Marketing Strategy Research Of Henan Lianhua Gourmet Powder Limited By Share Ltd Sesame Oil Product

With the improvement of living standards,changes in consumption concept and problems on increasingly serious food safety,people tend to advocate natural and healthy consumption concept and would like to choose high-end edible oil.As a high-end edible oil,sesame oil has rich flavor and it can also relax bowel,protect the blood vessels,reduce blood pressure and slow the aging process.As a result,sesame oil is more and more popular.Henan Lianhua Lotus Gourmet Powder Co.,Ltd.follows the market demand and sales the sesame oil products since the year of 2009.With the certain scale of the sesame oil production and sales,the company has a bigger and stronger basis of the sesame oil.Firstly,based on the analysis of the internal and external environment of sesame oil products and the judgment of the industry status and trend,this paper analyzes the company's advantages and disadvantages,opportunities and threats in its sesame oil product marketing by using SWOT analysis.Secondly,according to the development of the company and the current marketing situation of sesame oil products,the company puts forward some suggestions in product,price,channel and promotion.In product,the company tends to strengthen product quality,establish product traceability management system,eliminate customer's doubts and enhance people's need of healthy,natural and green product.At the same time,company will enhance product visibility by using it's brand and attract consumers by adopting innovative packaging.In price,the company uses differential pricing according to customer segmentation,and it also adopts a unified national pricing.In the channel,the company provides goods to stores and supermarkets and makes direct sales in high-end catering.At the same time,the company also attaches importance to the development of network channels.In the promotion,the company directly provides consumers with more concessions.Finally,the paper puts forward the relevant safeguard suggestion from four aspects: organization,fund,manpower and technology.It is expected that the company will seize the opportunities and examine its shortcomings under the imperfect market mechanism of sesame oil products.With the help of the new marketing strategy,the company will create its brand,gain its competitive edge,enhance its market position,and improve its profitability.