最近几年，我国乳制品行业快速发展，市场容量增加，人均占有量增加，乳 制品行业发展迅猛。但由于行业准入门槛较低，很多中小企业涌入市场，加速了 市场竞争。行业竞争加速的背景下，无论是大型还是中小型乳制品企业都深刻的 认识到了两个现实：高增长不等于高赢利，高市场占有率不等于高利润。因此， 以“利润”为导向将成为中国乳品企业关注的主流焦点，这必然对中国乳业未来 营销格局奠定新的基调。当今营销战略中，市场是水、产品是船、品牌是帆、营 销是风、企业是舵，营销战略就是企业命运之舵，企业要把握千变万化的市场行 情必须先谋后伐、精心策划、高效运做，才能在商海中劈风斩浪，赢得最后的胜 利。而MN乳业有限公司就是这样一个成功的典范。 MN乳业有限公司成立于1999年，公司在较短时间内借助于成功营销战略， 发展成为乳制品行业领军企业。由此，本文研究中分析了MN乳业有限公司营销 现状及存在问题，具体分析公司整体营销环境，利用PEST分析法分析公司宏观环 境，借助波特五力模型（具体包括行业新进入者、替代品威胁、现有竞争者、购 买商议价能力、供应商议价能力）分析MN乳业有限公司的中观环境，同时阐述 了公司营销的内部环境，SWOT工具分析了MN乳业有限公司在发展中的优劣势、 机遇、挑战；结合MN乳业营销战略指导思想和目标，针对原有营销战略现状及 问题，制定了更加符合现在经营环境的营销战略，这为促进公司市场营销范围的 扩大，保障产品营销，促进公司可持续性发展提供了便利。通过本文研究有利于 企业制定有效的营销战略，为企业拓展国际市场提供保障，为刺激乳制品企业发 展提供动力，为同类型研究提供参考。 关键词：营销战略；战略分析；MN乳业 Abstract Inrecentyears,China'sdairyindustryhasdevelopedrapidly,withincreasedmarket capacityandpercapitaoccupancy.However,duetothelowentrythresholdoftheindustry, manySMEsfloodintothemarket,acceleratingthemarketcompetition.Underthe backgroundofacceleratingindustrycompetition,bothlargeandsmalldairyenterpriseshave deeplyrealizedtworealities:highgrowthdoesnotmeanhighprofit,andhighmarketshare doesnotmeanhighprofit.Therefore,"profit"orientationwillbecomethemainstreamfocus ofChinesedairyenterprises,whichwillsurelysetanewtoneforthefuturemarketingpattern ofChinesedairyindustry.Intoday'smarketingstrategy,themarketiswater,theproductisthe ship,thebrandisthesail,themarketingisthewind,theenterpriseistherudder,themarketing strategyistherudderoftheenterprisedestiny,theenterprisetograsptheever-changing marketconditionsmustfirstseekaftercutting,carefulplanning,efficientoperation,inorder tocutwindintheseaofbusiness,winthefinalvictory.MNDairyco.,Ltd.issucha successfulexample. Foundedin1999,MNDairyCo.,Ltd.hasdevelopedintoadairyindustryleaderina shortperiodoftimewiththehelpofsuccessfulmarketingstrategy.Then,theresearchofthis paperanalyzesthemarketingpresentsituationandexistingproblemsofMNdairyco.,LTD., aspecificanalysisofmarketingenvironmentofthecompanyasawhole,usingPESTanalysis, theanalysisofmacroenvironment,usingporter'sfivemodels(includingindustrynew entrants,substitutethreat,existingcompetitors,purchaseabilitytonegotiatepriceand supplierbargainingpower)analysisofMNdairyco.,LTD.,mediumenvironment,atthesame time,thispaperexpoundstheinternalenvironmentofcompanymarketing,theSWOT analysisofMNdairyco.,LTD.,inthedevelopmentoftheadvantagesanddisadvantages, opportunitiesandchallenges;Accordingtothecurrentsituationandproblemsoftheoriginal marketingstrategy,amarketingstrategymoreinlinewiththecurrentoperatingenvironment isformulatedincombinationwiththeguidingideologyandobjectivesofMNdairymarketing strategy,whichprovidesconvenienceforpromotingtheexpansionofthecompany's marketingscope,ensuringproductmarketing,andpromotingthesustainabledevelopmentof thecompany.Thisstudyisconducivetotheformulationofeffectivemarketingstrategiesfor enterprises,toprovideaguaranteefortheexpansionoftheinternationalmarketfor enterprises,tostimulatethedevelopmentofdairyenterprisestoprovideadrivingforce,and toprovideareferenceforsimilarresearch. Keywords:Marketingstrategy;strategicanalysis;MNdairys. 目录 第1章绪论.......................................................................................................................1 1.1研究背景及意义..................................................................................................1 1.2国内外研究现状..................................................................................................2 1.2.1国内研究综述...........................................................................................2 1.2.2国外研究综述...........................................................................................4 1.2.3文献评述...................................................................................................5 1.3研究内容与方法..................................................................................................6 1.3.1研究的内容...............................................................................................6 1.3.2研究的方法...............................................................................................6 1.4研究的创新点......................................................................................................7 第2章本文相关理论.......................................................................................................8 2.1营销战略概念......................................................................................................8 2.2STP营销战略理论...............................................................................................8 2.2.1市场细分...................................................................................................8 2.2.2目标市场选择...........................................................................................9 2.2.3差异化和定位...........................................................................................9 2.34P营销组合理论...............................................................................................10 2.4战略分析基本工具............................................................................................11 2.4.1PEST宏观环境分析...............................................................................11 2.4.2波特的五力竞争模型.............................................................................12 2.4.3SWOT分析法.........................................................................................13 第3章MN乳业营销现状及问题分析.........................................................................14 3.1MN乳业有限公司公司简介.............................................................................14 3.2公司内部资源分析............................................................................................14 3.2.1公司组织架构.........................................................................................14 3.2.2研发能力.................................................................................................15 3.2.3营销能力.................................................................................................15 3.2.4财务管理能力.........................................................................................16 3.2.5人力资源能力.........................................................................................17 3.3公司营销现状....................................................................................................18 3.3.1产品策略.................................................................................................18 3.3.2定价策略.................................................................................................18 3.3.3渠道策略.................................................................................................19 3.3.4促销策略.................................................................................................19 3.4公司营销问题诊断............................................................................................20 3.4.1产品诉求多变.........................................................................................20 3.4.2产品缺少定位.........................................................................................20 3.4.3目标市场缺少细分....................