金龙鱼小包装食用油营销策略创新研究

华中科技大学硕士学位论文金龙鱼小包装食用油营销策略创新研究姓名：庞博申请学位级别：硕士专业：工商管理指导教师：田志龙20060414ISWOTIIAbstractInthisthesis,itwillstudythesmallpackededibleoilwiththebrand“JinLongYu”,analyzeitssuccessfulmarketingstrategies,andcomeupwithsomenewmarketingstrategiesaccordingtocharacteristicaswellasdevelopmenttrendofedibleoilindustry.The“JinLongYu”packededibleoilisnotonlyafamousbrandofKerryOilsAndGrainsCorporationLimited,butalsotheoutcomeofatriumphantmarketingscheme.Fromthethesisitwillfindoutsomeexperienceandwisdomfromthesuccessfulhistoricalcase,summarizemarketrule,graspthestickingpointofmarketingscheme,getobjectivedevelopmentruleandnecessarytrendofindustry,andputforwardcountermeasuresforcertainenterpriseinordertoinstructpracticalwork.Basedonsomemarketingtheory,afteranalyzingthepastandthepresentoftheedibleoilindustry,itwillforecastthefuture.Inthisthesis,itwillworkovereverysuccessfulmarketingschemeoneafteranother,includingsmallpackaging,trademark,multi-brand,productandadvertisementstrategy.Inthisthesis,acasestudyispresented.ItmainlystatesKerryOilsAndGrainsCorporationLimitedandthesmallpackededibleoilwiththebrand“JinLongYu”usingtheSWOTmethodangMr.Xi’sPrinciple.Bymeansofanalysis,itwillcontrivesomeinnovativestrategiesaccordingtoscientificdevelopmentphilosophy.Inthisthesis,basiccompetitivestrategy,placeselection,package,servicesmarketing,marketdevelopmentandproductdevelopmentwillbementioned.Bytheanalysis,wecanfindoutitsinitiatespiritandsuccessfulstrategy,whichassureitwoninthemarketingcompetition.Asaphenomenon,thesmallpackededibleoilwiththebrand“JinLongYu”depictamovingtrackofasuccessfulmarketingstrategy,reflectthechangeofaneraandtheendofplannedeconomyaswellasshortageeconomy.Keyphrase:thesmallpackededibleoil“JinLongYu”brandcompetitionsituationmarketingstrategy111.11.21.2.12,[1]1994[2]1.2.2341.31.3.1SWOT1.3.25STOW622.1311142[3]7562.22002A.B.C.D.ABACD8E.F.EEFE72.3932.4102.581133.1—93.1.110(9.0/2)ADEK12103.1.220041014111283131199820041319981999200020012002200320041515.21424.51540.91540.61650.01690.017201188.61263.91443.71442.01495.01505.01431830.11013.21138.01133.01053.01240.01304765.2650.9750.9904.4836.4850.01074146.5176.5195.0148.0200.0198.5197.065.574.381.080.090.091.089.572.379.382.382.58377.983.552.340.434.425.332.037.038.04635.74723.05266.25355.85439.45694.559373260308141315321996200116199619971998199920002001296.9327.4332.5422.5419.0430.032.4285.1295.3308.0284.1340.5340.027.2159.2164.5191.8202.0202.0228.016.6125.0130.0127.5120.0150.0180.011.890.794.596.385.086.290.08.119.017.315.320.820.523.01.726.522.319.328.827.530.02.21002.41051.31090.71163.21245.71321.010017701819()()ADEK193.21990141030001993PVCPET20()5L5LPVCPET2116L8L5L3.5L2.5L2L1.8L0.9L5L2.5L1.8L5L60%151992163.319903319982003199870.6200314215%12.3%106015331998200319987063008522199982672017%955812.1%200094910014.8104959.82001108221014.01185212.92002123787014.41341513.22003142430015.11523313.5Euromonitor200219904005002000175415%9%78%[22]3.43.4.119781978198715251978521.819221.314.12[23]199219932001WTO199821.29%200417%14.5%[24]2003281.8200535820062513%20069%3%5%WTO584618200143.4.21198619882620041010.30.22721920023()3200050048.3%1095%123.53.5.1199620199319952503001996199735019982000400320014502002200355020025005312003958200410001197343419982004161998199920002001200220032004327.7394.5496.8514.4570.2958.3119782.980.430.87.087.0188.425228.56.97.57.07.815.23592.9119.4139.1151.7222.1332.5370319.3431.91041.91393.91131.52074.12023138.6259.5296.9172.461.816.74744.130.935.439.938.935.538283.2363.6461.4474.5531.3922.8115913598%922128200412.515.33512131130283.5.22060019961000200213802003147020041700293331030060090012001500180021001996199719981999200020012002200320043116()22200319853514200412.515.335123514198519901995199920002001200220035.766.407.117.788.168.088.529.202.603.544.254.625.455.515.775.31WTO?3.678%2311952199450020013.855170080002198619933.73.7.119903022019952419982001397%20027WHOFAO30%10%11180.27110.2711111111312002AEA32253.7.290%10%132303EPADHAEPADHA333DHADHADHA()F342632353530%10%31:1:130363635761211115235481948330121671113295712723548513910015759143479148492168283127[36]AVA284SWOT4.14.1.11990()37434748492943:23%”[39]2004101SWOT385.1.21344395.25.2.1/90%[45]ACNilsen20013.7%29%5.2.2405.35L1.8L2.5L5.4415.5[8]5.5.15.5.211125425.5.318BHTBHATBHQVE252510[46]43ERP5.65.6.190445.6.2WTO5.7[47]20901986302%[48]4575%[35]2035[49]464748[1]..2003.10.30[2]..2003[3]..2004(2)[4]SR...2004(3)[5]IJA...2003(1)[6]JarvisSteve.ThePriceisRight.MarketingNews,2002,36(6):910[7]..2004(8)[8]..2004[9]..2000(20)[10].300.1995[11].2005(1)[12]..2005(8)[13].2005.2005(7)[14]..2005(7)[15].2005(5)[16]..2005(3)[17]Badarhammad,AliAsghar.ConstraintsinSunflowerProduction.EconomicReview,2002,33(1):666