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论文笔者（签名）：
2023年 1月 2日
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3
YY乳业数字营销策略优化研究
摘要
在当今数字时代，出现新时代技术、新营销环境、新营销模式，新消费群体等一
系列“新”东西的大量涌现，为市场营销带来了巨大的变化，为企业商家的市场营销
提供了全新的思路、全新的视角以及全新的方式去观察客户、吸引关注并推销商品，
从而达到销售的目的。数字营销已成为现代企业持续化发展的唯一途径，具有非常重
大的意义。而当前中国国内乳业已形成以伊利乳业为首的“一超多强”的局面。同时
还有国外品牌大量涌入，进一步压缩了国内其他乳业企业的生存空间。YY乳业作为
淮南本土的知名乳业公司，拥有 65年历史的安徽老字号企业，却在数字营销上进展
缓慢，缺乏创新性以及个性化。YY乳业面对当前数字环境的驱动以及压力,而且目前
乳品行业竞争激烈且寡头垄断比较明显，先前 YY乳业在数字营销的滞后思路及方
法，使得其竞争上处于劣势地位。因此 YY乳业需立足于目前的乳品行业，不断挖掘
周边业务和潜力资源的空间，利用乳品的延展性，加强自身研发能力等，在做好做实
业务的产品基础上，不断延伸自身的产业链和生态链，增强自身软硬实力，能够在目
前激烈的行业竞争有的一席之地。
本文阐述了数字营销、整合营销理论及顾客价值等理论基础，并对数字营销当前
国内外研究现状进行梳理，以 YY乳业为研究对象，通过 PEST分析和行业分析介绍
了 YY乳业的数字营销环境。通过问卷调查、访谈等研究方法，了解 YY乳业数字营
销的现状，详细分析 YY乳业存在的问题，在充分结合公司发展实际的基础上，结合
数字营销、内容营销、搜索引擎营销以及整合营销传播理论等相关理论基础上提出
YY乳业数字营销的优化策略以及策略优化实施保障。
关键词：YY乳业；营销策略；数字营销
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YY乳业数字营销策略优化研究
ABSTRACT
In today's digital era, a series of "new" things such as new era technology, new
marketing environment, new marketing model, and new consumer groups have emerged in
large numbers, which has brought great changes to marketing, and provided new ideas,
new perspectives, and new ways to observe customers, attract attention, and promote
products for the marketing of enterprises, so as to achieve the purpose of sales. Digital
marketing has become the only way for the sustainable development of modern enterprises,
which is of great significance. At present, China's domestic dairy industry has formed a
situation of "one super and many strong" led by Yili Dairy. At the same time, a large
number of foreign brands poured in, further compressing the living space of other domestic
dairy enterprises. YY Dairy, as a well-known dairy company in Huainan and an Anhui
time-honored enterprise with a history of 65 years, has made slow progress in digital
marketing, lacking innovation and personalization. YY Dairy is facing the drive and
pressure of the current digital environment, and the current dairy industry is highly
competitive and oligopoly is obvious. Previously, YY Dairy's lagging ideas and methods in
digital marketing put it at a disadvantage in the competition. Therefore, YY Dairy needs to
be based on the current dairy industry, constantly tap the space of surrounding businesses
and potential resources, make use of the extensibility of dairy products, strengthen its own
R&D capabilities, and constantly extend its own industrial chain and ecological chain on
the basis of doing a good job in the practical business products, so as to enhance its own
soft and hard strength, which can have a place in the current fierce industry competition.
This paper expounds the theoretical basis of digital marketing, integrated marketing
theory and customer value, and combs the current research status of digital marketing at
home and abroad. Taking YY Dairy as the research object, this paper introduces the digital
marketing environment of YY Dairy through PEST analysis and industry analysis. Through
questionnaires, interviews and other research methods, we understand the current situation
of digital marketing in YY Dairy, and analyze the problems in YY Dairy in detail. On the
basis of fully combining the actual development of the company, we put forward the
optimization strategy of digitalmarketing in YY Dairy and the guarantee forthe
implementation of strategy optimization based on the theory of digital marketing, content
marketing, search engine marketing and integrated marketing communication.
KEYWORDS: YY Dairy；Marketing Strategy；Digital Marketing
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