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CONTENTS

 
Chapter One Development summary of infant milk powder industry 1
Section One Definition and classification of milk powder 1
First, definition of milk powder 1
Second, classification of milk powder 1
Section Two Definition and characteristic of infant milk powder 2
First, definition of infant milk powder 2
Second, characteristic of infant milk powder 2
Section Three Development summary of milk powder industry 3
First, compositions and products characteristics of milk powder 3
Second, difference of ordinary milk powder and formula milk powder 5

Chapter Two Development analysis of global infant milk powder market 7
Section One Development analysis of world infant milk powder market 7
First, market pattern of global infant milk powder 7
Second, price analysis of global milk powder in 2010 7
Third, raw materials price analysis of international milk powder in 2010 8
Section Two Infant milk powder market analysis of some countries in 2008-2009 8
First, South Korea 8
Second, U.S.A. 8
Third, Germany 9
Fourth, Holland 10
Fifth, Indonesia 10

Chapter Three Current situation of the development of infant milk powder industry 11
Section One Current situation of infant milk powder market of our country 11
First, market overview of infant milk powder of our country 11
Second, market scale of infant milk powder of our country 11
Section Two Market situation of domestic infant milk powder of 2009 12
First, sales volume of domestic infant milk powder of the first half of 2009 12
Second, development situation of domestic infant milk powder market of 2009 13
Section Three Development analysis of infant milk powder market of our country of 2010 14
First, development of domestic infant milk powder market of 2010 14
Second, development suggestion of domestic infant milk powder market in 2010 15
Section Four Existing problem of infant milk powder of our country 16
First, production domesticization analysis of foreign milk powder 16
Second, subsequent influence analysis of milk powder incident 17
Third, the existing problem of development of domestic milk powder 18

Chapter Four Investigation and analysis of infant milk powder market 21
Section One Investigation and analysis of infant formula milk powder market 21
First, purpose and target of investigation 21
Second, result analysis of investigation 21
Section Two Environmental evaluation of consumption 31
First, consumers look forward to the safety assurance of quality in milk powder market 31
Second, parents whose child is 0-4 years old experience stronger about product quality and price 32
Section Three Investigation and analysis of infant formula milk powder market in 2009 34
First, price analysis of infant formula milk powder market of 2009 34
Second, quality situation of China infant formula milk powder market 34
Third, produce formula milk powder and should set up the threshold 35
Fourth, formula milk powder regards breast milk as the standard 35
Fifth, price analysis of imported infant milk powder 36

Chapter Five Economical operation analysis of liquid milk products manufacturing industry 37
Section One Economical operation analysis of liquid milk products manufacturing industry in 2008-2009 37
First, economic indicator of liquid milk products manufacturing industry in 2008 37
Second, economic indicator of liquid milk products manufacturing industry in 2009 39
Section Two Operation analysis of liquid milk products manufacturing company in 2009 40
First, competitiveness index analysis of liquid milk products manufacturing company of 2009 40
Second, popular index analysis of products of liquid milk products manufacturing company of 2009 41
Third, market share analysis of liquid milk products manufacturing company of 2009 42

Chapter Six Imports and exports analysis of infant milk powder industry 43
Section One Imports and exports analysis of dairy of 2008-2009 43
Firsth, exports analysis of dairy of our country in the first quarter of 2008-2009 43
Second, imports and exports analysis of dairy of the first half of 2009 44
Section Two Imports and exports analysis of milk powder in 2008-2009 46
First, imports and exports analysis of milk powder in 2008 46
Second, imports and exports analysis of milk powder of 2009 47
Third, imports situation of infant dairy in 2009 48

