摘要蒙牛乳业集团，在短短的九年间，它的排名从一千开外到如今的行业内第一，其成功的因素有很多很多，而其中最重要的因素是其相对合适有效的市场营销能力。其能够较好的审时度势并且适以应市场的变化和需求，运用了相对有效的市场营销策略组合，以及合理的细分市场，做出了较为准确的品牌形象定位，推出了非常有效的营销组合策略，蒙牛集团因而在激烈的市场环境竞争中取得了十分显著的成功。本文运用市场细分与定位及4PS营销理论以及SWOT分析对蒙牛乳业的营销策略进行分析和探讨。本文分为七大部分，第一部分对蒙牛企业的简介和概况；第二部分对蒙牛企业进行具体分析；第三部分提出蒙牛企业的STP分析；第四部分提出蒙牛企业的4PS分析；第五部分是蒙牛乳业营销策略中存在的问题；第六部分是蒙牛集团的营销问题的对策；第七部分为总结。关键词：蒙牛企业；营销策略；问题与对策AbstractMengniuDairyindustry,injustnineyears,fromtheranksoftheindustrytothetopoftheworldtoday,thesuccessofmanyfactors,andthemostimportantisitsrelativelyappropriateandeffectivemarketingcapabilities,theonethousand.Itcanbetteradapttochangesinthemarketsituation,takethemarketmarketingstrategyisrelativelyeffective,reasonablemarketsegments,makethebrandmoreaccuratepositioning,launchmoreeffectivemarketingmix,andsucceedinthefiercecompetitioninthemarket.Inthispaper,themarketsegmentationandpositioningand4PSmarketingtheoryofMengniuDairyMarketingStrategyAnalysisanddiscussion.Thispaperisdividedintosevenparts,thefirstpartoftheintroductionandoverviewofMengniuenterprises;ThesecondpartmadeaspecificanalysisofMengniuenterprises;ThethirdpartputsforwardtheSTPanalysisofMengniuenterprise;Thefourthpartputsforward4PSanalysisofMengniuenterprise;ThefifthpartistheproblemofMengniudairymarketingstrategy;ThesixthpartisthemarketingproblemofMengniugroup;Theseventhpartisthesummary.Keywords:Mengniuenterprise;marketingstrategy;ProblemsandSolutions目录摘要.....................................................................IAbstract.................................................................II1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技术升级...........................................................21.3.1奶源建设......................................................21.3.2GPS冷链物流运输.............................................21.3.3端到端质量管理体系..........................................32蒙牛企业分析...........................................................32.1企业SWOT分析.....................................................32.1.1蒙牛优势（Strengths）.........................................32.2.2蒙牛劣势（Weakness）.........................................42.1.3蒙牛机会（Opportunities）...................................52.1.4蒙牛威胁（Threats）.........................................52.2蒙牛企业的产品策略.................................................62.2.1蒙牛企业的核心产品分析.......................................62.2.2蒙牛企业的延伸产品分析......................................63蒙牛乳业的STP分析.......................................................73.1市场细分...........................................................73.2目标市场...........................................................73.3市场定位...........................................................74蒙牛乳业的4PS分析..............................
VIP
