XX奶粉(国外奶粉)中国市场服务营销策略研究.doc

摘要：随着我国经济水平的不断改善，市场对高档婴儿奶粉的需求十分旺盛。面对这一巨大的市场，各大奶粉生产企业在国内展开了激励的竞争。面对直接竞争者的竞争和潜在竞争者的挑战，迅速成长为消费者算满意并忠诚的品牌成为许多奶粉企业当前需要解决的难题。

　　　本文运用服务营销的相关理论，分析澳添励奶粉中国市场的营销现状,剖析公司中国市场的竞争环境，通过对澳添励奶粉中国市场环境分析，找出澳添励奶粉中国市场服务营销存在的问题，提出相应的营销策略和建议，从而更好地为该企业制定服务营销策略提供依据，有效地促进澳添励奶粉中国市场的销售。文章指出婴儿奶粉制造商必须必须建立起优秀的营销团队，建立起完善的服务流程,运用多元化的服务平台来加强与消费者的沟通，通过服务营销策略的创新来提高客户的忠诚度。

关键词 澳添励；婴儿奶粉；服务营销；SWOT

Abstract：As China's economy continues to improve, the market which is demand for high-grade infant milk powder is very strong. In the face of this huge market, every milk powder production enterprises has launched a fierce competition in the domestic. Facing direct competition and potential competitor's challenge, the rapid growth of consumer satisfaction and loyalty is the brand which is becoming a problem to be solved in current many milk companies. 

　　　Theory of service marketing, analysis of marketing status of Australian Tim Lai milk powder Market in China, analysis of China market competition environment, through to the Australian Tim Lai milk analysis of China's market environment, to find out the Australian Tim Lai powder Chinese market service marketing existence question, proposes the marketing strategy and suggestions, so as to better the enterprises to develop service marketing strategies, effectively promote Macao Tim Lai milk sales in China market. The article points out that the infant formula manufacturers must build up excellent marketing team, perfect service system, using humanized service strategy to better meet consumer demand, to increase customer loyalty through the establishment of the corporate culture of human nature.

Keywords   OZmilko   Baby milk powder   Service marketing    SWOT

　　　目前奶粉市场的竞争已经从产品竞争过度到服务营销，传统的营销4P组合只注重企业的市场占有与销量，在产品同质化、竞争白热化，产品经济向服务经济转变的市场大环境下已经不足以取胜。越来越多的增值服务将有利于提高产品的市场竞争力和客户忠诚度。面对着中国乳制品市场白热化的竞争，和澳添励相似的乳制品企业在市场遇到诸多的挑战。如何从形式产品层次向服务产品层次过度，如果提供更多的附加价值、提高品牌忠诚度已经成为许多企业必须要首先解决的问题。