X公司小包装食用油营销策略研究

发布时间：2018-03-30 22:31

本文选题：食用油　切入点：小包装　出处：《中国海洋大学》2013年硕士论文

【摘要】：食用油是关系国计民生的重要商品，我国是食用植物油消费大国，人均消费一直稳中有升。随着国内经济的迅速发展，人民生活水平不断提高，对食用油的健康、安全、营养等方面的要求越来越高，原来长期占有市场的散装食用油已不能满足居民消费的需要，食用油行业出现小包装食用油，为中国食用油行业带来新的机会与挑战。2011年中国食用油消费量2777万吨，人均19.4公斤，其中小包装食用油销量为616万吨，且占总消费量的比例呈现出逐年上升的态势。我国小包装油正以每年20％-30％的速度增长，成为中国的朝阳行业。 X公司是一家拥有20多年花生油生产经验的专业食用油生产企业。公司采用物理压榨工艺，生产的小包装花生油产品本地市场占有率达到80%以上。但目前国内小包装食用油市场竞争激烈而无序，且X公司缺乏对全局性的战略规划及市场营销策略规划，企业发展处于“摸着石头过河”的状态。针对企业自身的实际情况及外部竞争环境，尽快为企业制定明晰的小包装食用油发展战略及市场营销策略，，提升企业的核心竞争力，是本论文重点研究的目的和意义。本论文首先运用SWOT分析法发现X公司自身存在的优势及劣势，市场的机会与威胁，通过架构X公司SWOT矩阵，选定X公司应选择增长型市场营销战略。然后通过运用STP理论，对X公司市场细分、目标市场选择及市场定位进行战略分析定位，针对X公司的产品及目标消费者需求特征，明确其目标市场，并进行市场定位，帮助X公司在小包装食用油行业激烈的市场竞争环境中寻求企业自身的发展方向。在此基础上，运用4Ps市场营销策略理论，从产品策略、价格策略、渠道策略及促销策略入手，对X公司小包装食用油市场进行市场营销策略组合，并创新性的提出了双品牌策略，为X公司下一步市场营销提出了具体可操作的行动指南。本论文通过运用市场营销理论，将小包装食用油市场竞争环境与X公司市场营销实践结合，为X公司提出了理论结合实际的具有可操作性的市场营销战略与策略，提供了提高企业核心竞争力理论依据与支撑。该论文的分析过程与结论不仅对案例企业具有指导及实践意义，对行业内其他相关企业也具有一定的参考和借鉴价值。
[Abstract]:Edible oil is an important commodity related to the national economy and the people's livelihood. China is a major consumer of edible vegetable oil, and its per capita consumption has been steadily rising. With the rapid development of the domestic economy, the living standards of the people are constantly improving. The requirements for nutrition and other aspects are getting higher and higher. The bulk edible oil, which has been occupying the market for a long time, can no longer meet the needs of residents' consumption, and the edible oil industry has emerged as a small package edible oil. This brings new opportunities and challenges to China's edible oil industry. In 2011, China consumed 27.77 million tons of edible oil, with 19.4 kilograms per capita, of which 6.16 million tons were sold in small packages. The small package oil in China is increasing by 20% to 30% a year, and it has become a sunrise industry in China. X Company is a professional edible oil manufacturer with more than 20 years experience in peanut oil production. The local market share of the small package peanut oil products is more than 80%. But at present, the domestic small packaging edible oil market is fierce and disordered, and X Company lacks the overall strategic planning and marketing strategy planning. The development of the enterprise is in the state of "crossing the river by touching the stone". In view of the actual situation of the enterprise itself and the external competitive environment, it is necessary to formulate a clear development strategy and marketing strategy for the small packaging edible oil for the enterprise as soon as possible, so as to enhance the core competitiveness of the enterprise. This paper focuses on the purpose and significance of the study. In this paper, we first use SWOT analysis method to find out the strengths and weaknesses of X Company itself, market opportunities and threats. By constructing X Company SWOT matrix, we select that X Company should choose the growth marketing strategy. Then, by using STP theory, we choose the growth marketing strategy. The market segmentation, target market selection and market positioning of X Company are analyzed, and the target market of X Company is defined according to the characteristics of its products and the demand of the target consumers, and the market positioning is carried out. In order to help X Company to seek the development direction of its own in the fierce market competition environment of small packaging edible oil industry. On this basis, using 4Ps marketing strategy theory, starting from product strategy, price strategy, channel strategy and promotion strategy, The marketing strategy combination of small package edible oil market of X Company is carried out, and the dual brand strategy is innovatively put forward, and the concrete operational action guide is put forward for the next step marketing of X Company. By using the marketing theory, this paper combines the competitive environment of small packaging edible oil market with X Company's marketing practice, and puts forward a feasible marketing strategy and strategy for X Company. The analysis process and conclusion of this paper not only has guiding and practical significance for case enterprises, but also has certain reference and reference value for other related enterprises in the industry.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

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