Pricing Analysis Of Baking Oils In Y Group Based On Differential Pricing Method

Bakery food industry occupies a certain important position in the food industry.Its products are directly oriented to the market and reflect people’s food culture and standard of living.As the people’s lives will be brought into a well-off society,the quality of life will be further improved,especially after the WTO accession,the domestic market will be further opened.All these have brought challenges and opportunities to the development of bakery industry in China.Since reform and opening up in China,the baked food industry has been rapid development,product category,type,quantity,quality,packaging,and production technology and equipment,has improved significantly.In particular,in recent years,foreign enterprises have seen a surge in investment in China,and they are optimistic about the Chinese market.Such as biscuits,chocolate,instant noodles,bread,ice cream and other industries,there is a growing momentum.With the rapid development of economy,the speeding up of urbanization and the comprehensive well-off society and the deepening of the new rural construction,people will constantly accelerate the pace of life,will significantly improve the living standards,changes in lifestyle and the consumption structure.The baking food market competition will also become increasingly fierce.The price is no longer the only measure for the purchase of products.The brand and high-quality high-grade products will become the trend,and the market differentiation will gradually take shape.Domestic enterprises must be in the production process,equipment,technology,management,etc was improved and the innovation,can supply the high quality,high grade,traditional and modern bakery products,to survive and develop in a competitive environment.Enterprises seize the opportunities brought by market differentiation,accurately locate and make differentiated pricing to maintain vitality in the highly competitive market.According to the market analysis of the growth rate of Y group in recent years,it is found that the current pricing system of Y group is too single and cannot be adjusted according to market changes,so as to limit the growth of the group’s business of baking oil.Based on the theory of market segmentation and differential pricing,in combination with the practical situation of the current domestic baking oil products market development,on the basis of market environment of Y group,to establish a target market segmentation criteria and methods,subdividing Y group baking oil products market.In addition,the target market and product positioning of Y group baking oil products are summarized,and the results are helpful for the decision-making and research of domestic bakery oil marketing strategy.