摘要：当前东莞和深圳的技术监督局对食用油的安全质量问题的监察力度越来越大，使许多终端消费者弃用散装食用油，转用包装食用油。因此目前散装食用油市场日益萎缩，而包装油市场日益扩张。这给包装食用油的促销带来了一次契机。因此瑞年粮油需要一套全面的促销方案去为企业争夺这一部分市场，同时去改变瑞年粮油当前的促销状况。瑞年牌食用油促销策划方案采用了人员推销策略、广告策略、公共关系策略、销售促进策略，其中这个促销策略组合不单纯只是增加了瑞年牌食用油的销量，并为瑞年牌食用油的发展创建了一个良好的环境。

关键词: 瑞年牌，食用油，促销，策划

Abstract：The current dongguan and technical supervision bureau of shenzhen to the safety of the cooking oil quality of supervisory dynamics is more and more big, make many terminal consumer rejected him cooking oil in bulk, to adopt packaging cooking oil. So now bulk dwindling oil market, and packing oil market increasingly expansion. The packaging cooking oil sales promotion to bring a turning point. So Rachel years need a comprehensive suite of grain and oil promotion for the enterprise to this part of the market for, and to change the current sales promotion in red grain situation. Red CARDS in cooking oil promotion planning scheme adopts the marketing strategy, advertising strategies personnel, public relations strategy, sales promotion strategies, including the promotion strategy combinations not just increased red CARDS in the sales of cooking oil, and for red CARDS in the development of cooking oil creates a good development environment. 

Key Words：Ruinian，Edible Oil，Promotion，Plan

这次促销方案运用了四种促销策略，分别为人员推销策略、广告策略、公共关系策略、销售促进策略。而这个系统的促销策划方案提高了瑞年牌食用油的销售业绩，让企业争取更多的市场份额。同时，提高企业的经济效益，以致增强企业竞争实力和长期竞争优势。另外，这次促销方案存在一个促销成本比较大的问题，以后企业要做到提高产品的销售量的同时降低促销成本，使企业效益更大化。最后，该方案使瑞年粮油有了一个系统的、有规划的促销方案。除了以上提到的促销对企业的短期效应，同时也开始提高了瑞年牌食用油的品牌知名度，为企业争取了更多的潜在客户，也向目标消费者传达了企业的企业文化，提高了企业的形象，为瑞年粮油增强企业的竞争力和竞争优势打下了不可取代的基础。