辽宁辉山乳业集团有限公司营销策略研究.doc

辽宁辉山乳业（集团）有限公司营销策略研究 IAbstract Dairy industry has a long history in the developed markets; however, it’s still in the developing stage in the Chinese market. There are currently more than 2000 dairy companies in China dispersedly located in a wide range. China has a large crowd of dairy products consumers and the diary market has huge potentials for developmentLarge domestic dairy companies are moving fast to obtain resources to grow themselves and also actively seeking finance from international financial institutions. Leading international dairy companies all view the Chinese market very promising and have all conducted business in China now. Four of them have built processing factories in ChinaSome of them which have largest shares of baby formula in first tier Chinese cities are considering expanding into the second and third tier citiesSome of them are building market shares in liquid milk and raw milk products. The competition in the Chinese dairy market is brutal This article studies Liaoning HuiShan holding Group Co. Ltd and investigate how to combine the modern marketing theory and business practice to develop a viable marketing strategy to help the local dairy companies grow faster and better This paper first describes the purpose, significance, contents and the research methods and innovations. The literature in the area from both domestic and abroad is reviewedSecondly the paper analyzes the marketing strategy theory which provides the theoretical foundation for the following writing. Thirdly, the current sales and the existing challenges facing Liaoning HuiShan holding Group Co. Ltd HuiShan.is analyzed. Fourthly, this paper put forward the marketing strategy from product, price, distribution, promotion, sales channels and other aspects based on the SWOT analysis of Liaoning HuiShan holding Group Co. Ltd. In the end, we lay out the conclusion and outlook Key Words: Dairy products marketing The marketing strat