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摘要：益海嘉里作为一个资深的粮油企业，旗下开发了多个品牌，其中金龙鱼已经成为食用油中调和油的领先品牌。油脂市场日益激烈的竞争，使得食用油行业的生产和销售必须转变发展模式，认识到买方市场的到来，就更应当适应市场需求，适应消费者需求，在此基础上，掌握行业特点，适应市场的快速发展。本文对金龙鱼食用油的营销策略进行了探索性分析研究，希望能够为其他食用油企业的决策和发展方向提供更多启示。论文从品牌营销的理论入手，首先对营销策略进行概述，系统地对营销策略这一定义、种类做出介绍。第二部分是对金龙鱼食用油的营销环境从宏观、微观两个方面加以分析。第三部分是金龙鱼食用油的营销策略及优劣势进行详细分析。第四部分是总结金龙鱼食用油的营销策略给其他食用油企业带来的启示。通过从理论到实际的研究思路有助于更好的分析金龙鱼食用油在经营发展中营销策略，研究其营销策略的优缺点，并从中获得一定的启示。48887
毕业论文关键词：金龙鱼食用油；营销策略；启示
The Marketing Strategy Analysis of Arowana Edible Oil
Abstract: The benefits of Kerry as a senior grain and oil companies, developed a number of its brands, Arowana edible oil blend oil has become a leading brand. Oil market increasingly fierce competition, making edible oil industry, the production and marketing must change the development model, recognizing the arrival of a buyer's market, the more it should meet market demand, meet consumer demand, on this basis, to grasp the characteristics of the industry to adapt to the market the rapid development. In this paper, Arowana edible oil marketing strategy exploratory analysis, we are hoping to provide more inspiration for decision-making and direction of development of other oil companies. Papers from the start with the theory of brand marketing, marketing strategy first outlined a systematic marketing strategy that definition, the kind to make a presentation. The second part is the Arowana edible oil marketing environment be analyzed from both macro and micro aspects. The third part is the Arowana edible oil marketing strategy and a detailed analysis of the advantages and disadvantages. The fourth part is the revelation summary Arowana edible oil marketing strategy to bring the other oil companies. Through research ideas from theory to practice helps better analyze Arowana edible oil business development marketing strategy, study the advantages and disadvantages of its marketing strategy, and derive some inspiration.
Key words: Arowana Edible Oil;Marketing Strategy; Inspiration
目 录
摘 要 1
Abstract 1
一、营销策略概述 2
（一）营销策略的定义 2
（二）营销策略的种类 2
二、金龙鱼食用油的营销环境分析 3
（一）公司简介及企业品牌发展 3
（二）营销环境分析 4
三、金龙鱼食用油的营销策略分析 7
（一）营销策略 7
（二）金龙鱼食用油营销策略的优势 9
（三）金龙鱼食用油营销策略的劣势 10
四、金龙鱼食用油的营销策略对其他食用油企业的启示 11
（一）明确企业的品牌定位