“奶牛梦工场”营销策略分析-工商管理专业论文.docxVIP

重庆 重庆工商大学工商管理硕士（MBA）学位论文 II II Abstract Since reform and opening, the income level and quality of life of residents continue to improve with the rapid growth of China’s GDP, Nutritional Structure concern is also growing. Dairy products are gradually valued as they are rich in protein, calcium, phosphorus, vitamin and other nutritional value, which become an import component part of people’s daily balanced and nutritional diet. The enhanced awareness of national consumption of dairy products promotes the rapid development of the dairy market. But some dairy enterprises are shorted in milk supply due to the rapidly expanding market, which radically caused the melamine milk powder incident.”Cow DreamWorks” sprung up in this dairy industry reshuffle, quickly gained the recognition from the local consumer, and developed into the favorite brand in Chong-Qing’s dairy market. This paper researched on the current marketing situation of ”Cow DreamWorks”, and focus on the actual situation in the sales of this company. With the integrated use of SWOT analysis, STP strategic, as well as the marketing theory of 4Ps and other marketing theory and strategy related, this paper analyzed the internal and external environment of ”Cow DreamWorks” to identify the opportunities and threats it faces, the marketing strategy of ”Cow PAGE PAGE IV DreamWorks” according to research on the strengths and weaknesses of its competitors,and finally made recommendations . This paper consists of seven parts. The first part provides a brief description of the topics background, significance, and research approach and research methods; the second part describes and sorts the theories related to this paper; the third part analyzes the dairy market environment of china; the fourth part analysis and descriped the company of ”Cow DreamWorks” with Michael Porters Five Forces Model and SWOT analysis; The fifth part analyzes on market segmentation, market targeting and market positioning of ”Cow DreamW