Abstract: 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.

Key words: koumiss, Hohhot City, marketing