随着人们生活水平的提高，大家对食品的追求早已从解决温饱向多元化、营 养化、安全化的模式转变。而食用油作为人们日常生活中必不可少的烹饪原料， 在生活中扮演着不可或缺的角色。中国的粮油市场有着非常广阔的前景。近年来， 随着我国食用油市场的飞速发展，当前该市场的消费规模达到3500万吨左右，国 内具有规模的油脂加工企业达数千家。本文以J公司餐饮包装油为对象展开研究。 J公司作为中粮集团旗下实体工厂，具有相对全面的营销策略体系，但中粮系油品 依然是嘉里系油品的跟随者，在营销环节中存在许多的不足。 本文结合J公司的销售数据、现阶段营销策略存在的问题对前人的研究文献 进行了总结，运用SWOT理论分析法分析了J公司的优势（产品的高品质优势、拥 有自建码头和巨大的榨油能力、公司产品线完整），劣势（品牌影响力不够强、 广告宣传力度不大、产品毛利低），机遇（消费者购买力逐年增强、品牌在抢占 市场份额上仍然具有很大机会），挑战（原料上涨带动产品成本提升、买方议价 能力强、产品差异化低）。 在综合分析的基础上，运用STP理论分析法制定出J公司的营销优化策略。 产品策略：坚持品牌战略为主、多品牌多品种协同发展；对产品进行差异化营销， 在京津冀经济发达地区推广小众油品，在东北地区大力推广转基因豆油，渗透非 转基因产品。价格策略：坚持成本领先战略，从采购、生产、销售各环节降低可 控成本；坚持差异化定价策略，对转基因产品加大补贴力度。渠道策略：大力度 挖掘终端客户，增强品牌知名度；提高分销商的主观能动性，降低分销商对于厂 商的依赖；聚焦电商客户，继续扩大电商客户范围，培养超级经销商。促销策略： 有针对性的开展终端促销，拉近品牌与消费者之间的联系；制定根据地项目；坚 持公益营销，树立良好的企业形象。 关键词： 餐饮油，营销策略，SWOT分析 II Abstract 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, III 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. Key words: food oil, marketing strategy, SWOT analysis IV 目 录 第一章 绪论 ........................................................ 1 1.1研究背景与意义 ............................................... 1 1.1.1研究背景 ................................................ 1 1.1.2研究意义 ................................................ 2 1.2研究内容与方法 ............................................... 3 1.2.1研究内容 ................................................ 3 1.2.2研究方法 ................................................ 4 1.3主要技术路径及可能的创新点 ................................... 4 1.3.1本文可能的创新点 ........................................ 4 1.3.2主要技术路径 ............................................ 5 第二章 相关理论阐述 ................................................ 6 2.1营销理论概念及回顾 ........................................... 6 2.1.1食用油营销理论回顾 ...................................... 6 2.1.2 STP理论 ................................................ 7 2.1.3 SWOT理论 ............................................... 8 2.1.4营销组合4P理论 ......................................... 8 2.2食用油行业相关名词解释 ....................................... 9 2.2.1油脂加工工艺简介 ........................................ 9 2.2.2包装油与散油 ........................................... 10 2.2.3豆油的级别划分 ......................................... 11 第三章 中粮集团天津J公司市场营销环境分析 ......................... 13 3.1国内市场环境分析 ............................................ 13 3.1.1国内食用油情况综述 ..................................... 13 3.1.2中美贸易战对主要原料的影响 ............................. 15 3.1.3包装油产业概况 ......................................... 16 3.1.4餐饮专用油现状 ......................................... 18 3.2公司运营情况概述 ............................................ 18 3.2.1集团运营情况分析 ....................................... 18 3.2.2 J公司运营情况分析 ..................................... 19 V 3.3 J公司SWOT分析 .............................................. 21 3.3.1优势 ................................................... 21 3.3.2劣势 ................................................... 22 3.3.3机遇 ................................................... 24 3.3.4挑战 ................................................... 24 第四章 J公司餐饮包装油营销现状分析 ................................ 26 4.1近年产销数据分析 ............................................ 26 4.2营销渠道情况说明 ............................................ 29 4.3营销存在的问题 .............................................. 31 4.3.1供应链存在缺失 ......................................... 31 4.3.2产品价格缺乏竞争优势 ................................... 31 4.3.3产品营销推广缺少针对性 ................................. 32 第五章 基于消费者行为分析的营销优化方案 ........................... 33 5.1基于市场调研的STP理论分析 .................................. 33 5.1.1市场细分 ............................................... 33 5.1.2目标市场的选择 ......................................... 35 5.1.3市场定位 ............................................... 35 5.2产品策略 .................................................... 36 5.2.1坚持品牌战略为主 ....................................... 36 5.2.2多品牌、多品种协同发展 ................................. 37 5.2.3产品差异化营销 ......................................... 38 5.3价格策略 .................................................... 38