A Study On The Innovation Of Marketing Strategy Of "Jin Long Yu" Small Packed Edible Oil

In this thesis, it will study the small packed edible oil with the brand"Jin Long Yu",analyze its successful marketing strategies,and come up with some new marketing strategies according to characteristic as well as development trend of edible oil industry.The"Jin Long Yu"packed edible oil is not only a famous brand of Kerry Oils And Grains Corporation Limited ,but also the outcome of a triumphant marketing scheme. From the thesis it will find out some experience and wisdom from the successful historical case,summarize market rule,grasp the sticking point of marketing scheme,get objective development rule and necessary trend of industry,and put forward countermeasures for certain enterprise in order to instruct practical work.Based on some marketing theory,after analyzing the past and the present of the edible oil industry,it will forecast the future. In this thesis, it will work over every successful marketing scheme one after another, including small packaging ,trademark,multi-brand,product and advertisement strategy.In this thesis,a case study is presented. It mainly states Kerry Oils And Grains Corporation Limited and the small packed edible oil with the brand"Jin Long Yu"using the SWOT method ang Mr. Xi's Principle.By means of analysis, it will contrive some innovative strategies according to scientific development philosophy.In this thesis, basic competitive strategy, place selection, package, services marketing, market development and product development will be mentioned. By the analysis, we can find out its initiate spirit and successful strategy, which assure it won in the marketing competition.As a phenomenon, the small packed edible oil with the brand"Jin Long Yu"depict a moving track of a successful marketing strategy, reflect the change of an era and the end of planned economy as well as shortage economy.