绿灯牌食用油市场营销策略研究

华中科技大学硕士学位论文绿灯牌食用油市场营销策略研究姓名：游继红申请学位级别：硕士专业：工商管理指导教师：云虹20041001IIIItwasnotuntil1990s,smallpackededibleoilhasenteredChina.Withthedevelopmentofeconomyaswellasincreaseofpopulation,themarketsizeofthesmallpackededibleoilgrewrapidlyduringthepasttenyearsthatthesalevolumereached1.5millionMTin2003.RedLanternisabrandofShenzhenLamsoonedibleoilcompany,whichpositioninginmassmarketandhadgainedgreatprogresssince2001.However,becauseofaseriesofchangessuchasincreaseofcrudeoilprice,RedLanternbrandisfacingwithdifficulties.Therefore,thenewmarketingstrategymustbeputforward.Thisthesisstudieshowasmallbrandshouldadjustitsmarketingstrategy,improveitscompetitiveness,andenlargeitsmarketshareinthechangingenvironment.Thethesisreviewsthedevelopinghistoryandfeatureofsmallpackededibleoil,andproclaimsthedevelopingtrendofitthroughanalysisoftherelatedmarketingenvironmentandindustrypolicy.Secondly,itintroducesthedevelopinghistoryandmarketingpositionofRedLanternbrand.ItsearchesintothecompetitivestatusofthemarketofsmallpackededibleoilandstudiestheperformanceofRedLanternbrandbyproduct,price,placeandpromotionofmarketingmix.ItdeterminesthecompetitiveadvantageofLamsoonedibleoilcompanyandRedLanternband.Finally,onthebasisofthecompetitiveadvantage,italsosubmitsthedifferentiamarketingstrategyandtheprofitofthestrategyforRedLanternbandaswellasthewayhowtoenhancecompetitivenessandkeepithealthydeveloping.Lastly,thethesispointsoutbrandvalueshouldbeinvestedforalongtermandanybrandshouldraiseitsbrandvaluetogetmoredevelopmentratherthanpricebattlebyappreciatemarketingstrategy.Keywords:smallpackededibleoilmarketingmarketingmixdifferentiamarketingstrategy119932[1]PVCPET[2]5L5LPVCPET[3]16L8L5L3.5L2.5L2L1.8L0.9L5L60%505LE[4]3[5]1998-20031998200220024000943.110%30%9%3.5%420021210.1-0.51000[6]21952199450020013.8551700800053198619932001104”40%200110620022001WTO21.1%17%14.5%[7]13%20069%3%5%WTO712002103200381QS100-200220023851.5%20022-113570.5124.276.137%212002/200015401300700300300250010002000200104.3300020033.3200300200300200840041402537.69212000800800800018001000800200500080020003001501500045002350110080027400950290279040410014625006000100030016000103200420052006200720082009200/84398439843984398439843984398499869584998499849984068406840685048712881088108810861486148668866847804830481846204576476249705450548053805650605012345678910111211[9][10][11]12131450020CTR20023-120021555.3%70%60%3232163-3200217CMMS20022004718198519991999200111634~612002763641ADAD5L5L200220018%192015660421257200247%22%11%10%=/=/3-6414CTR20023660011212223[16]1/320029-103-1058%16%56%40%2419992002/5L27/(16000)13[17]2520023005L1.53-6/2%10%2002920031%20035L20012487/20031669//261)1998-200020%20012002600111[18]27[19]2)28[20]29[21]3-3[22]3-3142%76%240%54%365%41%////3020045[23]31.[24]34342002500321~5[25]0.150.050.14.42.451.853-1233.[26]3435lllllllllllllllllllll3637“3839[27][28][29]40[30]41[31][32][33]42[34][35]43[36][37][38]44454-14-21~7///////4642[39]47[40][41]4849[1][]Y.H.Hui.:.,.:,2001.5662[2]..:,2003.2025[3]Tomlinson,Richard.ProductNews.PackagingDigest,98,35(5):98103[4]Badarhammad,AliAsghar.ConstraintsinSunflowerProduction.EconomicReview,2002,33(1):6669[5]..,2003,(2):810[6].WTO.,2002.2425[7]DeGuzman,Doris.FoodOilBrandsRestructureasEdibleOilStayFlat.ChemicalMarketReporter,2001,260(9):1618[8]ChandlerClay,GuyonJanet.OilsMarketExperiencesBigChanges.FoodManufacture,2002,77(8):2428[9]WernerRay.LegalDevelopmentsinMarketing.JournalofMarketing,92,56(3):101105[10]LloydSimon.Spreadsbeatthefatfactor.BRW,2000,22(42):5960[11]OliviaChung.WealthFuelsHealthyGreenFoodAppetite.HongKongMail,2002,(8):910[12]..:,2000.211212[13][].,,..:,2002.422423[14],..,.:,2002.812[15]Severin,FinnAdam.TheStabilityofRetailShoppingChoicesOverTimeandAcrossCountries.JournalofRetailing,2001,77(2):185203[16]..[17],..:,2004.172050[18]..:,2003.1417[19]...:,2003.2628[20],..:,1999.402403[21]..,2001,(6):912[22]..:,2001.2528[23]..,2002,(10):6162[24]..:,2002.3237[25]CharlesW.LambJr,JosephF.Hair.Jr,CarlMcDaniel.Marketing.:,2003,(1):5456[26][]AndrewCampbell,KathleenSommersLuchs...,2003.2123[27],..,2003,8:8688[28][].I....:,2003.7582[29]JarvisSteve.ThePriceisRight.MarketingNews,2002,36(6):910[30],..,2003,140(8):93[31]..,2003,(1):67[32]Bromley,Trevor.CreatingaCultureofPeakPerformance.StrategicFinance,2004,86(3):3540[33]..:,2002.1015[34]..,2002,15(9):3436[35]..:,1998.1315[36]Chura,Hillary.DrinkingintheInternet.AdvertisingAge,2001,72(36):1620[37]Kaplan,Jeff.TheFailureofTradeShows,2002,21(9):3335[38]..[39]...2000,53(6):760764[40][]....:,2002.912[41].C.,.I....:,2002.949651[42],..:,2000.[43]...2003,(4):810[44]S.CharlesMaurice,ChristopherRThomas.ManagerialEconomics.:,2000.[45][]ArthurA.Thompson,A.J.Strickland..,.:,2004.52CVSC-TNSRESEARCHCTR,TaylorNelsonSofresCTR绿灯牌食用油市场营销策略研究作者：游继红学位授予单位：华中科技大学相似文献(6条)1.学位论文陈刚嘉里粮油(中国)有限公司小包装食用油市场营销战略研究2008二十世纪九十年代，小包装食用油进入中国市场。随着经济的发展及人口的增加，在短短十几年的时间里行业市场快速成长。目前全国小包装食用油市场上的大小品牌已有1000个之多，中国的小包装食用油消费量也以平均每年25％的速度增长，在一些经济较发达的大城市，小包装食用油已经取代散装油成为市场主角。本文研究对象——嘉里粮油(中国)有限公司，作为国内率先进入小包装食用油生产、销售的外资企