伊利液态奶黑龙江县级市场营销的策略的研究.doc

伊利液态奶黑龙江县级市场营销策略研究 　　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 peoples purchasing power and their demand.Mengniu s Target market positioning is relatively successful.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 completely 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，und