Chapter Seven Development analysis of milk powder industry of our country 50
Section One Current situation analysis of milk powder industry of our country 50
First, situation analysis of milk powder market 50
Second, quality analysis of milk powder of our country 50
Third, characteristic of milk powder market of our country 51
Section Two Analysis that foreign milk powder impact on milk powder industry of our country 52
First, import milk powder restrain the milk industry of our country from developing 52
Second, situation that foreign enterprises fight for China milk powder market 52
Third, European foreign milk powder develop towards localization 53
Section Three Development analysis of milk powder market of our country 53
First, development state of milk powder market of 2009 53
Second, development state of milk powder market of 2010 54
Third, network marketing analysis of milk powder of 2010 54
Section Four Market development analysis of milk powder enterprise of our country 56
First, competitiveness analysis of China milk powder enterprises of 2009 56
Second, popular situation analysis of China milk powder enterprises of 2009 57
Third, market share analysis of China milk powder enterprises of 2009 58

Chapter Eight Consumption market analysis of infant milk powder industry 59
Section One Consumer income analysis of Chinese infant milk powder 59
First, population scale analysis 59
Second, age composition analysis 59
Third, structural analysis of education 60
Fourth, income level of resident of our country 60
Fifth, confidence index analysis of consumer of our country 61
Section Two Overall appraisal of infant and pre-school children's market comsupton environment 61
First, security make consumers perplex most 61
Second, consumer's trust on infant milk powder 62
Section Three Brand occupation rate and prestige degree of infant milk powder 63
First, brand occupation rate 63
Second, brand prestige degree 66
Third, brand satisfaction 70
Section Four Consumer behavior preference of infant milk powder 70
First, main consideration that consumers buy milk powder 70
Second, brand which consumer's colony pays close attention to 71

Chapter Nine Marketing analysis of infant milk powder industry 74
Section One Current situation of brand marketing of domestic infant milk powder 74
First, marketing situation analysis of infant milk powder of our country 74
Second, marketing tactics analysis of domestic milk powder in 2010 74
Section Two Study of 4P combination marketing of infant milk powder industry 76
First, product VS demand 77
Second, price VS value 77
Third, channel VS convenience 79
Fourth, promotion VS and communication 80
Fifth, change of 4P combination 82
Sixth, new development of 4P 83
Seventh, cope with shifting events by sticking to a fundamental principle 84
Section Three Three kinds of successful marketing modes of infant milk powder 84
First, difference marketing 84
Second, database marketing 85
Third, integrated marketing 85

Chapter Ten Competition analysis of infant milk powder market 87
Section One Competition structure analysis of infant milk powder industry 87
First, competition of existing enterprises in the trade 87
Second, the new entrant's threat 88
Third, threat of the substitute 89
Fourth, the supplier's ability of bargaining 90
Fifth, the buyer's ability of bargaining 91
Section Two Competition pattern analysis of infant milk powder market of 2009 91
First, competition of infant milk powder market aggravates in 2009 91
Second, competition pattern of infant milk powder of 2009 92
Third, competition situation analysis of infant milk powder market of 2010 92
Section Three Market competition analysis of infant milk powder industry of our country 93
First, brand competition 93
Second, market competition 93
Third, competition situation of advanced infant milk powder 94
Section Four Competition current situation of infant milk powder of 2009 95
First, competitiveness current situation of domestic milk powder industry of 2010 95
Second, milk powder market's foreign brand competition situation of 2009 98
Third, milk powder market's price competition situation of 2009 99
Fourth, improve the domestic milk powder industry's competitiveness tactics 99

Chapter Eleven Main brand analysis of infant milk powder 101
Section One Meadjohnson 101
First, Meadjohnson build brand by serving 101
Second, price tendency of Meadjohnson infant milk powder 101
Third, market development analysis of Meadjohnson in China 101
Section Two Wyeth 102
First, brand introduction of Wyeth 102
Second, enlightenment that Wyeth brand give domestic milk powder enterprises 102
Third, market trend of Wyeth milk powder of 2009 103
Section Three YiLi 103
First, products advantage analysis of YiLi advanced milk powder 103
Second, YiLi milk powder tries hard to recommend three major crafts 104
Third, YiLi milk powder fights in different parts on the top-grade market 104
Section Four MengNiu 105
First, new development pattern of MengNiu in 2009 105
Second, sales volume analysis of MengNiu dairy of 2009 105
Third, MengNiu makes industry chain of low carbon pollution-free of dairy industry 106
Section Five Wondersun 106
First, development advantage of Wondersun milk powder industry in 2009 106
Second, operation analysis of Wondersun dairy industry 106
Third, Wondersun milk powder market's overall arrangement analysis 107

