随着我国经济的高速发展，消费者对牛奶的了解越来越全面，消费理念越来越成熟， 中国的液态奶市场也保持了良好的发展态势。自从 2008 年“三聚氰胺事件”以来，中国 政府开始加强对乳品行业的整顿，并出台了相应的乳品企业激励政策，乳制品行业迎来 了更好的发展时期。 肇庆市鼎湖温氏乳业有限公司成立于 2000 年 9 月，是温氏食品集团股份有限公司 下属的奶牛养殖和乳品加工销售业务等一体化发展的全资子公司，同时也是广东省最大 的全产业链经营的牛奶生产公司。目前公司产品涵盖巴氏杀菌乳、风味发酵乳及常温乳 三大系列，包含近 30 个单品。2015 年度温氏乳业业绩达 3.3 亿元，同比增长 16.48%， 生产的原奶约 50%出口香港，出口量约占中国香港原奶市场 70%以上。2016 年，温氏 乳业的原奶及牛奶产品的销量增长将 30%以上，温氏本身品牌商品牛奶销量预计达到 5000 吨。 经过几十年的发展，现在通过降低成本来获得竞争优势越来越难、提升利润的空间 越来越小，因此需要寻找新的方法来拉动企业的增长。随着消费的升级，品牌对于一个 企业来说日益重要，尤其是 C 端品牌，甚至成为拉动企业利润增长的关键。而温氏乳业 旗下产品品牌知名度较低，存在现有品牌体系混乱等问题，出现了产品“质高价低”情况， 建立品牌树及品牌体系也亟待完成。 本文从温氏乳业鲜之外“悠燃”能量发酵乳在广州的市场营销方面入手，对温氏乳业 的品牌体系展开梳理并对广州市场的营销策略进行研究分析。从市场调研到品牌制度的 建立，最终建立温氏乳业的品牌体系和营销体系。本文采用 Porter “五力”模型及 PEST 分析模型工具对宏观环境进行研究，从外部环境和内部环境分析了温氏乳业在广州的市 场营销环境。运用 SWOT 分析模型, 分析温氏在乳制品行业的优势，劣势，机遇和威胁。 了解温氏乳业营销计划的战略重点，初步确定实施差异化战略的方向。接着根据市场的 竞争状况以及温氏乳业自身拥有的资源和能力，选择其目标市场及市场定位，提出了温 氏乳业公司在广州市场的营销战略。最后，以温氏乳业悠燃能发酵乳的数量是研究对 象，制定了营销策略，包括，产品策略，价格策略，渠道策略，促销策略四个方面，同 时从机构、人员和财务三个方面制定了相应的保障措施。 关键词，温氏乳业公司；“悠燃”能量发酵乳；市场策略II Abstract Alone with the continuous development of China's economy, consumers have more and more comprehensive understanding of milk and mature consumption concept. Also, China's liquid milk market has also maintained good development.Since the melamine incident in 2008, the Chinese government has strengthened the rectification of the dairy industry and introduced corresponding policies to encourage dairy enterprises, ushering in a good development period for the local dairy industry. Wenshi dairy co., LTD, founded in September 2000, is a wholly-owned subsidiary of Wenzhou Food Group Co., Ltd., which is a wholly-owned subsidiary of Dairy Farming and Dairy Processing Sales. It is a wholly-owned development of dairy farming and dairy processing and sales under the Wenshi Food Group Co., Ltd. Subsidiary. It has become the largest full-industry chain milk production company in Guangdong province.At present, the company's products cover pasteurized milk, flavor fermented milk and room temperature milk three series, including nearly 30 single products.In 2015, wenshi dairy achieved a performance of more than 330 million yuan, with a year-on-year growth of 16.48%.50% of the raw milk produced is exported to Hong Kong, accounting for about 70% of the raw milk market in Hong Kong, China.In 2016, the sales volume of its raw milk and milk products will increase by more than 30%, and the sales volume of its own brand milk is expected to reach 5,000 tons. After decades of development, now there is less and less room to gain competitive advantages and increase profits by reducing costs. It is necessary to find new ways to drive the growth of enterprises.With the upgrading of consumption, brand becomes increasingly important for an enterprise, especially the c-end brand, and even becomes the key to drive the growth of corporate profits.However, the brand name of its products is relatively low, and the existing brand system is in chaos. As a result, the product quality is high and the price is low. Therefore, it is urgent to establish the brand tree and brand system. This paper will start from the marketing of leisurely burning energy fermented milk in Guangzhou, which is not only fresh from Wenshi dairy, to quickly analyze the current brand system of the dairy company and the marketing strategy in Guangzhou.From market research to the establishment of brand system, the brand system and marketing system of Wenshi dairy industry are finally established.In this paper, porter's five forces model and PEST analysis model tools are used to analyze the marketing environment of Wenshi dairy company in Guangzhou from four aspects of Macro environment, Industry environment, MarketIII environment and micro environment. The SWOT analysis model analyzes internal strengths, weaknesses, opportunities and threats of Winfield Dairy.Find out the focus of marketing planning in the strategy of Wenshi dairy company, and preliminarily establish the direction of differentiation strategy.Then, according to the competitive situation of the market and the resources and capabilities of Wenshi dairy, the target market and market positioning are selected, and the marketing strategy of Wenshi dairy in Guangzhou market is proposed.Finally, the leisurely and flaming energy fermented milk of Wenshi dairy industry is taken as the research object to develop marketing strategies, including product strategy, price strategy, channel strategy and promotion strategy, and at the same time, safeguard measures for the implementation of these marketing strategies are formulated from three aspects of institutional guarantee, personnel guarantee and financial guarantee. Key words:Wenshi dairy company; “YouRan”acidified milk; marketing strategyIV 目录 摘要.......................................................................................................................................I Abstract............................................................................................................................... II 第一章绪论............................................................................................................................1 1.1 研究背景、目的与意义 ...............................................................................................1 1.1.1 研究背景和意义.....................................................................................................1 1.1.2 研究目的 ................................................................................................................1 1.2 文献综述 ......................................................................................................................2 1.2.1 国外研究现状 ........................................................................................................2 1.2.2 国内研究现状 ........................................................................................................2 1.3 主要研究方向与方式 ...................................................................................................3 1.3.1 研究方向 ................................................................................................................3 1.3.2 研究方法 ................................................................................................................3 1.3.3 主要研究内容与框架结构 .....................................................................................4 第二章温氏乳业外部环境分析.............................................................................................5 2.1 一般环境分析...............................................................................................................5 2.1.1 政治环境 ................................................................................................................5 2.1.2 经济环境 ................................................................................................................6 2.1.3 社会文化环境 ........................................................................................................6 2.1.4 技术环境 ..............................................