基于SWOT分析的我国奶粉业营销策略研究——以飞鹤为例  

Research on Marketing Strategies of China's Infant Formula Milk Powder Enterprises Based on SWOT Analysis--Taking Feihe as an Example

作　　者：于光昕 刘尧婷 YU Guangxin;LIU Yaoting(School of Economics and Management Qinghai Minzu University,Xining Qinghai 810007)

机构地区：[1]青海民族大学经济与管理学院,青海西宁810007

出　　处：《中国乳业》2025年第3期19-23,共5页China Dairy

摘　　要：本文以我国知名奶粉企业飞鹤为案例,通过SWOT分析法,探讨飞鹤奶粉的内部优势与劣势,以及外部机会与威胁。研究发现,飞鹤奶粉在产品质量、技术成果、研发创新等方面具有明显优势,但同时也面临着产品质量引发信任危机、产品结构单一等劣势。针对现状,本文提出了一系列创新性的营销策略,包括提升产品品质、实施多渠道营销与数字营销策略、打造和强化品牌形象、提升消费者体验等。通过这些策略的实施,以期飞鹤能在竞争激烈的奶粉市场中稳固领导地位,为我国奶粉行业整体发展做出积极贡献。This paper took Feihe,a well-known infant formula milk powder enterprise in China,as a case study and employed SWOT analysis to explore the internal strengths and weaknesses,as well as external opportunities and threats of Feihe’s infant formula milk powder.The study found that Feihe had significant advantages in product quality,technological achievements,and R&D innovation,but also faced disadvantages such as consumer confidence affected by historical events and a single product structure.In response to the current situation,this paper proposed a series of innovative marketing strategies,including enhancing product quality,implementing multi-channel and digital marketing strategies,building and strengthening brand image,and improving consumer experience.By implementing these strategies,it was expected that Feihe can consolidate its leading position in the fiercely competitive infant formula milk powder market and make a positive contribution to the overall development of China’s infant formula milk powder industry.

关 键 词：SWOT 奶粉企业 营销策略 飞鹤 

分 类 号：F42[经济管理—产业经济]