Title:
Study on the Marketing Strategy of Anmuxi Yogurt Market
Author:
Wang Xinyu
Advisor:
Assoc. Prof. Dr. Qiu Chao
Degree:
Master of Business Administration
Major:
International Business Management
Faculty:
บัณฑิตวิทยาลัย (Graduate School)
Academic year:
2566 (2023)
Published:
Proceedings
PDF
The 16th National and International Academic Conference “Digital Transformation and Sustainable Innovation: Strategies for a Sustainable Future” 31 October – 1 November 2023, pp.288-299
Abstract
The Chinese yogurt market has entered a stage of refined competition, and the changes in consumer basic demands are driving the upgrading of the yogurt category. The increasingly fierce competition in the yogurt market has significantly impacted Anmuxi, and marketing strategies have become the main influencing factor for Anmuxi’s further development and growth. The research objectives of this paper ware twofold: 1) To analyze the marketing status of Anmuxi yogurt and 2) To analyze the factors that influence the marketing strategy of Anmuxi yogurt.
The research object of this paper is the Anmuxi yogurt product of Yili Company, based on the 4P theory. This paper adopts a qualitative research method to review the 4P marketing theory, prepare an interview outline, and conduct face-to-face interviews with 35 employees in the marketing department of Yili Company.
Through investigation and analysis, this paper found that: 1) The current marketing situation of Anmuxi is characterized by severe product homogenization, high pricing, reliance on offline channels, and excessive promotion. 2) The taste and price of yogurt products have become the main factors consumers choose to purchase, and the product and price are essential factors that affect Anmuxi’s marketing strategy.
Keywords: Anmuxi yogurt, 4P’s, Marketing Strategy.