乳品企业营销策划SWOT分析及营销线路研究——以天润乳业为例  

Marketing Strategy SWOT Analysis and Marketing Route Research of Dairy Enterprises--Taking Tianrun Dairy as an Example

作　　者：李晓凯 于光昕 LI Xiaokai;YU Guangxin(School of Politics and Public Administration of Qinghai Nationalities University,Xining Qinghai 810000)

机构地区：[1]青海民族大学经济与管理学院,青海西宁810000

出　　处：《中国乳业》2025年第2期29-34,共6页China Dairy

摘　　要：本文以天润乳业为研究对象,运用SWOT分析法对其营销策划进行系统研究,全面探讨企业在市场竞争中的优势、劣势、机遇与威胁。研究发现,天润乳业依托新疆丰富的奶源优势,在产品创新、品牌建设、渠道拓展以及市场覆盖等方面形成了较强竞争力,并在消费升级和全国化市场扩张的背景下迎来重要发展机遇。然而,企业仍面临盈利能力下降、成本控制压力加大、疆外市场品牌影响力不足以及原材料价格波动等挑战。针对这些问题,本文提出营销优化策略,包括深化品牌价值、优化成本管理、拓宽市场渠道、推动产品多元化、强化数字化营销及供应链整合,以提高市场适应能力和盈利水平,助力企业在竞争激烈的乳品行业中实现可持续发展。This study examined the marketing strategy of Tianrun Dairy Co.,Ltd.,using the SWOT analysis framework to systematically evaluate the company’s strengths,weaknesses,opportunities,and threats in a competitive market environment.The findings revealed that Tianrun Dairy leverages Xinjiang’s abundant dairy resources to establish a strong competitive edge in product innovation,brand building,channel expansion and market coverage.Moreover,the company benefits from opportunities arising from consumption upgrades and nationwide market expansion.However,it also faced significant challenges,including declining profitability,increasing cost pressures,limited brand influence outside Xinjiang,and fluctuations in raw material prices.To address these issues,this study proposed marketing optimization strategies such as enhancing brand value,improving cost management,expanding market channels,diversifying product offerings,strengthening digital marketing and integrating supply chain operations.These measures aimed to enhance the company’s market adaptability and profitability,ultimately enabling its sustainable growth in the highly competitive dairy industry.

关 键 词：乳业 营销策划 SWOT分析 营销线路 

分 类 号：F426.82[经济管理—产业经济] F274