安慕希品牌营销策略研究

本科论文AbstractIn recent years,In recent years,yogurt has been popular all over the world,and the yogurt market in the world has grown in different degrees.The growthrate of China's yogurt market leads the world,with a double-digit high-speedgrowth every year.The development and expansion of yogurt market will alsoface the fierce market competition environment.In the competition,dairyenterprises in the market are facing the marketing problems of products.How tomake effective countermeasures.Erie enterprise is a dairy company founded in1993.In the "2015 global dairy ranking"released by Rabobank,Erie enterpriseis one of the top 10 dairy companies in the world.After 2014,Erie enterpriseonce again became the first Asian dairy company in the global dairy industry.In2018,Erie enterprise achieved a total operating revenue of nearly 80 billion yuan.Erie enterprise continues to rank first in Asia and ranks first in the global dairyindustry,reflecting its comprehensive leading advantages in Asia and even in theworld.Group's products also have some problems,such as lack of innovation,fierce competition of homogeneous products in the market,and simple productmarketing methods.In order to make Erie enterprise have better developmentspace,overcome the existing difficulties,and solve the problem of shortmarketing board.In this paper,through the research on the marketing strategyof the normal temperature yogurt of Erie enterprise,we use the knowledge ofbrand marketing strategy to analyze the macro marketing environment and theinternal environment of yogurt industry.Then we make a SWOT analysis of theyogurt industry,and analyze the advantages,disadvantages,opportunities andthreats of the brand marketing It is necessary to dig more into the currentsituation of the implementation of the brand marketing of An Mu Xi yogurt.While recognizing the advantages of the brand marketing of An Mu Xi yogurt,italso found some serious problems,and subdivided the market and re positionedthe market of An Mu Xi yogurt in the dairy market.On this basis,this paper