Product Marketing Strategy Of JH Camellia Oleifera Company Based On 4V Theory

90% of the camellia oil forests in the world are located in China,which is the largest camellia oil production base in the world.Although its industry has been greatly supported by national policies in recent years,due to the impact of income and consumption consciousness,camellia oil enterprises are still in the cultivation stage for consumers.With the continuous growth of similar enterprises,and the lack of consumer awareness,the competition of camellia oil products is becoming increasingly fierce.Secondly,affected by the events of "exceeding the standard" and "recalling",the brand image has been greatly impacted,and JH camellia oil company’s development slowed down gradually.The first chapter introduces the research background,research content,research methods and technical route in detail.The second chapter firstly discusses the development of 4P,4C,4R,4V marketing theory,and then reviews the main literature of foreign marketing theory,domestic 4V marketing theory and camellia oil marketing.The third chapter firstly introduces the general situation of JH camellia oil company,and then analyzes the macro environment,micro environment and SWOT of the company.Taking the 4V theory model as the framework,the fourth chapter finds out the marketing problems of JH camellia oil company through the data analysis of questionnaire and the comparison of China’s top ten camellia oil companies.Based on the 4V theory,the fifth chapter puts forward the marketing strategy optimization suggestions and corresponding safeguard measures.The sixth chapter describes the conclusions of the paper and the prospects for the future.The following is the conclusion of this paper.Firstly,through the analysis of the current environment of JH camellia oil company,it is concluded that the marketing environment of camellia oil is conducive to its development.Secondly,through investigation and comparative analysis,it is found that there are problems in JH camellia oil products,such as lacking of variation,inadequate product versatility,unthoroughly explored added value,poor vibration and so on,which are detrimental to the future marketing of enterprises.Finally,combined with 4V theory,this paper puts forward specific and feasible marketing strategies and corresponding safeguard measures from four aspects of Variation,Versatility,Value,Vibration,so as to improve the marketing ability of JH camellia oil company.