壳牌车用润滑油渠道管理策略研究

发布时间：2018-05-29 14:59

本文选题：车用润滑油 + 渠道管理策略　；参考：《哈尔滨工业大学》2013年硕士论文

【摘要】：随着中国经济的不断发展和汽车产业的政策支持，汽车需求量出现较大增长。其中，私人消费进入快速增长阶段，商用车也出现较快发展势头。随之，车用润滑油需求量呈现快速增长的趋势。在这一大背景之下，润滑油企业大力开拓市场，从而带来车用润滑油市场的激烈竞争，推动市场逐步走向成熟。渠道是企业实现利润的有效工具，也是市场营销工作的重点，车用润滑油企业只有重视渠道管理，才能分享市场份额。本文从壳牌车用润滑油渠道管理现状入手，对其进行全面的分析。然后，探讨了车用润滑油行业现状，进行宏观环境分析、行业环境分析和竞争对手分析，并且运用SWOT分析方法，分析壳牌车用润滑油渠道的优势、劣势、机遇和威胁。随着润滑油市场的快速发展和市场需求量的增加，带来产品组合和扩张，也带来渠道整合加剧和经营模式多样化的发展趋势，为壳牌车用润滑油渠道发展带来机遇。壳牌车用润滑油渠道优势在于渠道网络资源丰富，覆盖范围广，渠道具备快速的产品分销能力；劣势是渠道管理机制的薄弱，不适应现行市场发展。本文以渠道管理理论为依据，采用实例和理论相结合的办法，找出壳牌车用润滑油渠道管理所面临的问题，诸如：渠道成员缺乏信任和渠道冲突等现象，有针对性的提出了壳牌车用润滑油渠道管理机制的调整和改进方案，即提出了壳牌车用润滑油在渠道合作机制、渠道选择机制、渠道激励机制和渠道评估机制方面的发展方向和实施细则，以此完善壳牌公司渠道管理策略，提升渠道竞争力，为壳牌公司的发展提供保障。本为以渠道关系理论、渠道结构理论和渠道行为理论为基础，通过润滑油行业资料、市场调查资料和壳牌车用润滑油渠道管理资料对渠道运营过程中出现的实际问题，采用实例和理论分析相结合的方法，，调整和改进了壳牌公司渠道管理的具体实施方案，为壳牌车用润滑油渠道的发展提供了有效帮助，同时，也对润滑油行业渠道管理工作具有一定的参考价值。
[Abstract]:With the development of Chinese economy and the policy support of automobile industry, the demand for automobile has increased greatly. Among them, the private consumption enters the fast growth stage, the commercial vehicle also appears the fast development momentum. As a result, the demand for lubricating oil for motor vehicles shows a trend of rapid growth. Under this background, the lubricating oil enterprise develops the market vigorously, thus brings the automobile lubricating oil market intense competition, impels the market to move toward the maturity step by step. The channel is the effective tool for the enterprise to realize the profit, is also the focal point of the marketing work, the automobile lubricating oil enterprise only pays attention to the channel management, can share the market share. This paper starts with the current situation of Shell Lubricating Oil Channel Management, and makes a comprehensive analysis of Shell Lubricant Channel Management. Then, the paper discusses the present situation of automobile lubricating oil industry, carries on the macroscopic environment analysis, the industry environment analysis and the competitor analysis, and uses the SWOT analysis method, analyzes the Shell automobile lubricating oil channel's superiority, the inferiority, the opportunity and the threat. With the rapid development of lubricating oil market and the increase of market demand, it brings product combination and expansion, and also brings the development trend of channel integration and diversification of management mode, which brings opportunities for the development of Shell vehicle lubricating oil channel. Shell vehicle lubricating oil channel has the advantages of abundant channel network resources, wide coverage, fast product distribution ability and weak channel management mechanism, which is not suitable for the current market development. Based on the theory of channel management, this paper finds out the problems faced by Shell vehicle lubricating oil channel management, such as channel members' lack of trust and channel conflict. The adjustment and improvement scheme of the channel management mechanism of Shell vehicle lubricating oil is put forward, that is, the channel cooperation mechanism and channel selection mechanism of Shell vehicle lubricating oil are put forward. The development direction and implementation rules of channel incentive mechanism and channel evaluation mechanism, so as to perfect Shell channel management strategy, enhance channel competitiveness, and provide protection for Shell company's development. Based on the theory of channel relationship, the theory of channel structure and the theory of channel behavior, this paper discusses the actual problems in the course of channel operation through the information of lubricating oil industry, market investigation and management data of Shell Lubricating Oil Channel. The concrete implementing scheme of channel management of Shell Company has been adjusted and improved by using the method of combining example and theoretical analysis, which has provided effective help for the development of the lubricating oil channel of Shell vehicle, at the same time, Also has certain reference value to the lubricating oil industry channel management work.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.72;F274

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