MBA教育中心知识库

党的二十大报告明确指出，建设现代化产业体系，坚持把发展经济的着力点放在实体经济上。乳制品行业作为中国实体经济的重要产业之一，不仅对上游的饲料种植、畜牧养殖，下游的生产加工、终端销售等产生重要的影响，而且关乎着国计民生，为促进实体经济健康发展带来动力。同时，乳制品行业面临着来自多方面的竞争压力，国际品牌进入国内市场，国内两大巨头伊利、蒙牛的全面渗透，区域性品牌的地方性优势，还有种类繁多的可替代品。面对这些挑战和压力，区域乳制品企业需将重点放在市场营销策略的选择和优化上，以更好地外塑乳制品行业的形象，内促乳制品行业高质量创新发展。
传祁乳业是甘肃前进牧业科技有限责任公司下属的乳制品企业，地处河西走廊黄金奶带，凭借得天独厚的地理环境优势，快速发展壮大。本文应用实地调研法，了解传祁乳业的发展历程。在梳理国内外相关文献基础上，以“4P”营销理论、SWOT分析法、市场营销环境为理论依据，结合消费者调查问卷，对传祁乳业低温酸奶市场营销现状及其存在的问题进行深入分析。发现低温酸奶产品存在产品种类单一、包装缺乏创新、产品价格区间狭窄、渠道发展不均衡、促销宣传缺乏力度等问题，并对市场营销环境进行宏观和微观分析，尔后针对性的提出了传祁乳业低温酸奶市场营销策略优化建议，以及从搭建营销架构、完善管理制度，营销队伍打造，严格质量管理、强化市场监测方面提供的实施保障措施。

The report of the 20th National Congress of the Communist Party of China clearly pointed out that in building a modern industrial system, the focus of economic development should be on the real economy. As one of the important industries of China's real economy, the dairy industry not only has an important impact on the upstream feed planting, animal husbandry, downstream production and processing, terminal sales, etc., but also relates to the national economy and people's livelihood, and brings impetus to promote the healthy development of the real economy. At the same time, the dairy industry is facing competition pressure from various aspects. International brands enter the domestic market, the comprehensive penetration of the two domestic giants Yili and Mengniu, the local advantages of regional brands, and a wide range of alternatives. In the face of these challenges and pressures, the dairy industry needs to focus on the selection and optimization of marketing strategies to better shape the image of the dairy industry and promote high-quality innovative development of the dairy industry.
Chuanqi Dairy is a dairy enterprise subordinate to Gansu Qianjin Animal Husbandry Science and Technology Co., Ltd., located in the golden milk belt of Hexi Corridor, and has developed rapidly with its unique geographical advantages. This paper uses the field survey method to understand the development process of Chuanqi Dairy. On the basis of combing the relevant domestic and foreign literature, based on the "4P" marketing theory, SWOT analysis, and marketing environment, combined with the consumer questionnaire, this paper made an in-depth analysis of the current situation and existing problems of Chuanqi dairy low-temperature yogurt marketing. It was found that low-temperature yoghurt products have problems such as single product category, lack of innovation in packaging, narrow product price range, unbalanced channel development, and lack of promotion and publicity. It also made macro and micro analysis of the marketing environment, and then put forward targeted suggestions on the optimization of Chuanqi's low-temperature yoghurt marketing strategy, as well as from the establishment of marketing structure, improvement of management system, marketing team building, strict quality management Strengthen the implementation guarantee measures provided by market monitoring.