本文選題：食用油　切入點(diǎn)：小包裝　出處：《中國(guó)海洋大學(xué)》2013年碩士論文

【摘要】：食用油是關(guān)系國(guó)計(jì)民生的重要商品，我國(guó)是食用植物油消費(fèi)大國(guó)，人均消費(fèi)一直穩(wěn)中有升。隨著國(guó)內(nèi)經(jīng)濟(jì)的迅速發(fā)展，人民生活水平不斷提高，對(duì)食用油的健康、安全、營(yíng)養(yǎng)等方面的要求越來(lái)越高，原來(lái)長(zhǎng)期占有市場(chǎng)的散裝食用油已不能滿足居民消費(fèi)的需要，食用油行業(yè)出現(xiàn)小包裝食用油，為中國(guó)食用油行業(yè)帶來(lái)新的機(jī)會(huì)與挑戰(zhàn)。2011年中國(guó)食用油消費(fèi)量2777萬(wàn)噸，人均19.4公斤，其中小包裝食用油銷(xiāo)量為616萬(wàn)噸，且占總消費(fèi)量的比例呈現(xiàn)出逐年上升的態(tài)勢(shì)。我國(guó)小包裝油正以每年20％-30％的速度增長(zhǎng)，成為中國(guó)的朝陽(yáng)行業(yè)。 X公司是一家擁有20多年花生油生產(chǎn)經(jīng)驗(yàn)的專業(yè)食用油生產(chǎn)企業(yè)。公司采用物理壓榨工藝，生產(chǎn)的小包裝花生油產(chǎn)品本地市場(chǎng)占有率達(dá)到80%以上。但目前國(guó)內(nèi)小包裝食用油市場(chǎng)競(jìng)爭(zhēng)激烈而無(wú)序，且X公司缺乏對(duì)全局性的戰(zhàn)略規(guī)劃及市場(chǎng)營(yíng)銷(xiāo)策略規(guī)劃，企業(yè)發(fā)展處于“摸著石頭過(guò)河”的狀態(tài)。針對(duì)企業(yè)自身的實(shí)際情況及外部競(jìng)爭(zhēng)環(huán)境，盡快為企業(yè)制定明晰的小包裝食用油發(fā)展戰(zhàn)略及市場(chǎng)營(yíng)銷(xiāo)策略，，提升企業(yè)的核心競(jìng)爭(zhēng)力，是本論文重點(diǎn)研究的目的和意義。 本論文首先運(yùn)用SWOT分析法發(fā)現(xiàn)X公司自身存在的優(yōu)勢(shì)及劣勢(shì)，市場(chǎng)的機(jī)會(huì)與威脅，通過(guò)架構(gòu)X公司SWOT矩陣，選定X公司應(yīng)選擇增長(zhǎng)型市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略。然后通過(guò)運(yùn)用STP理論，對(duì)X公司市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇及市場(chǎng)定位進(jìn)行戰(zhàn)略分析定位，針對(duì)X公司的產(chǎn)品及目標(biāo)消費(fèi)者需求特征，明確其目標(biāo)市場(chǎng)，并進(jìn)行市場(chǎng)定位，幫助X公司在小包裝食用油行業(yè)激烈的市場(chǎng)競(jìng)爭(zhēng)環(huán)境中尋求企業(yè)自身的發(fā)展方向。在此基礎(chǔ)上，運(yùn)用4Ps市場(chǎng)營(yíng)銷(xiāo)策略理論，從產(chǎn)品策略、價(jià)格策略、渠道策略及促銷(xiāo)策略入手，對(duì)X公司小包裝食用油市場(chǎng)進(jìn)行市場(chǎng)營(yíng)銷(xiāo)策略組合，并創(chuàng)新性的提出了雙品牌策略，為X公司下一步市場(chǎng)營(yíng)銷(xiāo)提出了具體可操作的行動(dòng)指南。 本論文通過(guò)運(yùn)用市場(chǎng)營(yíng)銷(xiāo)理論，將小包裝食用油市場(chǎng)競(jìng)爭(zhēng)環(huán)境與X公司市場(chǎng)營(yíng)銷(xiāo)實(shí)踐結(jié)合，為X公司提出了理論結(jié)合實(shí)際的具有可操作性的市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略與策略，提供了提高企業(yè)核心競(jìng)爭(zhēng)力理論依據(jù)與支撐。該論文的分析過(guò)程與結(jié)論不僅對(duì)案例企業(yè)具有指導(dǎo)及實(shí)踐意義，對(duì)行業(yè)內(nèi)其他相關(guān)企業(yè)也具有一定的參考和借鑒價(jià)值。
[Abstract]:Edible oil is an important commodity related to the national economy and the people's livelihood. China is a major consumer of edible vegetable oil, and its per capita consumption has been steadily rising. With the rapid development of the domestic economy, the living standards of the people are constantly improving. The requirements for nutrition and other aspects are getting higher and higher. The bulk edible oil, which has been occupying the market for a long time, can no longer meet the needs of residents' consumption, and the edible oil industry has emerged as a small package edible oil. This brings new opportunities and challenges to China's edible oil industry. In 2011, China consumed 27.77 million tons of edible oil, with 19.4 kilograms per capita, of which 6.16 million tons were sold in small packages. The small package oil in China is increasing by 20% to 30% a year, and it has become a sunrise industry in China. X Company is a professional edible oil manufacturer with more than 20 years experience in peanut oil production. The local market share of the small package peanut oil products is more than 80%. But at present, the domestic small packaging edible oil market is fierce and disordered, and X Company lacks the overall strategic planning and marketing strategy planning. The development of the enterprise is in the state of "crossing the river by touching the stone". In view of the actual situation of the enterprise itself and the external competitive environment, it is necessary to formulate a clear development strategy and marketing strategy for the small packaging edible oil for the enterprise as soon as possible, so as to enhance the core competitiveness of the enterprise. This paper focuses on the purpose and significance of the study. In this paper, we first use SWOT analysis method to find out the strengths and weaknesses of X Company itself, market opportunities and threats. By constructing X Company SWOT matrix, we select that X Company should choose the growth marketing strategy. Then, by using STP theory, we choose the growth marketing strategy. The market segmentation, target market selection and market positioning of X Company are analyzed, and the target market of X Company is defined according to the characteristics of its products and the demand of the target consumers, and the market positioning is carried out. In order to help X Company to seek the development direction of its own in the fierce market competition environment of small packaging edible oil industry. On this basis, using 4Ps marketing strategy theory, starting from product strategy, price strategy, channel strategy and promotion strategy, The marketing strategy combination of small package edible oil market of X Company is carried out, and the dual brand strategy is innovatively put forward, and the concrete operational action guide is put forward for the next step marketing of X Company. By using the marketing theory, this paper combines the competitive environment of small packaging edible oil market with X Company's marketing practice, and puts forward a feasible marketing strategy and strategy for X Company. The analysis process and conclusion of this paper not only has guiding and practical significance for case enterprises, but also has certain reference and reference value for other related enterprises in the industry.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.82

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