The Research On Marketing Strategy Of Xinsai Incorporated Company

There is a fierce competition of edible oil industry in the domestic market. On the one hand powerful marketing strategies of the international edible oil giants and domestic brands, on the other serious excess capacity in the industry. In the background of construction of "Silk Road Economic Belt", Xinjiang’s economy will have a new change. With the improvement of living standards, the people will put forward higher requirements on all walks of life. For edible oil the demand has became more and more healthy, safe, nutritious, green. Consumers pay more attention to the nutritional value on the premise of safety.In the context of continuously strengthening the quality awareness and striving to build local brands, a number of local edible oil brands have emerged in Xinjiang market. Xinsai incorporated company is one of them as a senior edible oil enterprise. In the face of competition of both major brands and local brands, Xinsai incorporated company’s revenue of edible oil products decreased year by year. This paper analyses the internal environment, external environment, competitors of edible oil products, uses SWOT analysis method to obtain strengths, opportunities and threats of the edible oil product in Xinjiang market; Uses the STP theory of marketing strategy to analyse market segmentation and position of target market according to the marketing environment analysis; considering the actual situation of the market, this paper uses the 4P theory to obtain feasible marketing strategy of edible oil products in Xinjiang market for Xinsai incorporated company.In the face of strong competition from major brands and local brands, taking into account the objective change of market, Xinsai incorporated company should adopt a positive marketing strategy to adapt to new economic form. Base on the opportunity of building the Silk Road economic belt, the company should make full use of equipment, technology, talent, geographical location, transport, port, the surrounding trade countries, to stabilize existing market share and enhance performance of Xinjiang market; Consumer’s demands are the guidance of products. The company should base on the requirements of health, safety, nutrition, green to produce, then develop the growth in the market; formulate a appropriate combination of products prices for more competitive power and profitability; plan new promotional platform and develop new distribution channels; in order to accomplish the edible oil product marketing strategy of Xinsai incorporated company.