The Issue Of Small Packaged Edible Oil Marketing Channel Strategy

With WTO accession, and international market competition intensifies,the more in-depth as the people's life is more closely related to the oil industry is faced with unprecedented challenges. It is a daily necessity for oil, people's spending habits by the small packaging bulk oil refined oil direction. This little change has created a market capacity of over 20 billion, with an annual growth rate exceeding 30% of small packaged edible oil market. Along with the constant development of small packaged oil market, the competition has become increasingly fierce marketing channels. In the "terminal" of the era, the competitive marketing channels, especially in the terminal control competition, is particularly important. Certain extent, who have a smooth channel, will have a full market competition in the core network and terminals competitive edge. Research marketing channel strategy for the brand image in the second line is of far-reaching and realistic significance.By Porter's theory of competitive industries in a small package -- the edible oil development, developing situation, as well as the future development of market competition based on the depth of the small packing edible oil as the opportunities and threats, as well as their advantages and disadvantages, the analysis of the edible oil packaging, as a small marketing channel strategy for the general portfolio. This paper discussed the oil marketing channels packed the composition and characteristics of choosing members of the marketing channel strategy, channel marketing program design, marketing and channel management performance evaluation and so on. Management also use this channel in the customer relationship management (CRM) and other new theory. In this paper, the study will be the next three to five years, as small packaged edible oil exploration direction of the channel, which can greatly enhance the image of the market share, similar to the thesis research of the choice of channels FMCG enterprises provides a reference value.