Research On Marketing Strategy Optimization Of Camellia Oil Of Jiangxi XM Company

Camellia oil is one of the unique woody oil varieties in China,with more than 85% of camellia species in China,and it is also the country with the widest distribution of camellia plants in the world.With the improvement of people’s awareness of healthy diet and the improvement of living standards in recent years,coupled with the strong support of national policies,the development of camellia oil has ushered in a wave of peaks.More and more production enterprises join the camellia oil industry,the production capacity of camellia oil is also growing steadily,and its marketing strategy also needs to be studied and adjusted accordingly.Jiangxi Province is one of the key provinces of camellia oil planting,camellia tree planting area and camellia oil production are second only to Hunan Province,ranking second in the country.In recent years,with the favorable national policies and the continuous improvement of industrial heat,more and more individuals and enterprises have joined the camellia oil industry.This paper takes Jiangxi XM camellia Oil Company and its marketing strategy as the research object,uses scientific methods such as literature research and questionnaire survey,takes market positioning and 4P theory as the framework,and combines the current marketing environment of XM Camellia Oil Company,and analyzes the existing marketing problems of XM camellia Oil Company through questionnaire survey.And from the market positioning,product,price,channel,promotion and other five dimensions of marketing strategy optimization suggestions.It is found that the existing marketing problems of XM Camellia oil company are unclear market positioning,unreasonable product structure,unscientific pricing strategy,limited sales channels and single promotion mode structure.The reasons are mainly caused by the lack of comprehensive market positioning,the lack of clear product positioning,blindly following pricing,the lack of overall planning for channel construction,and the lack of innovation in promotion methods.On this basis,the paper puts forward some suggestions on marketing strategy optimization,such as market selection and positioning optimization based on development strategy,high-quality product strategy reflecting healthy and green pursuit,high value price strategy based on brand,all-matrix channel marketing strategy,and efficient promotion strategy under new media environment.Through the research of this paper,we hope to help Jiangxi XM company to improve its marketing situation,expand its market share and increase its brand value.It is also hoped that through the case study of Jiangxi XM Company camellia oil marketing,it can provide some reference for other camellia oil companies in the same industry in marketing management and operation.