X公司小包装食用油营销策略研究工商管理专业论文.docxVIP

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。 关键词：食用油；小包装；营销策略 Study on Company X’s Small Package Edible Oil Marketing Strategies Abstract Edible oil is an important commodity for the peoples livelihood, China is a big edible vegetable oil consuming country; per capita consumption has been steadily rising through the years. With the rapid development of the domestic economy, peoples living standards continue to improve, their standards on edible oil is getting higher and higher. Then there comes the small package edible oil, which brought new opportunities and challenges to the market players. Public data shows, Chinas edible oil consumption in 2011 was 27.77 million tons, 19.4 kg per capita, small package edible oil sales to 6.16 million tons, and its ratio is rising year by year. Small package oil market is growing at an annual rate of 20% -30% and becomes a sunrise industry in China. Company X has 20 years of professional experience in peanut oil production. The small package peanut oil products reach more than 80% local market share. But with the small package edible oil market competitive and chaotic, company X is the lack of overall strategic planning and marketing tactics and is in a state of crossing the river by feeling the stones. According to its actual situation, developing clear marketing strategies and tactics for the company is the main focus of this paper. The thesis, first of all, uses SWOT analysis to discover the advantages and disadvantages of Company X, and its market opportunities and threats. Through the SWOT Matrix analysis, the thesis suggests Company X should adopt the growth strategy. Then through the use of STP theory, the thesis analyses Company X’s market segmentation, target market selection and market positioning strategy. According to Company Xs products and its target consumer demands, identify its target market and market positioning in the hope of helping Company X seek its own direction of developm