Research On Brand Positioning Of Domestic Small Package Edible Oil On The Base Of Customer Perceived Value

With increasing economic growth of China, national revenue continues to increase, and Chinese consumer goods market has been rapidly developed to let some of the consumer goods markets be mature and an intensive competition stage. China’s retail market is about ten percentage points in the annual rate of growth, becoming one of the world’s most dynamic markets. Foreign brands seize Chinese market by virtue of its powerful strength, making the domestic enterprises understand the brand value. In the development of market economy, domestic enterprises begin to pay more and more attention to its own brands, competing for the dominant brand. Since the reform and opening, the brand development of domestic enterprises is divided into four stages: introduction stage, reference stage, competition stage and the internationalization stage.The rapid growth of the market plays a great role in pulling consumption growth and in improving people’s living standards and promoting the rapid growth of many enterprises. However, there is such a situation:our brands are at a disadvantage in competing with the Multi-National Corporation, and the high-end markets are firmly controlled by foreign brands, and local brands can only be in the low-end market. In the foreseeable future, with the development of the Chinese market. Multi-National Corporation will gradually increase investment in Chinese market to attack local enterprises brand in order to achieve the maximization of profits. Anyway, the local enterprises should not be this downturn. China’s local enterprises are more familiar with the domestic market and our customers. However, the existence of various international giants deserves our reflection on why we lose.This article has conducted the research on the domestic small package edible oil brand positioning from customer theory of perceived value, the theory of brand positioning and model analysis. This article analysizes our present edible oil market competition environment. The main reason for the domestic small package edible oil enterprises losing the competition is not to refer to the customer perceived value of brand positioning. This article also makes analysis on the enterprise brand positioning and constructing the domestic small package edible oil enterprise brand positioning model.