乳制品行业分析.ppt

DairyIndustry 杨洁袁征帆 contents 2 5 6 Definingindustry Growthrateandmaturity Customersegments Leadingcompanies Threatsandopportunities Predictthefuture Definingindustry Definition Dairyproductsreferstocattle sheep offreshmilkanddairyproductsasthemainrawmaterials throughprocessingintovariousproducts Definingindustry Liquidmilk Milkpowders Condensedmilk Milkfat Cheese Milkicecream others Products Definingindustry Substitute SoybeanmilkRicepastejuice Definingindustry Industrychain ForagefeedsupplyandPestcontrol Dairyfarmersandfarm BreedingTechnologyanddiseasecontrol Processingequipment Thesupplyofmilk Packagingequipmentandmaterial supermarket store Processingenterprises milkstation Directsales agency Consumer Productionandprocessing Marketing Consumption Definingindustry Valuechain Definingindustry Degreeofrivalry 1 National Industryproductionconcentrationdegreeenhancesunceasingly theriseofabatchofproduction supply marketingintegrationmodelofdairyenterprises 2 Local Liquiddairyneedpreservationandeachareahasitsownflagshipbrand 3 International Internationalenterprisepromotetheirownbrandwiththehelpoflocalenterpriseandtheirtechnologyismature Definingindustry Supplierpower 1 Largedairyenterpriseshavetheirownmilksourcebase sothemilksourceisnomoreimportant 2 Thequalityofmilkissimilar Supplierhasnocompetitiveadvantages onlythroughlowerpricestosellrawmilk Definingindustry Threatofsubstitutes 1 SoybeanmilkhassufficientrawmaterialsandsuitableforChinese 2 Juicecanenhanceimmunity reduceillness delayaging 3 Ricepasteiseasytodigestanddifferentformulationshavedifferenteffect Definingindustry Barrierstoentry 1 Oncetheformationofconsumerbrandloyaltyishardtochange thenewbrandisverydifficultforconsumerstobuytheirproducts 2 Consumersincreasingdemandsonhealthqualityandpackaginggrades entrantsmusthavethesafetyproductionandqualitycontrolcapacity 3 Thedairyindustryofhugeinvestment longpaybackperiod sothecostbarriersishigh Definingindustry Barrierstoentry Definingindustry Buyerpower 1 TheagestructureofconsumptionofdairyproductsinChinabyinfantsandtheelderlydominatedextendedtoallages 2 Thechangesoftheconceptofconsumer Healthbecomesthefirstchoice 3 Consumersaremorerational canseethroughthetricksofbusiness Definingindustry Fiveforces 目录 2 5 6 Definingindustry Growthrateandmaturity Customersegments Leadingcompanies Threatsandopportunities Predictthefuture GrowthrateandMaturity Growth GrowthrateandMaturity Competition 1 Becauseoffoodsecurity foreignbrandstooktheopportunitytooccupyacertainmarketshare 2 Withtheimprovementofpeople sincomelevelandeconomicchangeineatinghabits thedemandfordairyproductswillcontinuetogrow 3 Twochildpolicyopen increasingtheconsumptionofdairyproducts GrowthrateandMaturity Marketleaders GrowthrateandMaturity Productrange GrowthrateandMaturity Atpresent thedevelopmentofChina scheeseindustryisstillinitsembryonicstage alongwiththerecentyearsourcountrydairyindustryisbooming thedevelopmentofthedomesticindustryisthenecessarytrendofcheese Productrange GuidetoIndustryAnalysis 21 MATURITYEXPANDING GROWTHRATE COMPETITION MKTLEADERS STANDARDS MKTGGOALS MKTSHARE STRATEGY PRODUCT RANGE CUSTOMER LOYALTY GrowthrateandMaturity 目录 2 5 6 Definingindustry Growthrateandmaturity Customersegments Leadingcompanies Threatsandopportunities Predictthefuture Customersegments Middleage Yogurt Icecream PowderMilk Children Baby Youth Teenagers Liquidmilk Oldage all all Dairy Age Customersegments Helpdigestion Lowcalorie Supplementarynutrition Easytoabsorb Liquidmilk Yogurt Icecream PowderMilk Dairy Function 输入文字在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论 Customersegments Liquidmilk Yogurt Icecream PowderMilk Dairy Studentmilk Femalemilk Pregnantwomanmilk Identity Customersegments Meaningful Affecttheirbuyingdecision 1 Economicsituationofconsumers 2 Theconsumer scareerandstatus 3 Theageandgenderofconsumers 4 Theconsumer spersonalityandselfconcept SocialculturalRelevantsocialgroups ThequalityoftheproductPriceBrandPackagingCorporatepromotionalwork 1 Customerfactor 2 Socialfactor 3 Enterpriseandtheproductfactor 目录 2 5 6 Definingindustry Growthrateandmaturity Customersegments Leadingcompanies Threatsandopportunities Predictthefuture 输入文字在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论 LeadingCompanies Leadercompanies 输入文字在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论 LeadingCompanies competitive 输入文字在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论 LeadingCompanies marketshared 目录 2 5 6 Definingindustry Growthrateandmaturity Customersegments Leadingcompanies Threatsandopportunities Predictthefuture 输入文字在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论 ThreatsandOpportunities 1 Theadjustmentandoptimizationofproductstructure extendtheindustrialchain 3 Thecultivationofkeyenterprises improveenterpriseproductivity 2 Theeliminationofbackwardproductioncapacityreasonableindustriallayoutplanning TheTwelfthFiveYearPlan Encouragesthespecialqualitydairyproductstoimprovetheindustryconcentration Politicalfactor ThreatsandOpportunities Politicalfactor 输入文字在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论 ThreatsandOpportunities Economicfactor Socialfactor ThreatsandOpportunities 1 Socialstructure2 Religiousbelief3 Consumptionhabits4 Theconceptofenvironmentalprotection ThreatsandOpportunities 输入文字在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论在此录入上述图表的综合分析结论 Technicalfactor 1 Geneengineeringandmicrobialtechnology 2 Cloningofhormoneapplicationtechnology 3