Analyzing the Challenges of Traditional Marketing Concepts of Mengniu Groups in The Internet Era

Abstract

With the development of the Internet, the number of Internet users in China is also increasing. People are paying more and more attention to the Internet has led to a massive change in the consumption pattern of customers in recent years. It is often said that "food is the key to success." However, in this era of the Internet, many food companies are still using traditional offline marketing, which makes many quality food companies gradually fade out of people's view in order to help some traditional food companies out of the dilemma. This paper stood in the perspective of marketing strategy, using the case study method on the Mengniu Group, a classic food enterprise case from the marketing concept and management strategy analysis. It is concluded that the traditional marketing concepts and management strategies of old food enterprises are outdated and lack precise brand positioning, perfect service management awareness, and a lack of global view and market insight during marketing management. In response to the above problems, the old food companies should insist on product innovation, update their marketing concepts and management strategies, and use online marketing tools reasonably.