Proceedings of the 2023 International Conference on Image, Algorithms and Artificial Intelligence (ICIAAI 2023)

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Study on the Current Situation and Countermeasures of Mengniu Dairy Brand Building Based on SWOT Model

Authors
Delong Shi1, *
1College of Horticulture and Landscape Architecture, Zhongkai University of Agriculture and Engineering, Guangzhou, Guangdong Province, 510550, China
*Corresponding author. Email: 196072118@mail.sit.edu.cn
Corresponding Author
Delong Shi
Available Online 27 November 2023.
DOI
10.2991/978-94-6463-300-9_88How to use a DOI?
Keywords
Mengniu Dairy; Brand Building; SWOT Model
Abstract

With the growing demand for dairy products, the attention of the dairy industry has increased, and the brand-building task of Mengniu Dairy, as one of the leading companies in China’s dairy industry, is a top priority. This paper uses the SWOT model to study the current situation of Mengniu Dairy’s brand building and analyzes the internal and external environment of Mengniu Dairy’s brand building from four aspects: strengths, weaknesses, opportunities, and threats, respectively. The study shows that Mengniu Dairy has strong market advantages, but also faces challenges such as limited brand recognition, increased industry competition, and lack of digital marketing. Based on the results, this paper proposes scientific suggestions and countermeasures to promote Mengniu Dairy’s brand building from the aspects of market planning, product innovation, food safety, economic consumption, and digital development, respectively, in order to optimize Mengniu Dairy’s market position in the dairy industry and enhance Mengniu Dairy’s brand competitiveness.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 International Conference on Image, Algorithms and Artificial Intelligence (ICIAAI 2023)
Series
Advances in Computer Science Research
Publication Date
27 November 2023
ISBN
978-94-6463-300-9
ISSN
2352-538X
DOI
10.2991/978-94-6463-300-9_88How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Delong Shi
PY  - 2023
DA  - 2023/11/27
TI  - Study on the Current Situation and Countermeasures of Mengniu Dairy Brand Building Based on SWOT Model
BT  - Proceedings of the 2023 International Conference on Image, Algorithms and Artificial Intelligence (ICIAAI 2023)
PB  - Atlantis Press
SP  - 856
EP  - 867
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-300-9_88
DO  - 10.2991/978-94-6463-300-9_88
ID  - Shi2023
ER  -