J公司车用润滑油市场定位研究

发布时间：2019-01-01 14:06

【摘要】：车用润滑油市场竞争环境的变化多端和产品的升级换代,对我国民营润滑油企业来讲,既是机遇也是挑战。民营润滑油企业如何在日趋同质化的市场竞争中取胜,如何避免在激烈的竞争中成为别人的“盘中餐”,市场定位研究显得至关重要。本文以市场营销、营销战略管理、市场定位等相关理论和方法为基础,针对J公司市场定位方面存在的一些主要问题,对J公司车用润滑油进行市场定位研究。首先,运用SWOT理论对J公司目前车用润滑油发展的宏微观环境、优劣势进行分析,将公司的战略与公司内部资源、外部环境有机结合,为企业如何扬长避短提供参考意见。其次,利用STP战略理论工具对车用润滑油进行市场细分、目标市场选择和市场定位;在市场细分的基础上确定J公司目标市场的选择模式;在此基础上确定市场定位类型和定位策略,以达到产品的精确定位。最后,运用4R等相关营销理论,结合对J公司车用润滑油的市场新定位,制定出适合于J公司车用润滑油产品市场营销的对应策略,将J公司品牌准确有力的传播给消费者,提高企业的竞争力和综合实力,同时提高企业盈利水平。本论文的研究意义是通过对J公司的环境分析、车用润滑油的市场细分、目标市场选择、市场定位分析,确定企业产品的市场定位,在维持既有客户基础上扩大市场份额、提高盈利水平、塑造强势品牌,从而推进营销转型,加强营销管理。
[Abstract]:The changing competitive environment of automobile lubricating oil market and the upgrading of products are both opportunities and challenges for Chinese private lubricating oil enterprises. It is very important to study the market orientation of private lubricating oil enterprises how to win in the increasingly homogeneous market competition and how to avoid becoming the "meal" of others in the fierce competition. Based on the relevant theories and methods of marketing, marketing strategy management and market positioning, this paper studies the market positioning of vehicle lubricating oil in J Company, aiming at some main problems in the market positioning of J Company. Firstly, using SWOT theory to analyze the macro and micro environment, advantages and disadvantages of the development of automotive lubricating oil in J Company, combine the strategy of the company with the internal resources and external environment of the company organically, and provide the reference for the enterprise how to take advantage of its advantages and avoid its weaknesses. Secondly, using the STP strategy theory tool to carry on the market subdivision, the target market choice and the market orientation to the automobile lubricating oil, determines the choice pattern of the target market of J Company on the basis of the market segmentation. On this basis, to determine the market positioning type and positioning strategy to achieve accurate product positioning. Finally, using 4R and other related marketing theory, combined with the new market positioning of J company automotive lubricating oil, the corresponding strategy suitable for J company automotive lube oil product marketing is worked out, and J company brand is spread to consumers accurately and powerfully. Improve the competitiveness and comprehensive strength of enterprises, while improving the level of corporate profitability. The research significance of this paper is to determine the market positioning of enterprise products by analyzing J company's environment, market segmentation of vehicle lubricating oil, target market selection, market positioning analysis, and expanding market share on the basis of maintaining existing customers. Raise profit level, mold strong brand, thus promote marketing transformation, strengthen marketing management.
【学位授予单位】：西安石油大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.72

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