DL公司牧场整体解决方案营销策略的分析.pdfVIP

Abstract Dairy industryisboosting inrecent 20years. Rawmilkproduction istheupstream of the dairy value chain. There are different stages in the development of the dairy industry in China: before year 2008 the dairy market was increasing at high speed more and more investment came to this industry including manufacturers providing dairy farm equipment and consumables for farmusage. Since“melamine incident”in 2008 dairybusiness slowsdown:the total raw milkproduction annual increase from 17.4%to 1.29%.And the farms scale and the level of mechanization are changing along the time. As consequence the pattern of the demanding to the dairy farm equipment and services are changing along with the different stages and the product structuresarealsobeingchangedaccordingly. InChineseMarket dairyfarmequipmentmarketisdominatedmainlybyforeigndairy equipment provider while the local dairy equipment manufacturers have less market sharedueto simplemarketingtactics- simpleproduct orproducts copyingothers low price strategy.DLasoneofthebiggest dairyfarmtotal solutionprovider isdiscussed in this paper. DL is with more than 125years history in dairy business and is key international player worldwide. DL targets as being a “sustainable dairy industry leader” providing not only a very board of product range including dairy farm hardware and farm consumables but also allkinds of services such as in-service and farm management consultancy. In this paper DL’s external environment DL’ competition environment are discussed by analytical tools such as PEST 5- force model and SWOT. DL’s current marketing strategies are reviewed in accordance of marketingmix. Theresearch onthe marketingtactics wouldbe one ofthe few articles fordairy farm area and the summary of DLs marketing tactics would be areference for local dairy farm equipmentproviders. Meantime though DListhe one ofthebiggest dairy farm solutionproviderintheworld DLChinaisnow