Research On The Product Marketing Tactics Of Yiyang Lilijing Oil Company

From the open of oil market and operation, then China joined the World Trade Organization, the oils industry was experiencing the unprecedented change. Because of competitions the state-owned enterprises and the foreign capital operated enterprises in the market gradually formed an oligopoly, the limitation of the development of traditional oil, the consumers were more and more critical under the fashion of healthy oil, the high standards of quality through relevant national policies, the effectiveness of brand, and so on, the competition made every enterprise pay close attention on changes in the markets, and adjusted marketing tactics to achieve development. This paper applied the marketing theory, describes the actual conditions of Lilijing Oil Company, which was a famous enterprise about food and oil in Hunan, and focused on the research of the marketing tactics of rice bran oil, agricultural from the deep processing project of the utilization of bran, based on extensive investigation and research data.At first, the paper introduced the background, significance, content, theoretical basis of research. On the basis of the description of the basic situation of Lilijing Oil Company, the paper analyzed its current marketing situations, including products tactics, price strategy, marketing channel, promotion tactics, etc, and pointed out its interior superiority of resources and inferiority of management, employees. Then the paper found out the exterior opportunity and threat in the process of marketing, by analyzing the competition condition of macro-environment, the competition among the main competitors in the industry, and the forecasting of market demand of rice bran oil.In view of the diversity of market demand, the limitations of the marketing capabilities of these corporate, and the similarity of market segments, this paper used market segmentation theory and market positioning method for market segmentation. According to the above analysis of internal and external environment, the paper take the enterprise and individual consumers in inside and outside province, developed region, as target markets, then defined the product positioning and target market model. Finally, to meet the needs of target markets, the paper developed a marketing mix strategy, based on 4Ps theory,4Cs theory and the new 4Ps theory, including culture, organizations structure, and sales management. In order to achieve the strategic objectives of corporate marketing, this paper proposed safeguards to allow Lilijing Oil Company to obtain best value.