The milk industry in China has gone through nearly 50 years of twists and turns and has become "a booming industry" from the previous "limp" one due to the fast development and refining in more than a decade, with China ranking into nations of large milk industry from those of scanty milk industry. People have become more and more aware of nutrition and health as their living standard and food structure varied. And the gigantic consumer-base of 1.3 billion is injecting continuous impetus into the development of Chinese milk industry. Mengniu Group was launched in 1999. As a promising new one, it has an overall-competition with Yili in "the whole country, whole products and whole channels " and has achieved fast increasing mainly in the sales of bricks and icecream with the sales of bricks number one in the whole nation. And in 6 years the increasing rate of the sale revenue of Mengniu surpassed 100% every year in the 4 years. The sales of icecream and liquid milk are both the second largest in China, and the comprehensive strength of the group is the second best, too. Its success embodies perfectly the effect of stategy of composing marketing in developing an enterprise. This article is mainly about the exposition of how to coordinate and apply the strategy of composing marketing by Mengniu Group in an attempt to achieve the marketing goal and interests as a whole.
The Chinese milk walked through near rains and winds process of half century already, through fast development and hammer 炼 for more than ten years, the Chinese milk becomes to°from a "weak quality industry" development "dynasty sun industry" already, China also from a "poor milk" nation got into the big country row or column of milk industry in the world.Because the people live the variety of level and food structure, people also deepen with this to the nourishment and the healthy concern degree.1,300,000,000 people huge consumption cardinal number, provided constantly continuous motive for Chinese milk article the development of the industry.Receiving the cow group establishes 1999, is the talent person of younger generation of milk industry, "receive cow" were launched with whole productses whole outletses of the outstanding marketing means and the 伊 benefit at whole countries to compete to carry out a fast growth completely, with the benefit enjoy 枕 and ice arouse to pour a product for lord.The benefit enjoys a 枕 product sale a whole country to rank the first.Receive cow sales income a growth rate more than 100% continuously for four years in six years!Ice-cream product and liquid milk sale is all the 2nd in the whole country, synthesizing real strenght to rank the second.Its succeed perfectly body now the marketing combination's strategy develops a medium function in the business enterprise.Is mainly elaborating to receive cow group in this text to how makes use of modern marketing theories to moderate to combine strategy to carry out whole marketing targets and profits of business enterprise with usage markets marketing