摘要
文章通过问卷调查的方式对芝麻油的购买和消费进行了分析,对很少有人关注的属于低消费量产品的芝麻油的营销管理问题作了探讨,得出的主要结论是:面对产品单一、品牌认知度低、资源有限等难题,延长其产品线,加强品牌营销,组成战略联盟整合资源是有效解决问题的方法。
This essay studies the sesame oil purchasing and consuming feature based on the questionnaire data.It discusses the marketing management problems of sesame oil,which is made less emphasized on and less consumed.After research,the main conclusions are to extend the product line to the problem of single product;strengthen the brand marketing to solve the issue of low brand awareness;carry out strategic alliances and integrate resources to the matter of limited resources.
