晨光乳业的营销战略研究

上海交通大学硕士学位论文晨光乳业的营销战略研究姓名：邱建民申请学位级别：硕士专业：工商管理指导教师：于冷20050218EMBAEMBAEMBAABSTRACTIthasbeenwidelyrecognizedthattheChinesedairyingisaChaoyangenterpriseforitsrapiddevelopmentsinrecentyears.Buttherecoexistopportunitiesandthreats.Ontheonehand,thehugemarketpotentialitiesandhighprofitsprovideanexcellentopportunityforChinesedairyenterprisetodevelop.Ontheotherhand,thesefactorsalsoattractedlargequantitiesofcompetitorstojoin,whichincludetheinternationaldairyinggiantsandthedomesticfundstrengths.Thedomesticdairycompetitionmainlyconcentratesontheliquidmilksphere,inthissphere,theultrahightemperaturemilkdevelopedmostrapidly,whichmainlybenefitsfromthesupportoftheLiLeCompany,anditsaveragerisingratereachesashighas50%.Forexample,underthesupportofLiLeBrickpackingtechnology,theElyCompanyhasbecomethebiggestbenefactor,andsupportedbytheLiLePillowpackingtechnology,theMongolianCowCompanyhasshownthefastestdevelopmentspeed.TheChenGuangDairy,thebiggestdomesticfreshmilkexportenterprisewhichlocatesinthesouthernChina,mainlyorientsitsproducingstrategyonmiddleandupperrankfreshdairyproducts.Undertheinfluenceofconsumptionlevel,expensecustoms,consumer’sfamiliardegree,theconditionforitsmerchandisetoflowandsoon,therisingspeedoffreshdairyisbyfarlowerthantheultrahightemperaturemilk,anditsyearlyrisingrateislessthan10%.Undersuchmarketcondition,theChengguangdairy’sEMBAmarketshareissuccessivelyslidesdowninShenzhenandtheSouthernChinaarea.Thatistosay,thoughthedairymarketcakeisbecomingbiggerandbigger,andtheliquidmilk’saveragegrowingratehassurpassedmorethan30%,theChenguang’sshareisstillbecomingsmallerandsmaller.Butwecanstillprospect,astheconsumptionlevelrisesandtheknowledgetothefreshdairydeepens,thefreshmilkstillhasawidespacetodevelop.FacingtherapiddevelopingUHTmilkmarketandtheheartlesscompetitor,howshouldtheChenguangheightenitscompetitivestrength,gainagoodmarketshareandfinallybecomesthefirstdairyingbrandinsouthernChina?Thisisalong-termstrategytobemadeforthecompany.Meanwhile,astheleaderoffreshdairyinsouthernChina,howshouldtheChenguangcompanytakethefreshmilkasitscoreproducts,andthoughtit,levelsupitsprofessionalstatusandentersthe10Chinesestrongdairies.Thesequestionsmaintaingreatsignificancestootherfreshdairyenterprises.Setoutfromthedomesticdairyingdevelopmentalsituations,onthebasisofathoroughanalyzingofChenguang’sexternalandinternalenvironmentandtheSWOT,thispaperaimsattoanalyzethecompany'scorecompetitiveability,theoveralldevelopmentgoalandexistingproblems.Asconclusions,thispaperbringsupthefollowingsuggestions:Chenguangdairyshouldtakethecentralizingmarketstrategies,concentratesitsresourcesonthecoredairyproductsdomain,concentratesthemarketonthemostsuperiorityregion.Intheconcretestrategyexecution,itshouldaimatthemarketingchaintoproposethecorrespondingcountermeasures,andsimultaneouslyelaborateandanalyzethesemeasures’theoreticalgroundsandtheimplementalfeasibility.Finally,combinesChenguang’srealities,thisarticleanalysisanddiscussesthecompany’smarketingstrategyimplementation,theorganizationalstructureandthehumanresourcessafeguard.KEYWORDS:Chenguang,Dairy,Marketingstrategy,ImplementationEMBA1EMBA21.2.1EMBA31.2.2SWOTEMBA41.2.3EMBA5EMBA6EMBA71998++200320043.15100%100%20031POP2200420%250mlEMBA8EMBA9EMBA10P5020,00040,00060,00080,000100,000120,000140,000160,000180,00009-200210-200211-200212-200201-200302-200303-200304-200305-200306-200307-200308-200309-200310-200311-200312-200301-200402-200403-200404-200405-200406-200407-200408-200409-20040200,000400,000600,000800,0001,000,0001,200,000()(),9,;,20%;,.920%EMBA11P7020,00040,00060,00080,000100,000120,00009-200210-200211-200212-200201-200302-200303-200304-200305-200306-200307-200308-200309-200310-200311-200312-200301-200402-200403-200404-200405-200406-200407-200408-200409-20040100,000200,000300,000400,000500,000600,000700,000800,000()(),.20043920032%P631.8%19.1%17.7%12.9%13.0%9.50%0%5%10%15%20%25%30%35%40%PP/GDP:“”“GDP”20049(20041-92003))(20041-92003)),.EMBA12P9:;UHT,,.10.420.39.515.79128.410.37.99.10510152025(%)2004-052005-062006-072007-082008-09UHTUHTP805,00010,00015,00020,00025,00030,00009-200210-200211-200212-200201-200302-200303-200304-200305-200306-200307-200308-200309-200310-200311-200312-200301-200402-200403-200404-200405-200406-200407-200408-200409-2004020,00040,00060,00080,000100,000120,000140,000160,000()(),20043;920032.20042004EMBA13P22%33.633.433.433.533.633.633.433.132.832.732.532.532.416.817.417.918.619.119.620.120.721.221.822.322.622.820.621.121.621.922.12222.122.122.122.122.122.121.98.68.38.17.97.97.988.18.28.28.28.28.210.610.19.58.98.27.77.36.96.66.36.165.96.26.26.166.16.16.16.165.95.85.85.83.13.132.92.932.92.92.92.82.82.82.7-03-03-03-03-04-04-04-04-04-04-04-04-04,,,;.()10P13611672202189158160151164117127134138112870200004000060000800001000001200001400000100200300400500600700800()()2219866655544333202276555544454331932510110681769659676659635841010000200003000040000500006000070000050100150200250300350()()23198766655443322121775564444443%%2004200420042004,.20042004,,.%%EMBA14P2419.140.726.72.912.21935.629.839.