Chapter Twelve Advantage enterprises analysis of infant milk powder 108
Section One Meadjohnson Company 108
First, company's overview 108
Second, management theory of Meadjohnson Company 108
Third, Meadjohnson makes every effort to open up infant milk powder market 108
Section Two Wyeth group 109
First, company's overview 109
Second, company's trends of 2009 109
Third, development prospect analysis of Wyeth 109
Section Three Inner Mongolia Yili Industrial Group Co., Ltd. 110
First, company's overview 110
Second, financial analysis of 2008-2009 111
Third, analysis that YiLi keeps the advantage of the competition 117
Section Four Inner Mongol MengNiu dairy industry group 118
First, company's overview 118
Second, company's management state 119
Third, company's trends of 2009 119
Section Five Nestle Company 120
First, company's overview 120
Second, company's management state 120
Third, company's developing direction 120
Section Six Bright Diary dairy industry Limited Company 121
First, company's overview 121
Second, financial analysis of 2008-2009 121
Third, company's operation analysis of 2009 127
Section Seven Analysis of other enterprises 127
First, Yashili group 127
Second, U.S.A. Abbott (Group) Corporation 128
Third, Hangzhou Beingmate Corporation (Group) 129
Fourth, Beijing Sanyuan group Co., Ltd. 129

Chapter Thirteen Development trend analysis of infant milk powder 130
Section One Development trend analysis of infant milk powder industry 130
First, the market competition is fierce day by day 130
Second, homogeneity of marketing means while the trade shuffles 130
Third, development trend of market scale of infant milk powder 132
Section Two Prospect of infant milk powder industry of 2009 133
First, development potentiality of consumer market of infant milk powder 133
Second, infant milk powder welcome natural albumen era in 2009 134
Third, market trend of infant milk powder of 2009 134

Chapter Fourteen Investment analysis of infant milk powder industry 136
Section One Investment opportunity analysis of infant milk powder industry 136
First, milk powder market's investment opportunity 136
Second, milk powder market's development opportunity 136
Third, chance and threat that domestic milk powder industry faces 136
Section Two Investment risk analysis of infant milk powder industry 137
First, risk analysis which the enterprises of our country face under the financial crisis 137
Second, risk that the financial crisis brings to small and medium-sized enterprises of our country 138
Third, risk analysis that the baby feeds formula milk powder artificially 138

