MBA学位论文
作者：邹珍妮
W公司小包装食用油产品营销策略优化研究
W公司小包装食用油产品营销策略优化研究
中文摘要
食用油是人们生活的必备消费品，我国对外开放程度的加深为食用油行业提
供了更多的发展机遇，广阔的市场前景促使国内外越来越多的企业进军食用油行
业，使得行业内竞争加剧。W公司是陕西省小包装食用油市场上发展较好的企
业之一，但是在近些年的发展中，公司对外面临着来自全国性大品牌食用油厂商
在陕西省的强势竞争，对内面临着自身管理的困境与不足，内外部因素导致公司
近年来发展缓慢,公司目前急需分析现状与问题，积极制定调整对策，从而提高
核心竞争力，扩大市场份额。
本文以 W公司为研究对象，首先介绍了公司目前的营销现状，通过访谈法、
文献资料法以及结合调查问卷数据的数理统计，分析了企业目前营销现状存在的
问题以及问题成因；再次分别利用 PEST工具对企业的宏观环境进行了分析、利
用波特五力模型分析了企业内外部各种竞争力量、利用 SWOT工具分析了企业
的内部优劣势与外部的威胁和机遇，为营销策略的制定提供依据；最后运用 STP
战略，对企业进行了目标市场细分、选择目标市场并进行了市场定位，运用 4Ps
营销理论从产品、价格、渠道、促销四个方面提出了产品整体的市场营销优化方
案。
具体策略方面，在产品策略上提出了优化产品组合结构，注重产品包装和宣
传品设计，重视新产品开发的方案；在价格策略上提出了高中低档产品分别应该
采用的定价方案以及注重完善市场价格管理制度的策略；在渠道方面提出要积极
拓展线上线下相结合的渠道策略，同时强化对渠道经销商的甄选管理与控制考核
工作；在促销方面提出改进对经销商促销经费的投入方式，加强新媒体传播的投
入力度以及重视销售终端建设的策略。为了提高营销策略执行的落地性，本文还
就企业的人力资源、信息化平台建设、企业文化以及财务保障四个方面提出了较
为详细的保障措施，保障策略地有效实施。
关键词：食用油营销，W公司，STP营销战略，4Ps营销策略
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MBA学位论文
作者：邹珍妮
W公司小包装食用油产品营销策略优化研究
RESEARCH ON MARKETING STRATEGY
OPTIMIZATION OF SMALL PACKAGE COOKING OIL
PRODUCTS OF W COMPANY
Abstract
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 thecooking 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 oilmarket in ShaanxiProvince,but in recentyears ofdevelopment,
Externally,The company is facing a strong competition from major national brand
cooking oil manufacturers in Shaanxi Province, Internally, they arefacing 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
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MBA学位论文
作者：邹珍妮
W公司小包装食用油产品营销策略优化研究
subdivided the target market, selected the target market and madethe 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 shouldbe proposedand thestrategy toimprove themarket price
management system should be formulated. In the terms of channel, we should actively
expand the channel strategy combiningonline and offline, and strengthen the
selection managementand controlassessment of channeldealers.In termsof
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
theenterprise, humanresources,informationplatform construction,financial
guarantee and enterprise culture, to ensure the effective implementation of the
strategy.
Keywords: cooking oil marketing, W Company, STP marketing strategy, 4Ps
marketing strategy.
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