Research On The Innovation Of Marketing Model Of Small Package Edible Oil Yihai-Kerry Group

In our life,when we refer to small package edible oil,many people will think of Jinlongyu, but few people know Yihai-Kerry group. As a matter of fact, the well-known Jinlongyu only is Yihai-Kerry group's a grain&oil of brand, Yihai-Kerry Group as a foreign capital enterprise in China has many well-known brands, especially in grain&oil brand is the majority.This paper takes Yihai-Kerry Group small package edible oil as the research object.Based on the analysis to consumption marketing, the macro environment marketing and the model of present marketing, It can be concluded the shortage of marketing model, combined with the innovative idea, the goal, the method and the related data analysis. It puts forward three kinds of new marketing plans. In order to practice in the process of marketing, promoting the development of enterprise marketing performance.Yihai-Kerry group founded Jinlongyu brand,which refract the group have good development ideas and marketing model, it is worth for us to figure out and research. At the same time, with the development of the times and technology of science, the requirement of marketing model to be constant innovation, in order to adapt to the needs of small package edible oil marketing development.First, the paper has made a more detailed introduction to Yihai-Kerry Group and small package edible oil.Then it analyzes and illustrates the development and current status of Yihai-Kerry Group marketing model, the development of marketing model from the initial simple style to use a variety of combination marketing models to achieve big changes and innovations,it provides the guarantee for smoothly the marketing and development of the enterprise.Finally,through PEST analysis and horizontal comparison method, the advantages and disadvantages of the macro environment and the need to improve the marketing of small package edible oil can be obtained.Putting forward three kinds of innovative marketing ways,they are the competition strategy of product differentiation marketing, based on O2 O network marketing and the relationship marketing to build on customer value,those solutions are important, it looks forward to the new three kinds of marketing plans to further enhance the development ability of the group.