谁来为我国乳品行业营销?——从美国乳品行业推广机制引发的思考

<正>过去的5年是我国乳业发展最快的时期,奶类产量、乳品加工量和城市居民乳品消费量都保持了两位数的发展水平。2005年我国奶类总产量2,864．8万吨,人均奶类占有量达到21．7公斤,比2000年增长了2．1倍,乳制品产量达1,310．4万

Who Can Do Marketing for China Dairy Industry

In past five years,China's dairy industry has been undergoing a“white revolution”as demand for dairy continues to rise and exten- sive restructuring takes place on the supply side.Dairy sales reached $9.5 billion in 2005 and are expected to grow rapidly as per-capita dairy consumption continues to rise.Fluid milk sales are at the forefront of this growth, followed by ice cream,yogurt and cheese.As demand increases,fierce competition among China's 1,600 processors has forced many lo- cal and international companies out of the market.China is striving to become a dairy production power in the world in 20 years through larger investment and technology upgrading.Also,the Chinese government has attached great importance to developing the milk industry,which it regards as a strategic task in agricultural restructuring to improve people's health and consumption structure.“The milk industry is quite promising in China,and will maintain rapid growth for a long time,”experts said. While increasing concentration and scale expansion may be generating efficiency gains, it is certainly possible that the torrid pace of development in the dairy industry is creating so much change and disequilibria that mea- sured efficiency is falling on aggregate.With the herd size growing by 20% per year,the number of cows in China doubles every four years.New producers are entering.Experi- enced producers are changing their genetics and upgrading their milking facilities.Com- mercial operations are changing management incentive plans and control-rights regimes,and they are altering the way they interact with small producers,processors,and local governments.It is well recognized in the eco- nomies literature that high adjustment costs often leads to inefficiencies as firms and whole industries make new investments.To solve the problems in the course of health development, we should look for a updated marketing way for dairy industry.