伊利液态奶黑龙江县级市场营销策略

哈尔滨商业大学

摘 要 ：伊利在近几年发展飞快,特别是在2010年生产多样化产品,同时收到了大部分顾客的好评,成为了中国奶制品市场的领军人物.但是最近的奶粉中毒事件严重影响了伊利在黑龙江市场的销量. 为解决问题, 联系伊利的目标市场的市场环境, 提出产品和机遇对市场结构发展的区别的分析和深化以及建议.

关 键 词 ：黑龙江伊利村镇牛奶市场战略

1.The status of Erie county marketing strategy of Heilongjiang.

TheErie county market can be mainly divided into rural market and county market.The Living standards of people living in county is higher than who lives in rural area and their consciousness of drinking milk is relatively strong.After investigation,middle-aged,the elderly,youth,students are the main groups who buy milk.The Living standards of people living in rural area is relatively low and the main groups who buy milk are Children,students,and the elderly.

2.Analysis of problems in the Erie county marketing strategy

2.1 Target market positioning is not accurate

Every business,to pinpoint the product positioning,must first find prospective consumers and their characteristics of needs.Erie sells hundreds of varieties of products in county market,not considering county people's purchasing power and their demand.Mengniu' s Target market positioning is relatively succesul.In county market Mengniu only sell pure milk and yogurt,considering the county consumers' demand.

2.2 Sales channel of the rural market is blank

Middlemen,wholesalers and retailers consist the whole sales channel of Erie in the county.This kind of traditional channels modes is not very suitable for the relatively short shelf life liquid milk.And the sales county market are lower,so channel efficiency is low.The long channel is very easy to make the product expired,and the coverage of the channel mode is narrow,causing someone wants to buy but can not find a place to buy.

In rural markets liquid milk sales channel is pletely blank.Before the countryside people life level is low,purchasing power is poor,and refrigeration and preservation technology is relatively backward.Now in the right policy interests of the nation,under the action of the farmers' living standard enhances unceasingly,purchasing power up as well as produced drink milk consciousness,plusing rural cold storage,preservation technology improvement,it is time for Erie to develop the rural market and construct the sales channel.

2.3 The means of product promotion are single

Enterprise in order to achieve the success of marketing activities need not only to the appropriate price,through the proper channels to market to provide the appropriate product,but also to take the appropriate way to promote the product sales and promotion is also one of the important elements of marketing bination.［1］The so-called promotion is that marketers will traner enterprises and products （brand） information through various ways to consumers and support and promote its understanding,trust and purchase this product of the enterprise,promoting their understanding,trust and purchase this product of the enterprise.For liquid milk,it is a low concern good,so consumer buying decisions follow such a sequence:Know-try to purchase-satiaction （not satiied） -repeat purchase （stop buying）.［2］Therefore,in the promotion strategies,to promote the popularity of the brand and inducing consumers try to purchase is the main content.

In Qinggang market Erie,when the milk just listed,it make the buy a send a promotional activities.But,after the promotion of marketing strategy,Erie Lack of detail plan that promotes consumers to make Follow-up purchase.That is to say,its marketing strategy is short,paying attention only to a certain stage market effect.In such ways of marketing guidance,the market is the actual effect often when there is a promotion and once the promotion ends,most consumers return to the original brand.Investigate its reason,the problem in Erie is excessively infatuated with their products,heily reliant on their force to attract customers,without brand promotion activities timely follow-up.Due to a lack of timely brand publicity,Consumers don't know the brand personality and differentiation of Erie and they are unable to get material and emotional satiaction from the brand,focusing on product sale and lacking of lasting buy motivation.［3］

3.The analysis of the cause of Erie county marketing's problem

3.1 Channel not perfect and not value the role of retail terminal

1.Liquid milk products as a daily consumption food,consumers purchase frequently and pay attention to buy frequently convenience.Erie take intensive distribution strategy,increasing the density distribution outlets so that consumers can buy the product as far as convenience.［4］

2.“Win terminals”has bee more and more enterprises consensus,However,retail terminal management in Erie is not very seriously.［5］

3.Erie does not pay enough attention to the feedback information of retail terminal

3.2 Selection and training marketing talent level is low

In personnel selection aspects,Erie he three rounds of interviews,first try,retest and eventually try for newers.But for some problem such as unreasonable question design,the whole interview can't test the applicant real level so it cannot pick out the best talent.

Erie he their own business school,but the school only teaches employees simple sales knowledge and enterprise culture,cannot really help its staff.

4.Conclusion

Since the 2008 melamine milk powder incident,Chinese dairy industry is tremendous blow.Consumer distrust manufacturers.Foreign dairy enterprises entered China and preempted market quickly.Based on the present situation,the development and occupation of county market are particularly important for Erie,the leading china dairy industry enterprise.Now the Erie county market in liquid milk is facing the following several problems:inaccurate target market positioning,poor product quality,blank rural market channel,single product promotion means single,etc.This article through analysis of enterprise internal and external factors and environment,make the conclusion over how Erie liquid milk to overe these problems:

1.Locate the target market according to the demand.Customers of County target market he their own characteristics and demand,so Erie should make product localization according to its needs.

2.Execute product differentiation strategy, establish and perfect the accepting milk mechani. Improve the product formula to reduce the use of additives.

3.Strengthen the management of retail terminal

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