摘 要

近年来我国经济发展迅速，消费者生活水平稳步提升，对生活品质的要求也日渐提高。小包装食用油作为消费者日常生活中的刚需产品，迎来了良好的发展契机。消费者的需求量与日俱增，生产厂家数量不断增加，市场整体规模不断扩大。食用油行业内竞争愈加激烈，企业如何制定恰当的营销策略，在这样机遇和危机并存的市场环境中生存并发展起来，是每一个参与其中的小包装食用油企业需要思考和解决的问题。

本文研究对象是小包装食用油品牌“菜子王”。该品牌是我国西南地区一款著名的浓香风味菜籽油，在西南及周边地区有着良好的消费基础,2018年被素有我国菜油第一股之称的“道道全”收购，品牌被重新定位为“中国香 菜子王”。“道道全”也是意图整合两个品牌资源，突破地域范围，在全国开疆拓土。而面对激烈的市场竞争，“菜子王”品牌的市场定位和营销策略也是亟待优化、调整。

本文研究内容共分为三部分：第一部分是绪论和相关理论概述，主要分析了本文的研究背景、研究目的和国内外研究现状。对研究过程中所使用研究方法：文献分析法和实地调查法进行了简单介绍。对研究过程中所用到的理论——目标市场营销战略理论、市场营销组合策略理论以及“SWOT”分析方法进行介绍。第二部分是以目标市场营销战略和市场营销组合策略等营销理论为依据，根据“菜子王”近两年市场营销现状，分析出“菜子王”在市场营销过程中存在的市场定位过高、产品品类单一、无独立品牌宣传等问题。第三部分是结合“菜子王”所处的宏观环境、微观环境和“SWOT”分析法，对“菜子王”在市场营销中存在的问题，提出诸如重新进行产品定位、丰富产品品类、“菜子王”品牌独立宣传等市场营销优化措施。并从组织设置、激励机制、人力资源三方面对优化措施的有效实施提供保障。本文也是希望通过研究，能为“菜子王”在市场营销过程中出现的问题提供有效的解决方案，提高“菜子王”品牌知名度和市场占有率，并为同行业企业的营销提供借鉴和参考。

In recent years, with the development of China's economy, the living standard of consumers has been steadily improved, and the requirements for the quality of life have become higher and higher.Small packaging edible oil as consumer just need daily necessities, ushered in a good opportunity for development.Consumer demand is growing day by day, the number of manufacturers is increasing, the overall scale of the market is also expanding.The competition in the edible oil industry is becoming increasingly fierce. How to develop appropriate marketing strategies for enterprises to survive and develop in such a market environment with both opportunities and crises is a problem that every small packaged edible oil enterprise involved。

The research object of this paper is the small package edible oil brand "Caizi wang".This brand is a famous rapeseed oil with strong flavor in southwest China, which has a good consumption base in southwest and surrounding areas.In 2018, it was acquired by "Daodaoquan", which is known as the first stock of rapeseed oil in China, "Daodaoquan" is also intended to integrate the resources of the two brands, break through the regional scope, to create a national famous brand.In the face of fierce market competition, the market positioning and marketing strategy of "Caizi wang"brand also need to be optimized and adjusted.

The research content is divided into three parts: The first part is the introduction and related theory overview, mainly analyzes the research background, research purpose and research status at home and abroad.This paper briefly introduces the research methods used in the research process: literature analysis method and field investigation method.This paper introduces the theories used in the research process -- target marketing theory, marketing mix theory and "SWOT" analysis method.The second part is the target market marketing strategy and marketing mix strategy such as marketing theory as the basis, according to the"Caizi wang" in the past two years marketing present situation, the analysis of the"Caizi wang"exist in the process of marketing high market positioning, single product category, no independent brand publicity, etc.The third part is the combination of "Caizi wang" macro environment, micro environment and" SWOT "analysis method, the"Caizi wang"in marketing problems, put forward such as to product positioning, rich product category, "Caizi wang"brand independent marketing optimization measures such as propaganda.And from the organization setting, incentive mechanism, human resources three aspects of the effective implementation of the optimization measures to provide guarantees.Hope to effectively solve the problems of"Caizi wang" in the marketing process, improve the brand awareness and market share of "Caizi wang", and provide reference for the marketing of enterprises in the same industry.