Research on Marketing Strategy of Yili Dairy

Zekun Li, Feng Feng*

School of Economics and Management, Tianjin Agricultural University, Tianjin, 300384, China

Abstract: At present, there are some problems in our country's dairy market, such as homogeneity of prod-ucts, low price competition, over-reliance on traditional channels and single promotion means. Based on 4P theory, this paper takes Yili dairy as the research object, and analyses the current situation and existing problems of Yili dairy marketing. After describing the background of Yili dairy marketing, this paper also puts forward specific improvement countermeasures and provides reference for enterprise development.

Keywords: Yili group; Current situation analysis; 4P marketing strategy