MBA教育中心知识库

In recent years, with the rapid development of social economy and the continuous improvement of people's living standards, people's demand and quality of dairy products, which are the most popular among high-protein nutritional products, are also increasing. But after the "melamine" incident in 2008, China's dairy industry has entered an unprecedented dark zone. Crisis is an opportunity. Among the 108 dairy companies in Hebei tested in 2008, only three dairy companies did not detect melamine in related products, and one of them was Kangnuo Dairy Company. super channel. Kangnuo Dairy has always been based on the production and sales model based on the prototype of the whole industry chain structure, giving full play to the controllable advantages of the whole industry chain in each link, thus ensuring the safety of food and gaining the trust of consumers. By analyzing the marketing value chain of Kangnuo Dairy, this paper improves Kangnuo Dairy's marketing strategy based on the perspective of the whole industry chain, so as to help Kangnuo Dairy Company achieve performance growth under the new situation. This paper firstly introduces the research purpose, significance, research status and development trend at home and abroad, and uses the relevant knowledge and theories of economics and management to explore the problems existing in the marketing strategy of Kangnuo Dairy Company, and analyze its causes and theories. At the same time, the whole industry chain perspective is integrated into the company's development strategy, and the improvement of the company's development strategy is the main line of research. Finally, the improvement strategy of Kangnuo Dairy's marketing strategy based on the whole industry chain perspective is proposed. Through the research on the improvement of Kangnuo Dairy's marketing strategy based on the perspective of the whole industry chain, this paper can provide some practical reference for the development strategy of Kangnuo Dairy Company, so that Kangnuo Company's dairy products can meet people's growing consumer demand. At the same time, it provides more reliable quality assurance.