中国大陆小包装食用油渠道策略的研究.pdfVIP

022025264高长虎 中重大陆小包装食用油渠道策略耕究 Abstract Cooking oil is a dally necessity that is closely related to people’s everyday life．For thousands of years people have been used to cook with unpackaged cooking oil．At the beginning of 1 990’s，Jinlongyu，representative of packaged cooking oil，came into Chinese market．From then on，cooking oil industry enters a new era，and people’s cooking habit changed revolutionarily．Cooking oil industry increased by 25％annually and became a rising industry in Chinese market，capitals rushed into Chinese package cooking oil industry．Kerry OilGrains(China)Ltd．，China Food Group，Jinguang Group and Zhengda Group are the magnates among those investors． In the furious competition．Kerry OilGrains and China Food Group take the lead gradually,while JinlOgnyu has become the most valuable brand of this industry；as a competitor,Fulinmen continuously challenges Jinlongyu,even the second class brands like Damenguan unceasingly challenge Jinlongyu with price discount．Channels,not to say, were the focus of competition，there’s even a saying：‘who gets the channels gets the market’。The channels,which Jiali has been proud of,often conflict one another．The competitors’incessant innovation ofchmmets pushed the market development drastically， The writer has been working as the sales of packaged cooking oil industry for years, and deeply realizes the complexness and importance of channel management，which has pushed me to conduct a profound research on the channels of this industry,so as to reflect the rules of channel conflict and cooperation,and find out the channel performance appraisal methods accordingly for the reference of setting up eOITect enterprise channel strategies． This Article Briefly introduces the histoD；Current status of packaged cooking oil industry,and analysis the market competition of packaged cooking oil in Chinese market． Through analyzing the competition environment of cooking oil and the change of consumers’concept and habit,expatiate three basic