Research On Marketing Strategy Optimization Of Small Package Cooking Oil Products Of W Company

Cooking oil is a necessary consumer product for people’s life.The deepening of China’s opening-up has provided more development opportunities for the cooking oil industry.The broad development prospect have attracted more and more domestic and foreign enterprises to enter the cooking oil industry,and this phenomenon has intensified the competition in the industry.W company is one of the better developed enterprises in the small package cooking oil market in Shaanxi Province,but in recent years of development,Externally,The company is facing a strong competition from major national brand cooking oil manufacturers in Shaanxi Province,Internally,they are facing the difficulties and deficiencies of their own management,internal and external factors have led the company to slow development in recent years,At present,the company urgently needs to analyze the current situation and problems,and actively formulate adjustment countermeasures,so as to improve the core competitiveness and market share.The study takes W Company as the research object,firstly,introduced the current marketing status of the company,through the interview method,literature data method and mathematical statistics combined with the questionnaire data,analyzed the current marketing status problems and the causes of the problems;Next,the PEST tools were used to analyze the macro environment of the enterprise,the Porter five-force model was used to analyze the various internal and external competitive forces of the enterprise,and the internal advantages and disadvantages and external threats and opportunities were analyzed with SWOT tools.these all provided a basis for the formulation of marketing strategy;Finally,Using the STP strategy,we subdivided the target market,selected the target market and made the market positioning.Using the marketing 4Ps marketing theory,we put forward the overall marketing optimization plan of the product from four aspects of product,price,channel,promotion.In terms of specific strategy,the proposal of optimizing the product portfolio structure,paying attention to the product packaging and the design of promotional items,and paying great importance to new product development are proposed in the product strategy.In terms of price strategy,the pricing scheme for high to low grade products should be proposed and the strategy to improve the market price management system should be formulated.In the terms of channel,we should actively expand the channel strategy combining online and offline,and strengthen the selection management and control assessment of channel dealers.In terms of promotion,we put forward to improve the investment mode of dealer promotion funds,to strengthen the investment of new media communication and pay great importance to the construction of sales terminals.In order to improve the implementation of the marketing strategy.this study also puts forward more detailed safeguard measures for the enterprise,human resources,information platform construction,financial guarantee and enterprise culture,to ensure the effective implementation of the strategy.