雀巢婴儿奶粉高端市场营销策略分析-analysis of nestle infant milk powder high-end marketing strategy.docxVIP

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雀巢婴儿奶粉高端市场营销策略分析-analysis of nestle infant milk powder high-end marketing strategy.docx

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雀巢婴儿奶粉高端市场营销策略分析-analysis of nestle infant milk powder high-end marketing strategy

AbstractAstheworldstop500foreignbrandNestle,itsinfantformulainthehistoryoftheworldhasmorethan100yearsandistheworldsalesleadingbrands.Lastcentury80’s,NestleenterintotheChinesemarketandhashadgreatsuccess.Forthe21stcentury,thepoisonousformulaincidentinChinahasbeenendangeringthehealthofbabyandarousedthepeopletoconcernbabyfoodsafety,Nestleisalsoinvolved.theunsuitablecrisismanagementmadeNestlemarketsharedecline.However,asweknow,Chinahastremendousbabyformulamarketpotentials.NowChinabecometheworldssecondlargestconsumernation,thehigh-endmarketofinfantformulagrowfast.ButthedevelopmentofNestleinchinaisinthemud.Itismusttoeffectivelycarryoutstrategicadjustmentsandrebuildtheformerglory.Firstly,basedoninvestigatingalargeamountofdocuments,andusingofmarketingtheoryandPESTanalyticalmethod,Imadeanalysisofbelowaspects:thewholeinfantformulaindustryundermacroeconomicandsocietyenvironment,industrialpolicy,andindustrialprocessingtechnique;WhichcametotheconclusionsthatChineseeconomyisinsustained,swiftandsounddevelopment;theincomeofurbanandruralresidentsisgoingupsteadily;thegovernmentstrengthsmanagementofinflation,thelawsandregulationsinthefoodsafetyaremoreperfected;infantformulaindustrialprocessingtechniquesaremoreandmoreadvanced.Secondly,Imadeanalysisofthemarketscale,price,demand,andcustomerbehaviorandcompetitionsituationinhigh-endmarketofinfantformulaindustrytocometothecharacteristicofhigh-endmarketandidentitiesofcompetitors.Thirdly,usingofSWOTmethod,IsummarizedthecompetitivestrengthsandweaknessesandanyotheropportunitiesandthreatsofNESTLEinthisindustry,combinedwithsystematicanalysisofcurrentmarketsituation,tofindouttheproblemsofcurrentpolicy.Finally,basedonprecisemarketingandproductpositioning,forreconstructingbrandimage,increasingsalesandmarketingsharing,Isummarizedimprovedinfantformulasalesandmanagementpolicyandmarketingstrategy.Keywords:InfantformulaHigh-endmarketMarketingstrategy目录摘要.......................................................................................................