天友乳业发展现状和营销策略研究

摘 要近年来，我国乳业呈现出蓬勃发展的喜人局面，其中，除各大知名乳业集团继续扩大规模外，逐渐兴起了一大批中小型企业，形成了大中小型乳业企业并存，市场逐渐向高端、类别细分化等方面发展。但随着大量乳业企业的涌入，在消费市场逐渐萎缩的情况下，企业的利润率逐渐降低，很多乳业企业经营管理不善，拘泥眼前利益，破坏市场规则，甚至发生的“三聚氰胺”事件一度让乳业企业陷入集体“哑言”。再度迎来春天，乳制品企业的发展究竟应寻求怎样的出路？本文将以老牌企业重庆天友乳业股份有限公司为范例，结合重庆当地乳业发展环境，从营销的角度分析，探讨天友乳业如今的发展现状以及在营销方面存在的问题。同时借鉴国内外乳制品企业发展的优秀经验，探究天友乳业未来的营销发展策略。 关键词：天友乳业；发展现状；营销；渠道第 1 页 共 8 页Abstract In recent years, China's dairy industry showing booming gratifying situation, which, in addition to the major well-known dairy group continues to expand the scale, the gradual rise of a large number of small and medium-sized enterprises, the formation of small, medium and large dairy enterprises coexist, the market gradually to the high-end,broken down into categories such development. With the influx of a large number of dairy enterprises in the consumer market is gradually shrinking, corporate profit margins decreased gradually, many dairy business mismanagement, rigidly stick to the immediate interests and undermine market rules, or even "melamine incident once let The dairy enterprises into the collective "dumb Introduction. Once again usher in the spring, whether the development of the dairy companies should seek the kind of a way out? This article will be veteran enterprise Chongqing Tianyou Dairy Co., Ltd. as an example, combined with the Chongqing local dairy development environment, from a marketing point of view, Tianyou Dairy Today the status quo as well as the existing problems in marketing....