Study On The Marketing Tactics Of AVC

Along with the end of five years protection time after China joins the World Trade Organization, the vegetable oils industry is experiencing the unprecedented impact. The market pattern in which the state-owned enterprise occupied the monopoly status has been broken already. The competition of the foreign capital and the privately operated enterprise forced the state-owned vegetable oil enterprises to carry on transformation and innovation. As the fastest developers in vegetable oils industry in Hefei area, Anhui Province Vegetable Oils Corporation should draw up marketing tactics which should be geared to both the market needs and the individual needs from actual conditions.This thesis makes an introduction of the company's from the aspects such as general situation, industry characteristic, production operating, product development, quality control, sale and service, and also analyses the industry's development status and prospect. The consumers' demands for vegetable oils product in Hefei area are analyzed by describing the market capacity, product brand, market share and product variety etc. in full detail. This paper also obtains the decisive factors of the vegetable oils product's demands of consumption in Hefei area through investigating and analyzing the consumer's consumption behavior and consumer psychology, the way of consumption and consumer preference.Based on the results of analysis, seeks the origin of the marketing question of the company. By marketing segment, product is conducted the market orientation in the key competitive power, regional market, product conception, mass media, brand and price, etc. And also some suggestions about marketing tactics in brand, products, price, promotion and place are put forward for the company by analyzing its marketing tactics.