关键词: 乳业, 营销策划, SWOT分析, 营销线路

Abstract: This study examined the marketing strategy of Tianrun Dairy Co.,Ltd.,using the SWOT analysis framework to systematically evaluate the company’s strengths,weaknesses,opportunities,and threats in a competitive market environment.The findings revealed that Tianrun Dairy leverages Xinjiang’s abundant dairy resources to establish a strong competitive edge in product innovation,brand building, channel expansion and market coverage.Moreover,the company benefits from opportunities arising from consumption upgrades and nationwide market expansion.However,it also faced significant challenges,including declining profitability,increasing cost pressures,limited brand influence outside Xinjiang,and fluctuations in raw material prices.To address these issues,this study proposed marketing optimization strategies such as enhancing brand value,improving cost management,expanding market channels,diversifying product offerings,strengthening digital marketing and integrating supply chain operations.These measures aimed to enhance the company’s market adaptability and profitability,ultimately enabling its sustainable growth in the highly competitive dairy industry.

Key words: dairy industry, marketing strategy, SWOT analysis, marketing route