营销策略研究(2):http://www.youerw.com/yingyu/lunwen_26845.html