Research On The Artificial Cream Marketing Strategy Of The WM Oil Company

China is the largest developing country in the world,reform and opening up 30 years to food industry in China sustained rapid development has become a pillar industry of national economy.Since 1996,the food industry output continued to rank in various industrial departments in our country for the first time,is getting more and more important role in the development of the whole national economy."People food",our country is a developing country with a population of 1.3 billion,the modernization of food industry and food level is an important symbol to reflect the quality level of the people's life.As one of the WM company,one of the artificial butter producers,mainly engaged in R & D,production,sales and service.The company's core technology: with independent intellectual property rights,the provincial government was included in the "861" action plan.Was named city of agricultural industrialization leading enterprises,provincial science and Technology Department was rated as high-tech enterprises,the products were identified as halal food Islamic Association of Anhui Province;in addition,company "esterifying butter production technology" won the project of national technology innovation fund for free.Therefore,the product has broad market prospects.But at present,the company's sales have been in a slow development stage,the development speed is obviously behind the outstanding enterprises in the same industry..In this paper,the integrated use of strategic management,marketing management,industrial product marketing theories and methods,to explore and study the WM products marketing issues,sort out and analyze present situation and development trend of margarine products,carries on the elaboration to the correlation theory.The research discussed the marketing environment of WM company's products,including macro environment,micro environment and competitive situation.It can be concluded that the artificial cream industry has great development space and potential.The margarine industry unique marketing for analysis,and analysis user purchase behavior,including to the research and development of new products demand is big,high requirement on quality stability,the price more and more sensitive,the requirement to provide more and more perfect after-sales service,to provide high added value and the factors and so on five characteristics.And analysis summary of WOM marketing is more important,big data reference and industry experts recommend high authority,the impact of viral marketing on product sales high,on the technical requirements of the industry increasingly high the five aspects of the special requirements.Through questionnaires,interviews,data analysis methods and points out that the WM company's marketing strategy on the circulation problems and causes of inadequate attention to oil and not clear on the product market segment positioning 2 aspects.At the same time to find out the marketing information system,brand and market promotion,marketing channels and logistics management,customer service agents,service 5 aspects of marketing strategy of the existing problems and reasons.And through the product market evolution matrix for WM margarine products to do the analysis and judgment of marketing problems are improved.Finally,for the company proposed new marketing strategy innovation,market for mobile and social network marketing,marketing for WM company's product development provide methods and suggestions.