title: ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÐ¸ÑÐ°Ð¹ÑÐºÐ¾Ð¹ Ð¼Ð¾Ð»Ð¾ÑÐ½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ YiLi
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Study of the marketing strategy of the Chinese dairy company Yili
Creators: name: ÐÑ Ð®Ð¹Ð¶Ñ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÐ½ÐºÐ° PESTEL
ÑÐ¸ÑÑÐµÐ¼Ð° Ð´Ð¸ÑÑÑÐ¸Ð±ÑÑÐ¸Ð¸
Ð°Ð½Ð°Ð»Ð¸Ð· Ð·Ð°ÑÑÐ°Ñ
marketing strategy
PESTEL market analysis
distribution system
cost analysis

description: Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿Ð¾ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÐ¸ÑÐ°Ð¹ÑÐºÐ¾Ð¹ Ð¼Ð¾Ð»Ð¾ÑÐ½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Yili. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð¾ÑÑ Ð½Ð° Ð±Ð°Ð·Ðµ Ð°ÐºÑÐ¸Ð¾Ð½ÐµÑÐ½Ð¾Ð³Ð¾ Ð¾Ð±ÑÐµÑÑÐ²Ð° Â«YiliÂ». ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ Ð¿Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÐ¸ÑÐ°Ð¹ÑÐºÐ¾Ð¹ Ð¼Ð¾Ð»Ð¾ÑÐ½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Yili. ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÐºÐ¾Ð½ÑÐµÐ½ÑÐ½ÑÐ¹ Ð¸ ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¼ÐµÑÐ¾Ð´ SWOT, Ð¼ÐµÑÐ¾Ð´ PESTEL. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: â Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¸ Ð¾Ð¿ÐµÑÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°, Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð¿ÑÐ¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸, PESTEL Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð¿ÑÐ¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸, SWOT Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð¿ÑÐ¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð´Ð»Ñ ÑÑÐ½ÐºÐ° ÐÐÐ ; â Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¸ÑÐ°Ð¹ÑÐºÐ¾Ð¹ Ð¼Ð¾Ð»Ð¾ÑÐ½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Yili Ð¸ ÑÑÐ½ÐºÐ° Ð¼Ð¾Ð»Ð¾ÑÐ½Ð¾Ð¹ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸ ÐÐ¸ÑÐ°Ñ, â Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ñ PESTEL Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÐ½ÐºÐ° Ð¼Ð¾Ð»Ð¾ÑÐ½Ð¾Ð¹ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸ ÐÐ¸ÑÐ°Ñ Ð¸ SWOT Ð°Ð½Ð°Ð»Ð¸Ð· Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Yili; â Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¿Ð¾ÑÑÐµÐ±Ð½Ð¾ÑÑÐ¸ Ð² Ð¼Ð¾Ð»Ð¾ÑÐ½Ð¾Ð¹ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸ Ð½Ð° ÑÑÐ½ÐºÐµ ÐÐ¸ÑÐ°Ñ Ð¸ Ð·Ð° ÑÑÐ±ÐµÐ¶Ð¾Ð¼; â ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð°ÑÑÐ¾ÑÑÐ¸Ð¼ÐµÐ½ÑÐ° Ð¼Ð¾Ð»Ð¾ÑÐ½Ð¾Ð¹ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸ Ð´Ð»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Yili Ð¸ Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ñ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ Ð¿Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÐ¸ÑÐ°Ð¹ÑÐºÐ¾Ð¹ Ð¼Ð¾Ð»Ð¾ÑÐ½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Yili Ñ ÑÐµÑÐ½Ð¸ÐºÐ¾-ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸Ð¼ Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸ÐµÐ¼. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ  Ð ÐµÐ·ÑÐ»ÑÑÐ°ÑÑ ÐÐÐ  Ð¼Ð¾Ð³ÑÑ Ð±ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ñ Ð² ÐºÐ°ÑÐµÑÑÐ²Ðµ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹ Ð½Ð° ÑÑÐ½ÐºÐµ Ð¼Ð¾Ð»Ð¾ÑÐ½Ð¾Ð¹ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸ ÐÐ¸ÑÐ°Ñ. ÐÐ°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ð¾Ð¹ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÑÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ñ, Ð¼ÐµÑÐ¾Ð´Ð¸ÑÐµÑÐºÐ¸Ñ Ð¸ Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¸Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð´Ð»Ñ ÑÑÐ½ÐºÐ° Ð¼Ð¾Ð»Ð¾ÑÐ½Ð¾Ð¹ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸ Ñ ÑÐµÑÐ½Ð¸ÐºÐ¾-ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸Ð¼ Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸ÐµÐ¼ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸Ð¹. ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð². ÐÐ¾Ð»ÑÑÐµÐ½Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¾Ð±Ð»Ð°Ð´Ð°ÑÑ Ð¿ÑÐ¸Ð·Ð½Ð°ÐºÐ°Ð¼Ð¸ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð½Ñ. ÐÐ±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ñ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð²Ñ Ð¸ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐµÐ³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ.
description: The aim of the study development of a set of measures to develop the marketing strategy of the Chinese dairy company Yili. The study was carried out on the basis joint Stock company "Yili". Research subject: suggestions on the marketing strategy of the Chinese dairy company Yili. Research methods: content and comparative analysis, SWOT method, PESTEL method. The main results of the study: â features of strategic and operational marketing, features of competitive analysis in the development of marketing strategy, PESTEL analysis in the development of marketing strategy, SWOT analysis in the development of marketing strategy for the PRC market are revealed; â an analysis of the activities of the Chinese dairy company Yili and the Chinese dairy market was performed, â PESTEL analysis of the Chinese dairy market and SWOT analysis of the activities of Yili were performed; â identified the needs for dairy products in the Chinese market and abroad; â recommendations on the development of the range of dairy products for Yili have been developed and proposals on the marketing strategy of the Chinese dairy company Yili with a feasibility study have been presented. Application field. The results of the WRC can be applied as recommendations for the development of the marketing strategy of companies in the Chinese dairy market. The scientific novelty of the study development of theoretical, methodological and practical recommendations for the development of the companys marketing strategy for the dairy market with a feasibility study of proposals. Conclusions. The tasks of the WRC have been solved, the goal has been achieved, the scope of application of the results has been determined. The results obtained have signs of scientific novelty. The prospects and directions of further research are substantiated.