| Edible oil is an indispensable food in people’s production and life,and it plays a vital role in the stability of people’s livelihood and social development.In recent years,the world grain and oil tariffs have fluctuated,the market reform of grain and oil has been strengthened,and the diversification of grain and oil consumers’demand is also constantly reflected,all these situations make cooking oil enterprises facing a new challenge and situation.In this situation,edible oil enterprises urgently need to conduct marketing.As a well-known edible oil brand in China,Group A G brand edible oil still has some shortcomings in the current market positioning and marketing strategy,which causes serious constraints on its sustainable development.Based on the theory of marketing combination,the marketing strategy of literature analysis,case study and summary as the research methods.First from the whole to research implementation,the background,points out the meaning,set content,account method,and then from the theoretical level,then A group G brand cooking oil marketing strategy and marketing environment is summarized,and combined with the conclusion of A group G brand edible oil marketing strategy problems and reasons are analyzed,finally combined with specific problems and reasons,targeted A group G brand edible oil marketing strategy optimization.This paper finds that the current marketing strategy of G brand edible oil of Group A has unclear market selection and positioning,unscientific market segmentation,serious product homogenization,unscientific pricing mechanism,product interest rate is too low,unreasonable channel construction and promotion results are not obvious.The main reasons for the problem are that the reasons for the strategic positioning planning of the enterprise,inadequate grasp of its own characteristics,lack of consumer center thinking in pricing,channel construction and lack of modern marketing thinking and promotion mechanism construction.In view of the problems and causes of the marketing strategy of A Group G brand edible oil,this paper proposes the market selection and positioning of A Group G brand edible oil:the market selection and positioning based on the strategic perspective and the improvement of the e-commerce market.It puts forward the optimization of marketing strategy from five perspectives of improving product characteristics,improving pricing mechanism,building marketing channels,constructing scientific promotion mechanism and building customer-centered internal control mechanism and marketing thinking. |
