An Analysis of Marketing Strategy of Premium Fresh Milk Based on 4v Theory—a Case Study of Yuexianhuo Milk

Ze Tan (), Siting Pang () and Ningyi Lai ()
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Ze Tan: Guangzhou Xinhua University, School of Foreign Language
Siting Pang: Guangzhou Xinhua University, School of Foreign Language
Ningyi Lai: Guangzhou Xinhua University, School of Foreign Language

A chapter in Proceedings of the 2024 2nd International Conference on Management Innovation and Economy Development (MIED 2024), 2024, pp 11-19 from Springer

Abstract: Abstract With the continuous improvement of consumer living standards and health awareness, the consumption of dairy products in China has gradually increased. “Yue Xianhuo” seizes the opportunity and quickly grabbed a place in the dairy market. This article fully understands the 4V theory and the development of YueXianHuo milk through case study, and also analyzes the marketing strategy of YueXianHuo milk from the consumers’ point of view through questionnaire method. To sum up, this article hopes that the case of marketing strategy of YueXianHuo can provide reference and suggestions for other similar dairy enterprises and promote the development of dairy industry.

Keywords: 4V marketing theory; YueXianHuo milk; low-temperature fresh milk (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-542-3_3

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