Haagen Dazs' marketing strategy and development suggestions

Haagen Dazs is a famous high-end ice cream brand in China. After entering the Chinese market, has been selling well. However, recent years, Dazs' sales are much lower than before. Some researchers believe that marketing strategy and market environment have great impact on its changes. specific reasons for this change still lack unified explanation. The aim of paper was to explore advantages disadvantages strategy, so as give suggestions increase sales. Therefore, article analyzes by collecting data official website McKinsey Research Institute, well advertising publicity various media, sorting analyzing information. shows increases bringing social currency customers, but too dependent word-of-mouth. With changes innovation, it suggested comply with consumer innovate products.