摘要

随着经济的快速发展，居民收入水平的不断提高，人们的营养观念和消费习惯已经发生了改变，从而对乳制品的需求也逐渐上升。近几年，作为新兴产业之一的乳制品行业发展迅速，产量和销量均快速增长。面对激烈的市场竞争，特别在产品质量问题频频发生、产品同质化现象严重的今天，乳制品企业怎样制定有效的营销策略来减少消费者内心的恐慌，提高企业的市场占有率，已经成为乳制品企业讨论的关键。

本文选取陕西省神木县蒙牛分公司营销策略作为研究对象，在相关理论及营销策略相关理论研究的基础上，结合调查取得的数据，对蒙牛营销行为进行了定量分析和定性分析。通过系统分析和研究，建立安全的品牌形象，推进奶源建设，梳理好生产和销售的中间环节，重点抓好质量安全工作。品牌重塑随着媒体费用的不断增长，品牌传播一味单纯依靠广告的投入投资回报不成比例，乳业的萆新洗牌，营销的手段需要更多元化。品牌的传播需要在识别系统、传播立体化、诉求传承，团队专业化上做足文章。销售体系下，存在事业部变革磨合中，销售理念差异化、渠道管理资源危机，组织文化存在竞争力缺乏问题，建议推进”三位一体”品牌的推广，即将产品销售、品牌传播、消费者体验有效结合运用的营销模式，推进业务标准化，夯实渠道基础。

关键词：蒙牛乳业；营销策略；对策建议

ABSTRACT

The habit has changed, and the demand for dairy products is increasing. In recent years, as one of the emerging industries dairy industry has developed rapidly, production and sales have increased rapidly. Today, in the face of the fierce market competition, especially in product quality problems occur frequently, products homogenization phenomenon is serious, dairy enterprises how to make effective marketing strategies to reduce panic in the hearts of consumers, improve the enterprise’s market share, has become a dairy enterprises to discuss the key.

This paper selects Shenmu county, Shaanxi Province, Mengniu branch marketing strategy as the research object, on the basis of relevant theoretical research of relevant theories and marketing strategy, combined with survey data, Mengniu marketing behavior of quantitative analysis and qualitative analysis. Through the system analysis and research, the establishment of a safe brand image, promote the construction of milk collection, combing good production and sales of the intermediate links, focusing on the quality and safety of the work. Brand remodeling with growing media cost, brand communication blindly rely solely on advertising investment return out of proportion, dairy Bixie shuffling and means of marketing need more diversified. The spread of the brand needs to identify the system, the dissemination of three-dimensional, appeal heritage, the team is specialized in doing enough articles. Sales system, there exists a cause changes in the run in, sales philosophy of difference, and the management of the channel resource crisis and cultural organization existence problem of the lack of competitiveness and recommendations to promote the “Trinity” brand promotion about product sales, brand communication, consumer experience effective combination of marketing mode, promote the standardization of business, consolidate the basic channels.

KEY WORDS：Mengniu Dairy; Marketing strategy; Countermeasures and suggestions

摘要……………………………………………………………………………………………………………… 1

ABSTRACT………………………………………………………………………………………………………. 2

1绪论…………………………………………………………………………………………………………… 4

1.1研究背景和意义……………………………………………………………………………………… 4

1.1.1研究背景……………………………………………………………………………………… 4

1.1.2研究意义……………………………………………………………………………………… 5

1.2国内外研究综述……………………………………………………………………………………… 5

1.2.1国外研究综述……………………………………………………………………………….. 5

1.2.2国内研究综述……………………………………………………………………………….. 6

1.3研究思路和研究方法……………………………………………………………………………….. 6

1.3.1研究思路……………………………………………………………………………………… 6