在我国，乳业已成为仅次于家禽业的农业第二大支柱产业，对我国国民的健康、幸 福程度和社会的整体体格、劳动力等产生着重要的影响。受乳品的信任危机、乳业的“洗 牌”运动等的影响，任何一家乳品企业均无法偏安一隅，乳品市场面临着产品同质化、 质量安全频出、价格战常态化、配方创新和技术突破疲软化的问题，乳品企业应当将更 多精力放在市场营销策略的选择和优化方面。 本文以银桥乳业集团为例，在对相关文献及理论梳理的基础上，通过实地调研、深 度访谈和问卷调查等方法，对银桥乳业集团市场营销“4P”（产品、价格、渠道、促销） 策略及其存在的问题进行了深入分析，主要包括：产品种类与供给不足、价格策略执行 不到位、分销渠道管理薄弱和广告宣传效应不深入。在此基础上，通过对银桥乳业集团 宏观环境、行业竞争环境和企业内外部环境的 SWOT 分析，进一步明确了银桥乳业集 团市场营销及策略优化方向。最后，通过对银桥乳业集团市场细分、目标市场选择、市 场定位等分析，提出了银桥乳业集团市场营销策略优化建议，产品策略优化方面，应加 强酸奶市场开发以满足消费者需求、推广地域品牌效应和改进产品包装；价格策略优化 方面，应制定灵活的定价策略和实行差异化的定价策略；渠道策略优化方面，应完善分 销渠道结构、制定分销渠道窜货问题的解决方案、加强对经销商选择与管理和加强营销 渠道物流系统构建；促销策略优化方面，应加强广告宣传和加强公共关系营销。 关 键 字：市场营销；“4P”策略；策略优化；银桥乳业 研究类型：应用研究Subject：Study on the Optimization of Marketing Strategy of Yinqiao Dairy Group Specialty：Master of BusinessAdministration Name ： Wang Bo （Signature）： Instructor：Wang Xilian （Signature）： ABSTRACT In our country, dairy industry has become the second largest pillar industry of agriculture after poultry industry, and it is of great importance to the people of our country.Health, well-being and the overall physique of society, labor, and so on, have an important impact. Affected by the crisis of trust in dairy products and the shuffle movement in the dairy industry, any dairy enterprise cannot afford to take a side by side. The dairy market is faced with homogenization of products, frequent occurrence of quality and safety, and normalization of price wars, and the dairy market is faced with the homogenization of products, the frequent occurrence of quality and safety, and the regularization of price wars. With regard to formula innovation and technological breakthroughs, dairy companies should focus more on the selection and optimization of marketing strategies. This paper takes Yinqiao Dairy Group as an example, on the basis of combing relevant literature and theory, through on-the-spot investigation, in-depth interview and questionnaire survey, marketing 4P (product, price, place, promotion) for Yinqiao Dairy Group. Strategy and its existing problems are analyzed in depth, including: insufficient product type and supply, inadequate implementation of price strategy, weak management of distribution channel and not deep effect of advertising. On this basis, through the SWOT analysis of the macro environment, competition environment and internal and external environment of Yinqiao Dairy Group, the marketing and strategy of Yinqiao Dairy Group are further clarified. Change direction. Finally, through the analysis of the market segmentation, target market selection and market positioning of Yinqiao Dairy Group, this paper puts forward some suggestions on the optimization of marketing strategy and product strategy of Yinqiao Dairy Group, and puts forward some suggestions on how to optimize the marketing strategy of Yinqiao Dairy Group. We should strengthen the development of yogurt market to meet theneeds of consumers. To promote regional brand effect and improve product packaging, flexible pricing policies should be formulated for price strategy optimization. In the aspect of channel strategy optimization, we should perfect the structure of distribution channel, formulate a solution to the problem of distribution channel channeling, strengthen the selection and management of dealers and strengthen the construction of marketing channel logistics system. The promotion strategy optimization aspect, should strengthen the advertisement propaganda and the enhancement public relations marketing. Keywords: Marketing; 4P Strategy; Strategy Optimization; Yinqiao Dairy Industry Thesis :Application research目录 I 目录 1 引言.........................................................................................................................................1 1.1 选题背景及研究意义....................................................................................................1 1.1.1 选题背景..............................................................................................................1 1.1.2 研究意义..............................................................................................................1 1.2 国内外研究现状...........................................................................................................2 1.2.1 国外研究现状......................................................................................................2 1.2.2 国内研究现状......................................................................................................3 1.3 研究内容与方法............................................................................................................5 1.3.1 研究内容..............................................................................................................5 1.3.2 研究方法..............................................................................................................6 2 营销管理相关理论.................................................................................................................7 2.1 4Ps 营销理论.................................................................................................................7 2.2 4Cs 营销组合策略........................................................................................................8 2.3 STP 营销理论................................................................................................................9 3 银桥乳业集团市场营销策略现状及存在问题分析...........................................................10 3.1 银桥乳业集团简介及其销售状况..............................................................................10 3.1.1 银桥乳业集团简介............................................................................................10 3.1.2 银桥乳业集团销售状况....................................................................................11 3.2 银桥乳业集团营销策略现状......................................................................................12 3.2.1 产品策略............................................................................................................12 3.2.2 价格策略............................................................................................................13 3.2.3 渠道策略............................................................................................................13 3.2.4 促销策略............................................................................................................15 3.3 银桥乳业集团市场营销策略存在的问题.................................................................16 3.3.1 产品种类不足和缺乏创新性............................................................................17 3.3.2 价格策略执行不到位........................................................................................19 3.3.3 渠道管理薄弱....................................................................................................20 3.3.4 促销手段较为单一............................................................................................21 3.4 本章小结......................................................................................................................22 4 银桥乳业集团市场营销环境分析.......................................................................................23 4.1 宏观环境分析..........................................................................................