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I摘要随着中国乳业竞争加剧，产业升级趋势加速，各大乳业品牌加快了争夺中高端市场的竞争。此外，受市场原材料价格的普涨，国内乳品企业普遍承受着很大的压力，常规液态奶毛利率急剧下滑已经成为不争事实。因此，乳业品牌企业也都将目光迅速投向了增速快、利润高、市场潜力大的冰淇淋产品，冰淇淋市场也已成为众多中外乳品企业激烈角逐的赛场。蒙牛集团是我国乳制品产业最耀眼的一颗新星，他的成长速度堪称奇迹，蒙牛也进军冰淇淋市场，并且冰淇淋也是蒙牛的利润增长点。2010年7月我有幸作为蒙牛乳业（沈阳）有限责任公司冰淇淋事业部的实习业务员，在7月3号—18号这在半个月的营销终端业务实习中，有辛苦也有开心，我学到了很多，并不完全是与自己有关的专业知识，更多的是一种精神——蒙牛精神，一种打工经历，一种应对不同问题的经验，一种面临难题的考验，自己发现到自己从未了解到的能力，绝对是一次难忘的历程。本文分为五大部分，第一部分对蒙牛企业及其冰激凌产品做简单介绍；第二部分对蒙牛企业及其竞争对手进行分析；第三部分提出蒙牛冰淇淋市场存在的问题；第四部分提出蒙牛企业针对问题应采取的解决对策；第五部分是结论部分。关键词：蒙牛企业；营销策略；问题与对策IIABSTRACTWithChina'sdairyindustrycompetition,thetrendtoaccelerateindustrialupgrading,themajordairybrandsinthehigh-endtospeedupthefightforcompetitioninthemarket.Inaddition,theEADSweremixedbythemarketpriceofrawmaterials,domesticdairyenterprisesgenerallyunderalotofpressure,asharpdeclineingrossmarginsofconventionalliquidmilkhasbecomeanindisputablefact.Therefore,dairybrandsalsowillbelookingtowardarapidgrowthoffast,highprofits,themarketpotentialoficecreamproducts,icecreammarketsofmanyforeigndairycompanieshavebecomefiercecompetitioninthearena.China'sdairyindustry,MengniuGroupisthemostdazzlingstar,hisgrowthhasbeenamiracle,Mengniuhasalsoenteredtheicecreammarket,andicecreamisMengniu'sprofitgrowth.July2010IhadthehonorasMengniuDairy(Shenyang)Co.,Ltd.icecreamsalesmaninternshipDivision,inJuly3-18No.Thisishalfamonthbusinessinternshipinthemarketingend,therearehardalsohappyIlearnedalot,notallwiththeirownrelevantprofessionalknowledge,moreofaspirit-thespiritofMengniu,aworkingexperience,aresponsetotheexperienceofdifferentissues,oneproblemfacingthetestoftheirownfoundthathehadneverlearnedtheability,timeisamemorablejourney.Thisarticleisdividedintofiveparts,thefirstpartoftheenterpriseanditsicecreamproductsontheMengniudoabriefintroduction;secondpartofthecompanyanditscompetitorsMengniuanalysis;thethirdsection,Mengniuicecreammarketproblems;thefourthpartMengniucompaniesforcountermeasurestobetaken;Thefifthpartistheconclusion.Keywords:Mengniuenterprise;marketingstrategy;ProblemsandSolutionsIII目录1蒙牛企业概况......................................................................................................................11.1企业简介....................................................................................................................11.2企业标识视觉形象设计............................................................................................11.3冰激凌主要产品介绍................................................................................................21.3.1冰+系列............................................................................................................21.3.2随便欧罗旋系列..............................................................................................21.3.3绿色心情系列..................................................................................................32蒙牛企业分析......................................................................................................................42.1企业SWOT分析.......................................................................................................42.1.1蒙牛优势（Strengths）...................................................................................42.1.2蒙牛劣势（Weakness）..................................................................................52.1.3蒙牛机会（Opportunities）............................................................................62.1.4蒙牛威胁（Threats）......................................................................................62.2冰激凌竞争对手分析................................................................................................72.2.1伊利..................................................................................................................72.2.2和路雪..............................................................................................................72.2.3光明..................................................................................................................73蒙牛企业营销中存在的问题..............................................................................................83.1营销人员问题............................................................................................................83.1.1营销人员的素质问题......................................................................................83.1.2营销人员的能力问题......................................................................................83.2企业文化问题............................................................................................................83.3客户选择问题............................................................................................................94蒙牛企业营销问题的对策................................................................................................104.1通过素质教育和知识培训，提高营销人员的素质..............................................104.1.1对营销人员进行素质教育............................................................................104.1.2对营销人员进行知识培训............................................................................104.2把企业文化落实到行动中.............................