Research On Brand Marketing Strategy Of XW Group Corn Oil Products

With the deepening of the globalization of trade and the steady development of China’s market economy, China’s corn oil market has a huge consumption capacity and predictable market potential for more edible oil companies to provide a favorable development opportunity. At the same time, the domestic corn oil industry market competition has become more and more performance for the competition of the brand. In the face of opportunities and challenges of the competitive market, how to adapt to the requirements of the development of the industry, through the establishment of a strong brand to maintain the competitive advantage, in order to gain greater market share and brand influence, is the real problem faced by many enterprises.In this paper, XW brand corn oil as an example, in the current domestic and international brand marketing theory on the basis of the use of literature analysis, comparative analysis, quantitative analysis and on-the-spot investigation method on the XW brand corn oil marketing strategy to explore. First of all, through the PEST analysis and Michael Porter’s Five Forces Model, point out the macro environment and industry environment,at the same time, Points out that the XW group diversification strategy influence on corn oil products, and summarize the financial situation of recent years. Secondly, combined with the internal and external environmental analysis, summary of the present condition of the company brand marketing, point out the brand marketing of XW exist some problem such as unclear orientation and Brand equity poor continuity. Then, put forward brand marketing strategy optimization principles and objectives of the XW corn oil, based on the status quo of the current brand marketing, Giving a brand marketing optimization In the brand design, positioning, publicity, extension, maintenance and management. The last, according to the 4ps marketing mix model put forward the corresponding product, price, channel and promotion optimization scheme, applying elements of brand strategy to as end products of edible oil brand marketing, and safeguard measures are given as the optimization plan, the status quo, marketing environment and development trend of domestic corn oil industry, and the entire corn oil market has made detailed market segmentation, to enhance the value of brand equity from the improvement of marketing strategy in hand, and the use of brand portfolio and brand extension to leveraging the brand equity of XW corn oil a firm foothold in the fierce market competition, realize the market across and provide reference.This paper aims to put forward new ideas and attempts to XW corn oil marketing strategy, and strive to break through the road of brand marketing research, and to provide reference for the domestic corn oil industry enterprise brand building, can get useful reference and enlightenment.