Research on the Marketing Strategy of Huishan Dairy’s Entrance to Dalian
|School||Dalian University of Technology|
|Keywords||Market Segmentation Market Entry Strategy Marketing Strategy|
With the continuous improvement of people’s living standards as well as the growing health consciousness and the continuous progress of urbanization, China’s dairy industry is developing rapidly. Under this environment, national dairy companies are expanding their market to seize the various parts of the market. In addition,, the international dairy companies also strengthen the attack on the Chinese market after Sanlu incident that happened in 2008, which makes the local dairy companies feel desperate.Thus how to open up new markets just like strong local market has become an important point for the development of local dairy companies. To enter a new market, the most important part is marketing strategy. HuiShan Dairy is a large local dairy company, which is located in Shenyang. The market share reached 75%, and needed to expand outwards badly. This article mainly discussed the case of HuiShan Dairy, meanwhile, it also analyzed the HuiShan marketing strategy to enter Dalian combining with the related features of liquid milk marketing industry and the theories and methods of related disciplines and the author’s work experience in HuiShan.Through the meticulous analysis of the macro environment, liquid milk industry environment and the liquid milk competition environment of Dalian district, this paper analyzes the advantages and disadvantages of HuiShan Dairy. Under the research of Dalian area liquid milk consumer demand, the paper gets the target market of HuiShan’s liquid milk business by subdividing consumers, and then puts forward the Specific marketing strategy which include product strategy, price strategy, place strategy, promotion strategy of Liquid milk product for HuiShan dairy in Dalian market.