酸马奶是市面上难得的功能性食品,具有独特的医用与保健效果,市场前景广阔,但是由于酸马奶市场认同度低,导致市场消费特征不明晰。本文以呼和浩特市酸马奶市场作为研究对象,运用实地观察、访谈、定点拦截、滚雪球抽样调查法收集数据;并整理分析,了解酸马奶市场的基本情况,发现酸马奶市场在经营销售中存在产品口味、包装、容量、价格方面不注重消费者实际需求,销售模式单一,缺少营销推广的问题;最终围绕产品、价格、渠道、促销四个方面提出酸马奶营销策略。

Koumiss is a rare health nutritional product on the market,with unique medical and health effects and a broad market prospect,but the low market recognition of koumiss leads to unclear market consumption characteristics. For this reason,this paper took Hohhot koumiss market as the research object,used field observation,interview,fixed intercept,snowball sampling method to collect data and understand the basic situation of koumiss market;found out many problems in the operation and sales of the koumiss market,such as no focus on the actual needs of consumers in terms of product taste,packaging,capacity and price,sales model single and lack of marketing promotion;then put forward koumiss marketing strategy around four aspects：product,price,place and promotion.