中国石油润滑油公司品牌战略研究

发布时间：2018-05-16 20:36

本文选题：品牌 + 润滑油市场　；参考：《兰州大学》2008年硕士论文

【摘要】： 中国已成为全球润滑油消费增长最快的市场,随着市场环境和市场格局的快速发展,中国润滑油市场的竞争越来越激烈。品牌知名度是影响润滑油消费的主要因素,可以说目前润滑油已经进入了品牌消费时代。中国石油润滑油公司成立7年来,虽然创建了“昆仑”润滑油品牌,但在激烈地竞争中,仍迫切需要结合自身的资源优势,打造强势品牌,进一步赢得高端市场。本文研究了中国石油润滑油公司品牌战略,全文用四个部分进行阐述。第一部分介绍了品牌与品牌战略的相关理论及内涵,分析了企业实施品牌战略的重要性和必要性;第二部分采用企业战略研究中的一些方法和技术,对中国润滑油市场发展的内外部环境进行了分析,提出了润滑油的销售特性及中国市场润滑油品牌竞争格局;第三部分对中国石油润滑油公司品牌战略制订的动因及SWOT进行了分析,并在此基础上制订了品牌战略:第四部分提出中国石油润滑油公司品牌战略的实施步骤,并介绍了组织保障、制度创新、市场管理和整合品牌营销等实施策略,同时提出了七条具体实施措施。本文将品牌战略研究的基本理论与中国石油润滑油公司情况紧密结合,制订的战略措施对中国石油润滑油公司的发展具有非常现实的意义,同时也为探索我国本土润滑油企业做好市场发展做了有益的尝试。
[Abstract]:China has become the world's fastest growing market for lubricating oil consumption. With the rapid development of market environment and market pattern, the competition of the Chinese lubricating oil market is becoming more and more fierce. Brand awareness is the main factor affecting the consumption of lubricating oil. It can be said that the lubricating oil has entered the era of brand consumption. In the past 7 years, although the "Kunlun" lubricating oil brand has been created, in the fierce competition, it is still urgent to combine its own resource advantages to create a strong brand to further win the high-end market.
This paper studies the brand strategy of China oil lube oil company. The full text is expounded in four parts. The first part introduces the related theory and connotation of brand and brand strategy, analyzes the importance and necessity of the enterprise to implement brand strategy, and the second part adopts some methods and techniques in the research of enterprise strategy, and the Chinese lubricating oil market The internal and external environment of the field development is analyzed, the sales characteristics of the lubricating oil and the competition pattern of the Chinese market lubricating oil brand are put forward. The third part analyses the motivation and SWOT of the brand strategy formulation of the Chinese oil lube oil company, and on this basis, the brand strategy is formulated. The fourth part puts forward the Chinese oil lube oil company products. The implementation steps of the brand strategy are introduced, and the implementation strategies of organization guarantee, system innovation, market management and brand marketing are introduced. At the same time, seven specific implementation measures are put forward.
This paper combines the basic theory of brand strategy research with the situation of China Petroleum lube oil company. The strategic measures are of great practical significance to the development of China oil lube oil company. At the same time, it also makes a good attempt to explore the market development of local oil companies in China.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.22

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