Research On Marketing Strategy Of Edible Oil Series Products Of Jiusan Group

Edible oil,as People's Daily necessities,is an important food to provide human body heat and promote vitamin absorption.Driven by population growth,urbanization and other factors,the consumption demand of edible oil in China continues to maintain a rigid growth trend in the total amount,and the gradual opening of the grain and oil market makes the development of the edible oil industry show great vitality and become a sunrise industry with broad market prospects.The broad development prospect has attracted a large number of new enterprises to enter the industry.The industry scale is expanding rapidly,the market structure is changing significantly,and price competition is fierce.All enterprises attach great importance to advertising and marketing,and the industry mergers and reorganizations are frequent.Jiusan Oils & Grains Industries Group Co.,Ltd is the first large-scale state-owned enterprise mainly producing non-gmo edible oil,which has gained wide attention and recognition from local consumers in northeast China.The group then embarked on a voyage into the national edible oil market.However,in the development process,the domestic and foreign edible oil market environment is constantly changing,the development speed of the group is gradually slowing down,and the sales volume of edible oil series products in some regions has not increased but decreased.Enterprises need to find problems and adjust.This paper takes Jiusan Oils & Grains Industries Group Co.,Ltd as the research object,examines the current marketing situation of the edible oil industry,through on-the-spot investigation and interview,combined with the market survey data,uses 4P marketing theory and market positioning theory from four aspects: product and consumer demand mismatch,high product pricing,insufficient development of retail channels,conservative and single promotion mode,analyze the problems in the marketing strategy of edible oil series products of Jiusan Group.Then it puts forward improvement suggestions from the aspects of optimizing product structure in combination with market demand,reasonablepricing of market segments,accelerating the construction of self operated online marketing platform,and promoting brand image through diversified promotions.