奶源价格下跌背景下中国乳企面临的营销风险分析

Analysis on marketing risk of Chinese dairy enterprises in price declining of milk source

在国际国内奶源价格下跌的背景下,中国乳企将面临国内奶源缺失、库存爆仓、产品结构不合理、市场竞争进一步加剧和价格战等一系列营销风险。为了确保中国乳业的健康发展,在提高中国乳企自身营销风险防范意识的同时,中国政府和有关方面也应该发挥积极的作用;要在重视国内奶源基地建设的同时,建立乳企和奶农的长效利益机制;在适当限制进口奶粉数量的同时,积极扩大国内市场的乳品消费;在大力加强乳品消费教育的同时合理调整乳品消费结构,通过积极推进乳业兼并重组和乳业转型升级。不断提高中国乳企自身的经营管理水平,从而有效化解奶源价格下跌背景下中国乳企面临的营销风险。

Under the background of price of milk source at home and abroad, Chinese dairy enterprises will face a series of marketing risks including lack of domestic milk source, warehouse explosion, unrea- sonable product structure, and fierce market competition. In order to guarantee the healthy development of Chinese dairy industry, Chi nese government and relevant parties should play the active role at the same time of improving the awareness of marketing risk preven- tion of Chinese dairy industry; establish the long-term benefit mecha- nism of dairy enterprises and dairy farmers; actively expand the dairy products consumption in domestic market; reasonably modify the consumption structure of dairy products at the same time of strength ening consumption education of dairy products; promote dairy enter prises merge and recombination, and transformation and updating of dairy industry; improve the operation and management level of Chi nese dairy enterprises to effectively resolve the marketing risks that Chinese dairy enterprises face under the background of decline of price of milk source.