Abstract: This paper took Feihe,a well-known infant formula milk powder enterprise in China,as a case study and employed SWOT analysis to explore the internal strengths and weaknesses,as well as external opportunities and threats of Feihe’s infant formula milk powder. The study found that Feihe had significant advantages in product quality,technological achievements,and R & D innovation,but also faced disadvantages such as consumer confidence affected by historical events and a single product structure. In response to the current situation,this paper proposed a series of innovative marketing strategies,including enhancing product quality,implementing multi-channel and digital marketing strategies,building and strengthening brand image,and improving consumer experience. By implementing these strategies,it was expected that Feihe can consolidate its leading position in the fiercely competitive infant formula milk powder market and make a positive contribution to the overall development of China’s infant formula milk powder industry.

Key words: SWOT, infant formula enterprise, marketing strategy, Feihe