“问题奶粉事件”后SWOT在蒙牛营销策略制定中的应用研究

SWOT’s applying research in Meniu marketing strategy after "problem milk powder" event

SWOT分析方法适用于企业经营环境分析。以SWOT方法作为理论基础,对在出现"问题奶粉事件"后蒙牛的经营环境进行分析,找出在问题奶粉事件后蒙牛经营战略制定所必需的四类关键因素:外部机遇(O)、外部威胁(T)、内部优势(S)、内部劣势(W),密切联系蒙牛现在的实际情况,对企业战略的重点给予确定并加以纠正和完善,帮助企业确定经营战略目标,并提出切实可行的营销策略以使企业在激烈的竞争中继续保持奶制品行业龙头老大的位置。

SWOT was made in strategic planning for En terprises.Based on the theoretical principle of SWOT, this paper analyzes the business environment of Mengniu after the event of problematical milk,and then find out the the 4 key factors：opportunities、threats、 strengths、weaknesses,tying up the practical situation of Mengniu now,then confirm and the importances of enterprise strategy or correct and make it perfect to help Mengniu set a proposal of marketing strategy that keep Mengniu the first place in the dairy industry in the fierce Competition.