Research On Hulunbeier Cangmangyao Canola Oil Marketing Strategy

As an essential ingredient of daily diet,edible oil is able to not only provide energy and increase the taste of food,but also provide essential unsaturated fatty acids,which are indispensable to the human body.With the improvement and change in people's consumption level and consumption concept in recent years,people pay more attention to the safety,brand,quality and nutrition of food,and have a new understanding of the concept of healthy food.At present,the scale of China's edible oil market is huge,and the sales volume is increasing steadily.As there are thousands of brands of edible oil products across the country,for today's consumer groups,the brand choice of edible oil is more obvious.Luhua,Golden Dragon Fish and Fu Linmen these three brands strongly lead the domestic edible oil market,accounting for more than 60% of the market share.Because these big domestic edible oil brands enter the market early and have strong marketing ability,they have occupied a dominant position in the consumer market.In addition,small packaging edible oil products have gradually developed in the past five years.At present,the brands of edible oil in this industry are mainly goldfish,Fu Linmen and so on.The huge consumption market of edible oil is very attractive to other potential competitors.In the highly competitive market environment,the local brand Cang Mang Yao created by Heshijia Company of Hulunbuir Land Reclamation Group,has some disadvantages in terms of the limited raw materials,unfavorable geographical location,difficult to establish brand planning,single product range etc.In order to enhance the brand influence of the Cang Mang Yao Canola oil,this paper has taken an in-depth understanding of the internal and external market environment where Cang Mang Yao Canola oil has been,and also identified the consumers' demand,by a proper investigation and research,and a series of analysis on the brand of the current edible oil market,the marketing situation of the industry,the competitive environment and the marketing situation of the local brand Cang Mang Yao.Through the comprehensive analysis of the production,market and marketing situation of the Cang Mang Yao Canola oil,using the SWOT analysis method,this paper analyzes the strengths,weaknesses,opportunities and challenges in the process of marketing,and summarizes the future marketing strategy of the Cang Mang Yao Canola oil.Using STP strategic analysis,segment the target market of the Cang Mang Yao Canola oil,and further select the target market,so as to locate the target market.In the product strategy,it puts forward the overall product strategy,brand strategy,product packaging strategy etc.In the price strategy,it proposes to make the price gap,unify the price standard,set leveled pricing and special offer.In the channel strategy,it gives some suggestions on the management system,the division of sales channels,promotion strategies,television advertising,network media,terminal advertising and public relations promotion etc.The safeguard measures will be taken from perspective of human resources and technical platform.This paper provides targeted and operational suggestions for the research on the marketing strategy of the local brand Cang Mang Canola oil,and also provides a strong practical significance to further enhance the market share and brand influence of the Cang Mang Canola oil.