奶源价格下跌背景下中国乳企面临的营销风险分析

发布时间：2018-01-04 16:29

本文关键词：奶源价格下跌背景下中国乳企面临的营销风险分析　出处：《食品与机械》2015年04期 　论文类型：期刊论文

【摘要】：在国际国内奶源价格下跌的背景下,中国乳企将面临国内奶源缺失、库存爆仓、产品结构不合理、市场竞争进一步加剧和价格战等一系列营销风险。为了确保中国乳业的健康发展,在提高中国乳企自身营销风险防范意识的同时,中国政府和有关方面也应该发挥积极的作用;要在重视国内奶源基地建设的同时,建立乳企和奶农的长效利益机制;在适当限制进口奶粉数量的同时,积极扩大国内市场的乳品消费;在大力加强乳品消费教育的同时合理调整乳品消费结构,通过积极推进乳业兼并重组和乳业转型升级。不断提高中国乳企自身的经营管理水平,从而有效化解奶源价格下跌背景下中国乳企面临的营销风险。
[Abstract]:In the international and domestic milk prices fell in the background, Chinese dairy enterprises will face the lack of domestic milk inventory, warehouse explosion, unreasonable product structure, market competition further intensified and the price war and a series of marketing risk. In order to ensure the healthy development of the dairy industry in China, improve China dairy enterprises and marketing risk prevention awareness, Chinese the government and the departments concerned should also play a positive role; to pay attention to the construction of milk source base in domestic and at the same time, the establishment of dairy enterprises and dairy farmers long-term mechanism; in appropriate to limit the number of imported milk powder at the same time, and actively expand the domestic market of dairy consumption in dairy consumption; strengthen the education at the same time reasonable adjustment of dairy consumption structure. By actively promoting the dairy industry mergers and acquisitions and dairy upgrade. Chinese dairy enterprises continuously improve their management level, so as to effectively resolve the milk prices in the background Marketing risk in milk prices.

【作者单位】：武汉商学院;
【基金】：湖北省教学质量工程项目(编号:2014113)
【分类号】：F426.82;F274
【正文快照】： 1　奶源价格下跌背景　　自2014年3月以来,国内外奶源价格不断下跌。从全球市场来看,一方面,受2013年奶荒的刺激,全球奶源主要供应地新西兰、澳大利亚等国家和地区在2013年都大规模扩充了牧场,原奶产量在2014年出现了大幅增长;另一方面,受宏观经济影响,2014年世界一些新兴市场

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