我国乳制品市场需求分析及其营销策略

The demand of China's dairy market analyzing and the marketing strategies making

分析了我国乳制品市场需求的特点及其发展趋势,指出了随着我国居民收入的增加和对乳制品消费观念的转变,使用乳制品的消费者人数逐年增加,乳制品的消费量呈明显上升趋势,奶粉和液态乳的需求结构正发生变化,液态乳的需求量快速上升,液态乳的品种需求呈多样化的趋势。提出了乳制品企业应采取的营销策略,在产品策略上,应为消费者提供多样化的产品,并不断提高产品质量,开发新的产品,塑造品牌形象;在价格策略上,针对不同消费群体,采取大众化和差异化的定价策略;在渠道策略上,采用多种渠道模式并加强渠道的管理;在促销策略上,应加强对消费者的宣传,并运用多种媒体组合进行广告宣传。

Firstly,the paper analyzes the demand characteristics and the trend of China's dairy market.In this part,it indicates that following the income of China's citizens increasing and the dairy consuming attitudes changing,the number of dairy consumers is swelling every year and dairy consuming volume also shows the rising trend.At the same time,the demand structure of powered milk and liquid milk is changing.The demand volume of liquid milk is expanding in a repid speed and the assortment demand of liquid milk trends to be various.Furthermore,the paper proposes the marketing strategies the dairy companies should adopt.In the respect of product strategies,companies should provide consumers a variety of products,improve the quality of products continuously,develop the new products and portray the band image.In the respect of price strategies,according to different consuming groups,companies should adopt the popular and diverse price strategies.In the respect of place,companies should abopt various place models and strengthen the place management.In the respect of promotion,companies should reinforce the consumer education and utilize the combination of varied media to conduct advertising propaganda.