蒙牛企业营销策略分析

摘要

随着中国乳业竞争加剧，产业升级趋势加速，各大乳业品牌加快了争夺中高端市场的竞争。此外，受市场原材料价格的普涨，国内乳品企业普遍承受着很大的压力，常规液态奶毛利率急剧下滑已经成为不争事实。因此，乳业品牌企业也都将目光迅速投向了增速快、利润高、市场潜力大的冰淇淋产品，冰淇淋市场也已成为众多中外乳品企业激烈角逐的赛场。蒙牛集团是我国乳制品产业最耀眼的一颗新星，他的成长速度堪称奇迹，蒙牛也进军冰淇淋市场，并且冰淇淋也是蒙牛的利润增长点。

2010年7月我有幸作为蒙牛乳业（沈阳）有限责任公司冰淇淋事业部的实习业务员，在7月3号—18号这在半个月的营销终端业务实习中，有辛苦也有开心，我学到了很多，并不完全是与自己有关的专业知识，更多的是一种精神——蒙牛精神，一种打工经历，一种应对不同问题的经验，一种面临难题的考验，自己发现到自己从未了解到的能力，绝对是一次难忘的历程。

本文分为五大部分，第一部分对蒙牛企业及其冰激凌产品做简单介绍；第二部分对蒙牛企业及其竞争对手进行分析；第三部分提出蒙牛冰淇淋市场存在的问题；第四部分提出蒙牛企业针对问题应采取的解决对策；第五部分是结论部分。

关键词：蒙牛企业；营销策略；问题与对策

ABSTRACT

With China's dairy industry competition, the trend to accelerate industrial upgrading, the major dairy brands in the high-end to speed up the fight for competition in the market. In addition, the EADS were mixed by the market price of raw materials, domestic dairy enterprises generally under a lot of pressure, a sharp decline in gross margins of conventional liquid milk has become an indisputable fact. Therefore, dairy brands also will be looking toward a rapid growth of fast, high profits, the market potential of ice cream products, ice cream markets of many foreign dairy companies have become fierce competition in the arena. China's dairy industry, Mengniu Group is the most dazzling star, his growth has been a miracle, Mengniu has also entered the ice cream market, and ice cream is Mengniu's profit growth.

July 2010 I had the honor as Mengniu Dairy (Shenyang) Co., Ltd. ice cream salesman internship Division, in July 3 -18 No. This is half a month business internship in the marketing end, there are hard also happy I learned a lot, not all with their own relevant professional knowledge, more of a spirit - the spirit of Mengniu, a working experience, a response to the experience of different issues, one problem facing the test of their own found that he had never learned the ability, time is a memorable journey.

This article is divided into five parts, the first part of the enterprise and its ice cream products on the Mengniu do a brief introduction; second part of the company and its competitors Mengniu analysis; the third section, Mengniu ice cream market problems; the fourth part Mengniu companies for countermeasures to be taken; The fifth part is the conclusion.

Keywords: Mengniu enterprise; marketing strategy; Problems and Solutions

目录

1 蒙牛企业概况 (1)

1.1 企业简介 (1)

1.2 企业标识视觉形象设计 (1)

1.3 冰激凌主要产品介绍 (2)

1.3.1 冰+系列 (2)

1.3.2 随便欧罗旋系列 (2)

1.3.3 绿色心情系列 (3)

2 蒙牛企业分析 (4)

2.1 企业SWOT分析 (4)

2.1.1 蒙牛优势（Strengths） (4)

2.1.2 蒙牛劣势（Weakness） (5)

2.1.3 蒙牛机会（Opportunities） (6)

2.1.4 蒙牛威胁（Threats） (6)

2.2 冰激凌竞争对手分析 (7)

2.2.1 伊利 (7)

2.2.2 和路雪 (7)

2.2.3 光明 (7)

3 蒙牛企业营销中存在的问题 (8)

3.1 营销人员问题 (8)

3.1.1 营销人员的素质问题 (8)

3.1.2 营销人员的能力问题 (8)

3.2 企业文化问题 (8)

3.3 客户选择问题 (9)

4 蒙牛企业营销问题的对策 (10)

4.1 通过素质教育和知识培训，提高营销人员的素质 (10)

4.1.1 对营销人员进行素质教育 (10)

4.1.2 对营销人员进行知识培训 (10)

4.2 把企业文化落实到行动中 (11)