Marketing Strategy Study Of COFCO Fu Lin Men Small-package Edible Oil

With the increasingly intense competition of the economy and industry, the survival and development of the enterprise is becoming more and more difficult. The production line, the product quality, the production cost and the marketing strategy influence the enterprise, even one of the above factors can determine the future and fate of the enterprise. In our daily life, the small-package edible oil is the necessary raw material of the cooking, which plays a key role in Chinese family life. In recent years, the edible oil industry is development rapidly, with a consumption of nearly 3000 tons every year, which includes about 1000 tons of small-package edible oil. There are thousands of large manufacturers of the edible oil in China. However, the small-package edible oil market is a buyer's market. How to formulate the marketing strategy conforming to the market environment and product advantage, to promote the enterprise competitiveness, to lay solid foundation for the long term sound development, to maintain the favorable position in the intense competition market, and to adopt the right marketing strategy is the main study content of this paper.This paper applies the 4P marketing theory to analyze in details the Fu Lin Men small-package edible oil product strategy, pricing strategy, promotion strategy and channeling strategy, followed by the new marketing strategy and channeling. SWOT analysis method is adopted to dissect the internal and external environment of the Fu Lin Men small-package edible oil, concluding the advantage and disadvantage of the product, and the opportunity and threat from the market. Assisted by the relevant marketing strategy, the paper proposes the following five perspectives to ensure the effect of the marketing strategy of the Fu Lin Men small-package edible oil: reinforcing the fleeing goods management, normalizing the pricing management system, the rationalization of the market cost input, category responsibility system of the organization, and explicit of various marketing strategy.The paper adopts many methods and searching abundant marketing information and internal data, applying the contrast illustration, diagram, data statistics methods, analyzing the existing problems of Fu Lin Men small-package edible oil marketing practice, followed by the guarantee measures and the solutions.