An Analysis of Marketing Strategy of Premium Fresh Milk Based on 4v Theory—a Case Study of Yuexianhuo Milk

DOI

10.2991/978-94-6463-542-3_3How to use a DOI?

Keywords

4V marketing theory; YueXianHuo milk; low-temperature fresh milk

Abstract

With the continuous improvement of consumer living standards and health awareness, the consumption of dairy products in China has gradually increased. “Yue Xianhuo” seizes the opportunity and quickly grabbed a place in the dairy market.

This article fully understands the 4V theory and the development of YueXianHuo milk through case study, and also analyzes the marketing strategy of YueXianHuo milk from the consumers’ point of view through questionnaire method. To sum up, this article hopes that the case of marketing strategy of YueXianHuo can provide reference and suggestions for other similar dairy enterprises and promote the development of dairy industry.

Copyright

© 2024 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.

Download article (PDF)

TY  - CONF
AU  - Ze Tan
AU  - Siting Pang
AU  - Ningyi Lai
PY  - 2024
DA  - 2024/10/15
TI  - An Analysis of Marketing Strategy of Premium Fresh Milk Based on 4v Theory—a Case Study of Yuexianhuo Milk
BT  - Proceedings of the 2024 2nd International Conference on Management Innovation and Economy Development (MIED 2024)
PB  - Atlantis Press
SP  - 11
EP  - 19
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-542-3_3
DO  - 10.2991/978-94-6463-542-3_3
ID  - Tan2024
ER  -