光明乳业的营销战略研究

上海交通大学硕士学位论文光明乳业的营销战略研究姓名：钱寅浩申请学位级别：硕士专业：工商管理指导教师：余颖2009011119972006701+STUDYONTHEMARKETINGSTRATEGYOFBRIGHTDAIRYABSTRUCTThisthesisresearchthemarketingstrategyofBrightdairy.BrightdairykepttheleadershipinthedairyindustrybeforeYiliLtdandMengniuDairyhadbeenthemaincompetitors.Till2006,Brightdairy’ssaleswasover7BillionsRMB,butfarawaywithitsmaincompetitors.So,thetargetofthethesisistoBrightdairy,howtoestablishthebrand,strengthenthecompetitionpowerandenlargethemarketsharebythemarketingstrategyinthefiercecompetitionenvironment.ThisthesisanalysesthemarketingchanceofBrightdairy,whichincludesfiveparts.First,itanalysestheenvironmentandthetrendofdairyindustrybymarketingenvironmentanalysis.Secondly,itanalysesthespecialproductfondness,informationreceivechannelandpurchasemodebycustomeranalysis.Thirdly,itanalysesBrightdairy’smaincompetitors,whichareYiliLtd,MengniuDairyandthemultinationalcompetitors.Fourth,itanalysesthefeaturesofthecollaborators,suchassaleschannelandmassmedia.Last,itanalysestheBrightdairy’sskillincludeitsstrengthandweak.Comparedwithitsmaincompetitor,Brightdairyhadadvantageinthefreshmilkproductlineandreservesystemanddisadvantageintheweakmarketingability.Onthebasisofmarketingchanceanalysis,thethesistriesfindingthesuitablesegmentfactorsfromtheclusteranalysis.ThethesissuggeststhatBrightdairyselectthehousewifewhoisresponsibleoffamilybuyingasthetargetmarketandfixpositioninproviding“thefreshest”“thesafest”dairytocustomers.Accordingtoenterpriseposition,thisthesisgivesthesuggestionsonmarketingstrategyasfollow:First,toadjustBrightdairy’sportfoliobyfocusingonthoseproductlineusedbyfamily,suchasfreshmilk,UHTmilk,yogurt,icecreamandinfantmilkpowder.Onthebrandstrategy,thethesissuggeststhatBrightdairyshouldadoptoneplusmulti-brandstrategy.Diversebrandsshouldbeselectedtomeetthecustomers’requirementondifferentlevels,underanuniteenterprisebrand—“Bright”Secondly,toraisethe“Bright”brandvaluebypremiumtactics,excepttheinfantmilkpowdermarket,whichshouldbeadoptskimmingpricing.Thirdly,topersiston“lightassetsstrategy”andattachimportancetothetraditionmarketingchannelmeanwhiletryingdevelopingnewchannelmodes.Fourthly,tostrengthenthepromotionpoweranddesignthenewproductonthebasisofmarketresearch.Fifth,toeffectivelyexecutethemarketstrategybytheadministrationinthefieldofhumanresource,financialaffairs,supplychain.KEYWORDS:dairyindustry,Brightdairy,marketingstrategy,customerdemands,segment,position,competition1S800100018002006180025%3%2STP5CSTP4P1+341956197819965050200020022002200227200370%2012FIGURE1TheSalesandGrowthRateofBrightdairyfrom2001to2006200672.1200713858.14920.95981.26785.76904.27213.532.34%21.55%13.45%1.74%4.48%27.55%01000200030004000500060007000800020012002200320042005200650612005200612006199920062140%623780%15%20041200711920045980399.999.799.397.6220021000200620002006FIGURE2TheDairyConsumptionandGrowthRateofDifferentAreain20062006400010009237.9%16.3%10.6%8.2%6.1%375%15%30.8%FIGURE3TheComparisonofDifferentDairy’sSub-marketbetween2005and2006410FIGURE4FiveForcesAnalysisofDairy12006CR460%CR458010200525%30%405.28%nnnnnnnnnnnnnnnnnnnnnn11FIGURE5TheSalesofMainDairyCompanyin2006250%3**124AC200420065100~20013114352143FIGURE6ThePrimaryPurchasesFactorofDairy5135.7%3121.7%2819.6%17.5%25142143FIGURE7TheCustomers’PreferencesonDairyProperties60.18951.7%7451%73384.6%1512145.5%65143FIGURE8Customers’PreferencesonProductStructure64.6%9234.3%49143FIGURE9Customers’SelectiononInformationReceiveChannel163635262325.2%24.5%18.2%16.1%24.5%18.2%16.1%20052005224.83020001000100017FIGURE10CompetitionStrategyGroupLowHighGroupLowHighGroupLowHighGroup181201020201510200620062320200547%50.22%220053000200620062010322.7%195LGG15~10200320102006200632.8%200690%30%2200510201400200616310%()80%120062021RichKeen50%290%330%22FIGURE11TheDairy’sSaleChannel180%14%2325%~10%1242325FIGURE12TheCompanySkillofBrightdairynnnnnnnn“”nnnn12nnnnnnnnnnnn“”nnnn12nnnn26124802007200617.6%5.7%2719561228FIGURE13TheResultofClusterAnalysis131CL1CL21.325~28CL3CL241.2%229CL4Table1TheMeanValueofClusterVariableVariableOverallCL1CL2CL3CL43.434.222.573.434.141.961.332.142.241.573.084.222.073.103.572.394.331.292.332.292.533.781.862.482.432.753.672.213.191.293.354.672.573.333.293.333.893.073.054.003.414.223.143.243.432.452.781.642.902.292.122.331.862.242.003.023.223.002.524.292.883.672.363.192.002.453.332.072.432.142.512.562.292.522.862.552.561.642.953.143.063.782.143.243.433.414.003.003.483.291.3921.5561.2861.4761.1433.2553.0003.3573.1433.7141.8242.1111.4292.0951.4290.1760.2750.4120.137CL2CL3CL4CL1CL3CL1CL2CL4CL2CL4301633161622CL42228CL22835CL3235CL1CL431FIGURE14TheEstimationofSegmentMarket1nnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnn32234335FIGURE15TheTargetSelection13423.3540%...3637FIGURE16BCGAnalysisofBrightdairy140%10%25%50%BCG50%20%-18%-16%-14%-12%-10%-8%-6%-4%-2%-010x4x2x1x.5x.4x.3x.2x.1xBCG20%-18%-16%-14%-12%-10%-8%-6%-4%-2%-010x4x2x1x.5x.4x.3x.2x.1xBCG20%-18%-16%-14%-12%-10%-8%-6%-4%-2%-010x4x2x1x.5x.4x.3x.2x.1xBCG38+2200515%AB100330%56