CHART CONTENTS
Chart: Feed  way situation of users of infant formula milk powder 22
Chart: Investigation situation of type of infant formula milk powder 23
Chart: Situation that consumers know about nutrition of infant formula milk powder 24
Chart:  Situation that consumer select infant formula milk powder brand to use 25
Chart: The reason why consumers select brand of tinfant formula milk powder for use 26
Chart: Situation that consumer concern to function of infant formula milk powder 27
Chart: The route picture that consumers buy infant formula milk powder 28
Chart: The route that consumers understand infant formula milk powder 29
Chart: Consumer's expenses situation on infant formula milk powder 30
Chart: Situation of brand of infant formula milk powder that consumers are using 30
Chart: Appraisal on milk powder market 32
Chart: Child's age difference while parents appraise milk powder market 33
Chart: The difference of the family income while parents appraise milk powder market 33
Chart: The city scale difference while parents appraise milk powder market 34
Chart: Economic indicator of national total of liquid milk products manufacturing industry in January - December of 2008 37
Chart: Economic indicator of national total of liquid milk products manufacturing industry in January - December of 2009 39
Chart: Competitiveness index analysis of liquid milk products manufacturing company of 2009 40
Chart: Popular index analysis of products of liquid milk products manufacturing company of 2009 41
Chart: Market share analysis of liquid milk products manufacturing company of 2009 42
Chart: Export delivering value and rate of increase analysis of dairy 43
Chart: The monthly tendency picture of dairy imports of our country 45
Chart: The monthly tendency picture of dairy exports of our country 45
Chart: Imports data analysis of milk powder of our country after August of 2008 46
Chart: China milk powder enterprise's competitiveness index analysis of 2009 56
Chart: Popular index analysis of China milk powder enterprise of 2009 57
Chart: Market share analysis of China milk powder enterprises of 2009 58
Chart: Change of age composition in the population of China of 1953-2007 59
Chart: Confidence index of consumer of our country in December of 2009 61
Chart: The question that consumer feel perplexed to infant milk power at present 62
Chart: The fields that consumers worry of infant milk power 63
Chart: Brand of milk power that interviewees often buy in 2008 64
Chart: The income difference of family which often buy milk power brand in 2008 65
Chart: City scale difference which often buy milk power brand in 2008 65
Chart: Brand of milk power that is worth of trust in 2009 67
Chart: Trust proportion contrasts with occupation rate of milk power brand in 2009 67
Chart: The income difference of family while consumer trust milk power brand in 2009 68
Chart: City scale difference while consumer trust milk power brand in 2009 69
Chart: Trust respect while consumer trust milk power brand in 2009 70
Chart: Consideration that consumer buy milk power in 2009 71
Chart: Child's age difference and consideration while consumer buy milk power in 2009 72
Chart: The income difference of family and consideration while consumer buy milk power brand in 2009 73
Chart: City scale difference and consideration while consumer buy milk powder brand in 2009 73
Chart: Main management form of Inner Mongolia Yili Industrial Group Co., Ltd. in the first half of 2009 111
Chart: Index of per share of Inner Mongolia Yili Industrial Group Co., Ltd. of 2008-2009 112
Chart: Earning capacity of Inner Mongolia Yili Industrial Group Co., Ltd. of 2008-2009 113
Chart: Operating capacity of Inner Mongolia Yili Industrial Group Co., Ltd. of 2008-2009 113
Chart: Coverage capacity of Inner Mongolia Yili Industrial Group Co., Ltd. of 2008-2009 114
Chart: Capital structure of Inner Mongolia Yili Industrial Group Co., Ltd. of 2008-2009 114
Chart: Development capacity of Inner Mongolia Yili Industrial Group Co., Ltd. of 2008-2009 114
Chart: Cash flow of Inner Mongolia Yili Industrial Group Co., Ltd. of 2008-2009 115
Chart: Revenue from main operation of Inner Mongolia Yili Industrial Group Co., Ltd. of 2008-2009 115
Chart: Income from main operation of Inner Mongolia Yili Industrial Group Co., Ltd. of 2008-2009 115
Chart: Operating profit of Inner Mongolia Yili Industrial Group Co., Ltd. of 2008-2009 116
Chart: Total profit of Inner Mongolia Yili Industrial Group Co., Ltd. of 2008-2009 116
Chart: Net profit of Inner Mongolia Yili Industrial Group Co., Ltd. of 2008-2009 117
Chart: Main management form of Bright Diary dairy industry Limited Company in 2009 121
Chart: Index of per share of Bright Diary dairy industry Limited Company of 2008-2009 122
Chart: Earning capacity of Bright Diary dairy industry Limited Company in 2008-2009 123
Chart: Operating capacity of Bright Diary dairy industry Limited Company in 2008-2009 123
Chart: Coverage capacity of Bright Diary dairy industry Limited Company in 2008-2009 123
Chart: Capital structure of Bright Diary dairy industry Limited Company in 2008-2009 124
Chart: Development capacity of Bright Diary dairy industry Limited Company in 2008-2009 124
Chart: Cash flow of Bright Diary dairy industry Limited Company in 2008-2009 124
Chart: Revenue from main operation of Bright Diary dairy industry Limited Company in 2008-2009 125
Chart: Income from main operation of Bright Diary dairy industry Limited Company in 2008-2009 125
Chart: Operating profit of Bright Diary dairy industry Limited Company in 2008-2009 126
Chart: Total profit of Bright Diary dairy industry Limited Company in 2008-2009 126
Chart: Net profit of Bright Diary dairy industry Limited Company in 2008-2009 127

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