The Research On Marketing Strategy Of Small Package Edible Oil For L Company In Dongguan Area

With the accelerated process of urbanization and the improvement of people's living standards,the small packaged edible oil industries develop rapidly.Foreign investment,state-owned enterprises,private capital have been involved in which the market concentration is getting higher and higher,the competition is becoming increasingly fierce,And gradually formed a national brand and regional brand game competition pattern--National brands dominating in the first-tier and second-tier cities and strong penetrating of the third-tier and fourth-tier cities,the regional brand in the regional market segments to take advantage and in the three-tier and four-tier cities cut a striking figure.As one of the leading brand of peanut oil and one of the three brands of small packaged edible oil,in the development of regional market Guangdong Don guan marketing process,L brand has both the successful experience and development bottleneck.How to occupy a competitive advantage in the fierce Don guan market and achieve long-term rapid development,this is the urgent need to solve the Don guan branch of the subject.Based on the theory of modern marketing and enterprise strategic management,analysis the external environment and internal conditions of L Dongguan Branch,this paper first uses the SWOT analysis method to find out the advantage of L branch in Don guan,the existence of the disadvantages,and analyze the environment,to find out the market opportunities available,to find out the market threat which need to avoid,through the SWOT analysis to determine the L branch of Don guan SWOT matrix,to determine the L branch of Don guan to select offensive marketing strategy.And then use the STP theory guidance,to segment the Don guan branch market,to identify the target market,and ultimately determine the L brand market positioning,thus clear the next branch of the Don guan branch of the target market and market positioning,and to take marketing strategy and competitive strategy.On the basis of the above,this paper puts forward the service marketing mix strategy of L Don guan Branch from seven aspects: product,price,channel,promotion,personnel,tangible display and process,and from the organizational structure,human resources management,marketing information system,corporate culture,four aspects of the proposed safeguards for the L branch of Don guan marketing strategy put forward a specific operational guidelines.Based on the combination of qualitative and quantitative analysis,this paper analyzes the market environment of small packaged edible oil by combining theoretical research with market case study,based on the internal resources and capabilities of L Don guan branch,in order to make full use of its advantages and make up for its disadvantages,putting forward a feasible marketing strategy for L Don guan branch.The analysis process and conclusion of this paper not only has the guiding and practical significance to the L Don guan branch,but also has some reference value for the operation of small package edible oil industry in recent years.