摘 要随着中国乳业竞争加剧,产业升级趋势加速,各大乳业品牌加快了争夺中高端市场的竞争。此外，受市场原材料价格的普涨，国内乳品企业普遍承受着很大的压力，常规液态奶毛利率急剧下滑已经成为不争事实。因此，乳业品牌企业也都将目光迅速投向了增速快、利润高、市场潜力大的冰淇淋产品,冰淇淋市场也已成为众多中外乳品企业激烈角逐的赛场。蒙牛集团是我国乳制品产业最耀眼的一颗新星,他的成长速度堪称奇迹,蒙牛也进军冰淇淋市场,并且冰淇淋也是蒙牛的利润增长点。2024 年 7 月我有幸作为蒙牛乳业（沈阳）有限责任公司冰淇淋事业部的实习业务员，在 7 月 3 号-18 号这在半个月的营销终端业务实习中，有辛苦也有快乐，我学到了很多,并不完全是与自己有关的专业知识，更多的是一种精神——蒙牛精神，一种打工经历，一种应对不同问题的经验，一种面临难题的考验，自己发现到自己从未了解到的能力，绝对是一次难忘的历程。本文分为五大部分，第一部分对蒙牛企业及其冰激凌产品做简单介绍；第二部分对蒙牛企业及其竞争对手进行分析；第三部分提出蒙牛冰淇淋市场存在的问题;第四部分提出蒙牛企业针对问题应实行的解决对策；第五部分是结论部分.关键词:蒙牛企业；营销策略；问题与对策ABSTRACTWith China's dairy industry competition， the trend to accelerate industrial upgrading, the major dairy brands in the high-end to speed up the fight for competition in the market. In addition, the EADS were mixed by the market price of raw materials ， domestic dairy enterprises generally under a lot of pressure ， a sharp decline in gross margins of conventional liquid milk has become an indisputable fact. Therefore， dairy brands also will be looking toward a rapid growth of fast, high profits ， the market potential of ice cream products ， ice cream markets of many foreign dairy companies have become fierce competition in the arena。 China's dairy industry, Mengniu Group is the most dazzling star， his growth has been a miracle, Mengniu has also entered the ice cream market ， and ice cream is Mengniu’s profit growth。 July...
