A公司餐饮包装食用油产品营销策略研究

发布时间：2018-11-03 14:52

【摘要】：中国是食用油消费大国,目前年消费量超过3000万吨。中国食用油的消费领域分为家庭、食品加工行业和餐饮行业三大领域。其中餐饮行业的消费量目前约占到全国食用油消费总量的30%,以消费散装食用油为主。随着中国消费者对食品安全要求越来越高,餐饮企业也开始逐步从使用散装食用油,转向更加安全、卫生的包装食用油产品。与此同时,一些地方政府也出台管理规定,限制散装食用油的流通。因此,近几年餐饮包装食用油市场获得了快速发展。正是在此背景下,A公司决定正式进军餐饮包装食用油市场。本文提出：当前中国食用油原料供应对外依存度很高,但压榨产能方面国有和民营企业占据主导。外资企业营销能力强于国内企业,因此消费市场外资品牌占据优势地位。中国餐饮包装食用油市场最近5年快速发展,餐饮包装食用油产品将逐步替代散装食用油,成为餐饮业消费的主流。目前在该行业竞争的食用油厂商以益海嘉里和中粮等大型企业为主,巨大的市场空间对其他潜在竞争者具有很强的吸引力。本文在市场调研和对A公司进行SWOT分析的基础上,制定其基本竞争战略和市场定位。提出A公司应采取集中差异化竞争战略,选择以南京为中心300公里以内的15个城市作为其目标市场,定位于服务中档及以上餐饮用户。本文在综合分析的基础上,制定A公司的营销策略,具体如下：产品策略：实施双品牌、多品类、包装多样化产品策略。D品牌和W品牌分别服务于高端和中档客户。D品牌增加菜籽油、玉米油和花生油品类,W品牌增加棕榈调和油和棕榈油品类。推出3种不同类型的产品包装规格。价格策略：采取竞争导向定价和形象定价相结合的定价策略。D品牌的产品采取高价策略,W品牌采取平价策略。渠道策略：实施以经销商为主,直营为辅的渠道策略。采取扁平化、多经销商制渠道结构。建议通过严格甄选客户、与客户建立共同目标,以及为客户解决实际问题等措施,来与经销商建立伙伴型的合作关系。促销策略：采取品牌建设与实效促销推动相结合的促销策略。并针对性提出3个具体的品牌宣传建议和针对经销商与终端用户的4类促销活动建议。服务营销策略：提出通过人员服务、风险控制支持和融资服务支持以提高客户满意度的服务营销策略。
[Abstract]:China is a major consumer of edible oil, with annual consumption of more than 30 million tons. The consumption of edible oil in China is divided into three fields: family, food processing industry and catering industry. The consumption of food and beverage industry accounts for about 30% of the total consumption of edible oil, mainly bulk edible oil. As Chinese consumers become increasingly demanding for food safety, catering companies are moving away from bulk cooking oil to safer, saner packaged edible oil products. At the same time, some local governments have introduced regulations restricting the circulation of bulk cooking oil. Therefore, the food and beverage packaging edible oil market has obtained the fast development in recent years. It is in this context, A company decided to formally enter the catering packaging cooking oil market. This paper points out that the supply of edible oil raw materials in China is highly dependent on foreign countries, but state-owned and private enterprises dominate in squeezing capacity. Foreign-funded enterprises have stronger marketing ability than domestic enterprises, so foreign-funded brands in the consumer market occupy a dominant position. The Chinese food packaging edible oil market has developed rapidly in the last five years, and the food packaging edible oil products will gradually replace the bulk edible oil and become the mainstream of the catering industry consumption. At present, the edible oil manufacturers in this industry are mainly large enterprises such as Yihai Kerry and Cofco, and the huge market space is very attractive to other potential competitors. On the basis of market research and SWOT analysis of company A, this paper formulates its basic competitive strategy and market orientation. It is pointed out that Company A should adopt the strategy of centralized differentiation competition and select 15 cities with Nanjing as the center within 300 kilometers as its target market and locate itself in the service of mid-range and above catering users. On the basis of comprehensive analysis, this paper formulates the marketing strategy of company A as follows: product strategy: implementation of dual brands, multi-category, Packaging diversification strategy. Brand D and brand W serve high-end and mid-range customers respectively. Brand D increases the category of rapeseed oil, corn oil and peanut oil, and brand W increases palm blend oil and palm oil category. Introduce three different types of product packaging specifications. Price strategy: the combination of competitive pricing and image pricing. Brand D products adopt high price strategy, W brand adopts parity strategy. Channel strategy: implement the channel strategy which is based on dealers and supplemented by direct operation. Adopt flat, multi-dealer channel structure. It is suggested to establish a partnership relationship with dealers by strictly selecting customers, establishing common goals with customers, and solving practical problems for customers. Promotion strategy: the combination of brand building and actual promotion. Three specific brand promotion suggestions and four types of promotional activities for dealers and end-users are put forward. Service marketing strategy: service marketing strategy to improve customer satisfaction through personnel service, risk control support and financing service support.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F274

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