| Since China’s reform and opening up, with China’s market economy gradually improved, more and more market areas are opened. For the involvement of the private capital and foreign capital, the development of the whole industry in the market of grain and oil of China is vibrant, becoming a sunrise industry in China. As a foreign oil production enterprises, Yihai Kerry Group has been engaged in edible oil production and operation for a long time, its brand of small packing of oil gold dragon fish being the first brand of small packaging edible oil, many edible oil products of its own developing much successful in the market segments of edible oil category, share of sales leading in the category market. Faced with the continuously expanding edible oil market of small packaging, enterprise who wants to foothold the leading position for a long term, and wants to continue to keep the influence of brand, not only needs to operate the products in the current market successfully, but also needs to explore and cultivate the unknown and to be developed market, developing new products to satisfy more and more personalized consumer needs, leading the consumption trend. From the perspective of marketing strategy, the focus of this thesis to study is how to market a new product successfully.In this paper, the industry status of edible oil industry is firstly analyzed, then on the basis of absorbing all kinds of marketing theory, the SWOT analysis tool is used to understand marketing environment of new product of gold dragon fish, then the theory of the new product diffusion is used to analyze the reasons. From the 4 p marketing strategy analysis, it is concluded that the new products in the marketing strategy of the current stage exist problems. Finally, the corresponding proposals to improvement are put forward, and a set of implementation plan of marketing strategy suitable for the development of new product is summed up.In this paper, the actual research and theoretical research are integrated, to understand marketing strategy of new products the golden fish. Overall marketing strategy is put forward, in the face of the problems met by new products at the present stage, a train of thought provided for the enterprise on operation of new product. The marketing strategy of new products of small packaging edible oil is studied in this paper, which is also provided for a certain reference value for enterprise with similar fast moving consumer goods to promote new products. |
