Research On Optimization Of Marketing Strategy Of J Company's Catering Packaging Oil

With the improvement of people's living standard,people's pursuit of food has already changed from solving the problem of food and clothing to diversification,nutrition and safety.As an essential cooking material in People's Daily life,edible oil plays an important role in life.China's grain and oil market has a very broad prospect.In recent years,with the rapid development of edible oil market in China,the consumption scale of the current market is about 35 million tons,and there are thousands of large-scale edible oil processing enterprises in China.Although in this development process,there are also a number of small brand enterprises were eliminated,but this has not affected the fierce competition in this industry.This paper studies the food packaging oil of J company.As an entity factory of cofco,company J has a relatively comprehensive marketing strategy system.However,cofco oil products are still the followers of kerry oil products,and there are many shortcomings in the marketing process.Therefore,this paper is a strategic optimization paper.This paper J company's sales data,the problems existing in the current marketing strategy of predecessors' research literature are summarized,analyzes on the advantages of the J company SWOT theory analysis(products of high quality advantage,has a self-built terminal and enormous oil capacity,the company product line complete,disadvantage(not strong brand influence,advertising propaganda is not big,low product margin),opportunities(consumer purchasing power increase year by year,brand on the gained market share is still very much)and challenges(raw materials up to drive product cost increase,buyers bargaining power is strong,low product differentiation).On the basis of comprehensive analysis,the marketing optimization strategy of company J is determined by using STP theory and analysis method:Product strategy: adhere to the brand strategy,multi-brand and multi-variety collaborative development;Differentiated marketing of products,promoting niche oil products in the economically developed regions of Beijing,Tianjin and Hebei,vigorously promoting genetically modified soybean oil in the northeast,and penetrating non-genetically modified products.Price strategy: adhere to the cost leadership strategy,from the purchase,production,sales to reduce controllable costs;We will adhere to the differentiated pricing strategy and increase subsidies for gm products.Channel strategy: make great efforts to explore terminal customers and enhance brand awareness;Improve the subjective initiative of distributors and reduce the dependence of distributors on manufacturers;Focus on e-commerce customers,continue to expand the scope of e-commerce customers,cultivate super dealers.Promotion strategy: carry out targeted terminal promotion to shorten the connection between the brand and consumers;Formulating base area projects;Adhere to the cause marketing,establish a good corporate image.