新疆乳品业拥有优越的资源,却始终处于我国乳品业竞争的劣势地位,根本原因在于新疆乳品企业缺乏核心竞争力。为了提升新疆乳业品牌竞争力现状,本文以R乳业公司为例,从品牌定位、品牌产品结构、品牌营销策略、品牌运营能力、品牌盈利能力、品牌技术状况等方面分析了R乳业公司品牌竞争力的现状和存在的问题,提出扩大市场规模,实现规模经济;促进产品结构升级,提高产品渗透率;建立产品的科学促销模式;抓好优质、安全的奶源基地建设;抓住向西出口的契机,开拓国际市场等建议,以期对R乳业今后健康理性发展起到推动作用。

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.