一、背景分析随着国家人口增长、人民生活水平提高和城镇化进程加快,百姓对食用油的消费需求在总量上继续保持刚性增长的趋势。市场上食用油的品牌总数超过600多个,市场主导品牌大概存在20个左右。食用油带给消费者的理性利益和感性利益正被多个品牌瓜分殆尽,作为行业后起之秀的龙大花生油如何在品类繁多,竞争激烈的食用油市场异军突起、占尽先机,从而形成 First, the background analysis With the national population growth, improve people’s living standards and the process of urbanization accelerated, people’s consumption demand for cooking oil in the total amount of continued to maintain a rigid growth trend. The total number of edible oil on the market is over 600, with about 20 market-leading brands. Edible oil to the rational and emotional benefits consumers are being divided up by a number of brands, as a rising star of the industry, how the peanut oil in a wide range of highly competitive oil market sudden emergence, take the lead, to form