摘要：近年来，国产市场奶粉企业监管奶源、配方以及生产过程等方面的疏漏、松懈致使中国市场奶粉问题事件屡见不鲜，奶粉质量则显得至关重要。在这样的环境下，国外品牌奶粉成为了消费者的宠儿，这是国外品牌奶粉扩张市场的一个机遇。美澳励OZmilko婴幼儿品牌奶粉为澳大利亚原装进口奶粉，其抓住机遇准备打入中国市场。
本文运用了文献研究法、描述性研究法、举例研究法，研究目前市场主导奶粉品牌在中国市场的营销现状，以营销策略理论为基础研究了美澳励OZmilko奶粉营销环境，并根据美澳励OZmilko自身条件，为美澳励OZmilko进入中国市场制定营销策略。在美澳励OZmilko奶粉进入国内市场初期，要注重产品、价格、渠道、促销四个方面的营销策略。优化产品，合理定价，完善渠道建设，刺激促销。
关键词 奶粉营销；PEST分析；营销组合策略
Abstract：In recent years, because of the omissions and lax in the domestic market of milk powder enterprises’ supervision milk, formula and production process and other aspects, the problems in Chinese milk powder market emerge frequently. The quality of milk powder becomes essential. With the development of milk powder, foreign brand milk powder becomes more and more popular. This is an opportunity to expand foreign brand milk powder’s market. The OZmilko infant brand milk powder as Australia imported milk powder is ready to enter the Chinese market.
This article takes use of literature research, descriptive research method and example research method. It makes research of resent market’s main milk powder brand’s marketing situation in Chinese market and studies the OZmilko milk powder’s marketing environment based on the theory of marketing strategy. According to its own condition, this article makes the marketing strategy for OZmilko entering Chinese market. Early on OZmilko entering Chinese market, it should pay attention to products, price, channels and promotion these four aspects of marketing strategy. At the same time, optimization of products, reasonable price, perfect channel construction and stimulating the sales are all essential.
Keywords: Milk powder’s marketing PEST analytic method Marketing mix strategy
