JL特种油脂产品市场营销策略探讨.doc

摘要:特种油脂作为食品行业的重要原料，伴随着食品业的发展而迅速提高。经过10多年的发展，特种油脂已经开始向专业化、精细化方面转变，其市场分工也越来越细。

　　本文主要对特种油脂及其发展进行了介绍；并站在嘉里特种油脂公司这一目前占有国内市场份额最大的企业的角度，对特种油脂市场环境进行分析；接着又列举了嘉里特种油脂对市场进行细分和选择目标市场时所采取的策略和方法；最后针对嘉里特种油脂所取得的成功，对其在特种油脂领域的发展进行研究探讨。通过对嘉里特种油脂不同阶段在国内市场上的营销模式的具体评价分析，以及其在各阶段对不同客户所采取的营销策略，加上嘉里特种油脂与其他特种油脂公司的对比，以及多个具体的案例，展开对特种油脂市场营销的探讨。从这些探讨中我们可以得出在特种油脂不同阶段和针对不同客户群我们可以采取的不同营销策略，以及现阶段在特种油脂营销上所能采取的成功策略。

　　希望该文能够给中国市场上目前众多徘徊不前的特种油脂企业以及相关的食品企业一些启示。

关键词　嘉里特种油脂、食品、市场细分、目标市场、营销策略

Abstract:As the important raw material of the food industry, the special fat&oil industry is improving fastly according to the needs of the food industry. Now the special fat&oil has begun to develop into the specialization and precision, and the division of special fat&oil market are exacter and exacter.   

　　This thesis firstly introduces the special fat&oil and its development, and analyses the special fat&oil marketing circumstance from the Kerry special fat&oil company which is the biggest market in the oil industry in china. Secondly the thesis lists the methods and the strategies when Kerry special fat&oil company segments the market and chooses the target market. Thirdly the thesis analyses the special fat&oil market development through the success of the Kerry special fat&oil. Fourthly discussing the market strategy after analysing the market model of Kerry special fat&oil in different period and different client. Finally through the compare with the other special fat&oil companies and five detailed samples, and the thesis have got the different market strategy in different period and different client, and then we can have the suitable strategies about the special fat&oil market at nowadays.

　　Wishing this article can give some inspire to the other companies which are wandering in the special fat&oil market.

Key words: Kerry special Fat&Oil、 food、 market subdivision、target market、Marketing strategy