Study On The Marketing Strategy Of Zhongchuan Peony Seed Oil Market

Peony seed oil is a kind of high-end edible oil in recent years,because of its advantages in nutrition,and a variety of uses of peony seeds,more and more consumers have entered the line of sight.Although China's current consumption of edible oil mainly to soybean oil,peanut oil,rapeseed oil and other traditional edible oil,but some of the more high-quality,healthy edible oil is bound to accelerate the pace of residents on the table.At present,China's share of edible oil market is mainly occupied by the arowana,fortune and other big brands,ouliweilan,Bettis as the representative of the brand of olive oil is also a part of the market share.Although the edible oil market is dominated by big brands,but with the emergence of new varieties of edible oil,the entry of new brands,the increasingly fierce market competition,but also presents a huge market potential.Gansu Zhongchuan peony industry limited production of peony seed oil products,just entering the market,in the initial stage,facing the huge pressure of competition,how to efficiently use the resources of the enterprise,the product smooth promotion,enterprises has become the urgent problem to be solved in this paper from the research on the marketing strategy of peony seed oil products,to provide reference for enterprise management decision.The purpose of this paper is to use a series of marketing theory analysis,combined with other similar brands on the market marketing situation,understand the existing marketing resources and facing internal and external environment to help enterprises comprehensively,find the advantages and disadvantages of the enterprise.After the full theoretical analysis,through the development of more suitable for enterprise marketing strategy,so as to achieve the purpose of improving the marketing ability of the enterprise,the product launched the market smoothly.In this paper,the use of a comprehensive and systematic analysis of ideas and methods for other similar enterprises to enter the market to develop marketing strategies for reference and reference.This paper first analyzes the external use of PEST model to the enterprise macro environment,and then analyzes the enterprise's external environment by using the Potter five forces model,SWOT analysis and then challenge advantages for enterprises and opportunities are one by one,and finally the use of 4P combination of marketing strategies for enterprises to formulate its marketing strategy.Through systematic analysis and study,that should be the focus Zhongchuan peony seed oil products and resources on products,channels and promotion strategies.Product strategy is mainly reflected in the product line expansion,new product development,product quality improvement,with good quality to win the trust of consumers.Channel strategy is mainly from the traditional channels,in the large business and the flow of people to establish a dense showcase,and build a convenient network sales platform to further broaden the channels.In the promotion strategy,it is necessary to integrate existing resources,increase investment in product advertising,in a short period of time to improve the awareness of the product,and increase the wealth of promotional tools.Finally,it has formed a more perfect product marketing strategy,and has carried on the forecast to the product income,and has made the appraisal and the safeguard measure to the corresponding strategy.This paper argues that enterprises should strengthen the implementation of marketing mix strategy,the efficient use of enterprise resources,in order to achieve good development of enterprises.