关键词: 乳品企业, 品牌, 竞争力

Abstract: Xinjiang dairy industry has superior resources,but it has always been at a disadvantage in the competition of China's dairy industry.The fundamental reason is that Xinjiang dairy enterprises lack core competitiveness.In order to improve the current situation of Xinjiang dairy brand competitiveness,this paper took R Dairy Company as an example,analyzed the current situation and existing problems of R Dairy Company's brand competitiveness from the aspects of brand positioning,brand product structure, brand marketing strategy,brand operation ability,brand profitability,and brand technology,and proposes to expand the market scale and realize economies of scale,promote the upgrading of product structure and improve product penetration,establish scientific promotion mode of products,pay attention to the construction of high-quality and safe milk source base.We should seize the opportunity of exporting to the west and open up the international market to promote the healthy and rational development of R dairy industry in the future.

Key words: dairy enterprises, brand, competitive power