Abstract
In an increasingly fierce market competition conditions, it’s of far-reaching significance to attach importance to marketing strategy and strengthening research on the survival and development of enterprises. In the long term, the success of the marketing strategy of enterprises’ not only make the product or service efficiently delivered to the consumers, but also to promote the sustainable development of enterprises’. Enterprises must adjust and update the existing marketing strategy, forming their own marketing features, as a result,the corporations can truly survive and develop.
In the short 6 years time, Mengniu Corporation’s main production income has risen from 1116th to 2nd. The Mengniu Corporation in the marketing aspect, has a special aspect whose unique is worth profiting from.
This article combines the theory and the facts together. It is divided into six parts to elaborate the frame of Mengniu Corporation’s marketing strategy. On the main theoretical basis of marketing theory, from the actual situation of Mengniu Dairy Corporation’s, Mengniu through the SWOT (internal and external environmental analysis) study, analyzing the internal and external factors.That influence the development of Mengniu Corporation’s.What’s more, pointing out the advantages and disadvantages of the existing marketing strategy and analyzing the major competitors,.At the same time,also using the application of 4P marketing theory in order to provide some feasible recommendations for Mengniu Group's future marketing strategy .I hope that through the Mengniu ‘s strategic marketing analysis and research to lay a solid foundation for my future work.
Key Words： Marketing Strategy；SWOT Analysis；4P Marketing Theory
