蒙牛乳业集团的市场营销策略分析摘要蒙牛乳业集团，在短短的九年间，它的排名从一千开外到如今的行业内第一，其成功的因素有很多很多，而其中最重要的因素是其相对合适有效的市场营销能力。其能够较好的审时度势并且适以应市场的变化和需求，运用了相对有效的市场营销策略组合，以及合理的细分市场，做出了较为准确的品牌形象定位，推出了非常有效的营销组合策略，蒙牛集团因而在激烈的市场环境竞争中取得了十分显著的成功。本文运用市场细分与定位及4PS营销理论以及SWOT分析对蒙牛乳业的营销策略进行分析和探讨。本文分为四大部分，第一部分对蒙牛企业的简介和概况；第二部分阐述了什么是市场营销策略分析以及市场营销策略的影响因素和分类；第三部分阐述了蒙牛乳业的市场营销现状；第四部分提出蒙牛乳业的市场营销策略中存在的问题；第五部分是蒙牛集团的营销问题的对策。关键词：蒙牛企业；营销策略；问题与对策AbstractMengniuDairyindustry,injustnineyears,fromtheranksoftheindustrytothetopoftheworldtoday,thesuccessofmanyfactors,andthemostimportantisitsrelativelyIappropriateandeffectivemarketingcapabilities,theonethousand.Itcanbetteradapttochangesinthemarketsituation,takethemarketmarketingstrategyisrelativelyeffective,reasonablemarketsegments,makethebrandmoreaccuratepositioning,launchmoreeffectivemarketingmix,andsucceedinthefiercecompetitioninthemarket.Inthispaper,themarketsegmentationandpositioningand4PSmarketingtheoryofMengniuDairyMarketingStrategyAnalysisanddiscussion.Thispaperisdividedintofourparts,thefirstpartoftheintroductionandoverviewofMengniuenterprises;thesecondpartexpoundswhatisthemarketingstrategyandmarketingstrategyanalysisofinfluencefactorsandclassification;thethirdpartdiscussesthestatusquoofMengniuDairyMarketing;thefourthpartputsforwardtheexistingmarketingstrategyofMengniuinquestion;thefifthpartisCountermeasuresofmarketingproblemsofMengniuGroup.Keywords:Mengniuenterprise;marketingstrategy;ProblemsandSolutionsIIIII目录摘要...........................................................................................................................................IAbstract.....................................................................................................................................II前言............................................................................................................................................11蒙牛企业概况..........................................................................................................................21.1企业简介...........................................................................................................................21.2企业标识视觉形象设计...................................................................................................21.3技术升级...........................................................................................................................31.3.1奶源建设...................................................................................................................31.3.2GPS冷链物流运输...................................................................................................31.3.3端到端质量管理体系...............................................................................................42营销策略及目标市场相关理论介绍......................................................................................52.1营销策略的定义.........................................................................
