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1、本科生毕业论文康乐氏橄榄油营销策略研究指导教师2010年5刀17日摘要随着我国经济的发展和城镇居民收入水平的提高，食用油产品市场逐步由围绕安全的质量竞争，向围绕营养健康的品牌竞争过渡。产品营销策略的制定也紧紧围绕品牌战略来进行组合。品牌战略的理论告诉我们，传统的产品仅能满足消费者的基本功能需求，现代的詁牌将带给消费者全方位的满足。营销策略理论告诉我们，任何产品从生产商到终端消费者手里，即会受到企业外部不可控制的宏观环境因素的制约，乂会受到企业可控环境因素（产品、价格、分销、促销等）的彩响。结合实例运用迈克尔•波特:的五
2、力分析，将现实竞争对手、潜在竞争者、替代品威胁、购买商的议价能力、供应商的议价能力进行客观分析评价。运用SWOT分析方法，分析判断企业外部环境屮的机会和威胁、以及内部的优势和劣势。为在品牌战略环境屮营销策略的成功运用找到科学合理的依据。通过研究，企业耍在品牌战略环境屮成功运用营销策略，首先必须强调品牌战对营销策略的统领作用；其次，必须突出营销策略组合的针对性，保证营销策略的冇效性。关键词：品牌战略；营销策略；竞争战略AbstractWithgreenfoodmarkethasenteredanewphaseofcomp
3、etition,marketsharecontinuedtofocusonbrandadvantages,Greenfoodvarietiesareincreasinglyabundant.Oliveoiltremendouspotentialfordevelopment,marketsalesprospectsarebright.Leisure'soliveoiloptimisticaboutChina'soilmarketandbroadprospectsfortheentiremarketenvironment,
4、competitiveconditions,markettrendsandproductstotheirownadvantagesforanalysis.Productsforthemarket,identifythetargetmarket,andeffectivemarketingmixstrategyagainstmarketingofsomeproblems:theoliveoilconsumerawarenessislowandinsufficienteffectivedemand;therearemanyn
5、on-standardinthemarket,thesalespriceisgenerallyhigh,beyondthepeople'spurchasingpower,theimpactofconsumption;notpayattentiontoproductqualityandexternalpackaging,theunitylostvisualadvantagesandattractive;Brandawarenessisnotstrongintegration,Nosignificanttrademarks
6、andbrands,nottoenhanceconsumersofdifferentproducersoperatorsofthequalityofproductsandidentifyimpression,thelackofcustomer-orientationoftheoverallconceptofmarketing,marketsegmentationandtargetmarketpositioningerrorslackofeffectivemarketingmixstrategiestargetedmar
7、keting.Therapiddevelopmentofindustry,themarketisexpandingconditions,Marketingtheuseofthetheoryoffoodmarketingtoacceleratethepaceofpromotinghealthydevelopmentoftheedibleoilisofvitalsignificance.Thispaperdefinesbrandstrategyandmarketingstrategymeaning,andsummingup
8、themarketingofoliveoilmarketcharacteristics,onthecurrentstatusoftheoliveoilmarketinganalysisLeisure'soliveoiltoenterthemarketforamorein・depthempiricalanalysis.Totheco
