EC润滑油公司营销策略研究
发布时间：2019-06-28 16:30
【摘要】：润滑油可以有效减少机械设备中各种零部件之间的摩擦,是保证机器设备正常运转的必备条件之一,随着现代工业的不断发展,润滑油在工业经济中的作用越来越重要,在全球范围,润滑油市场普遍得到了长足发展,一个国家的经济发展水平与润滑油的使用水平密切相关,润滑油的使用水平在一定程度上反映了这个国家的经济发展水平,我国是润滑油产销大国,在全球润滑油市场占有重要地位,国内的润滑油市场的竞争也异常激烈。中国润滑油有着独特的市场特征,尽管市场中高、中、低档润滑油并存,但利润却主要集中在高档润滑油,特别是是高端车用润滑油,但是国内高端润滑油市场基本被国外一线品牌所垄断,其中以美孚和壳牌为代表。EC润滑油公司定位于高端润滑油市场,其产品主要为汽机油、柴机油、摩托车油和附属油品,作为国外品牌的二线品牌,EC润滑油公司在高端润滑油市场面临着各方面的市场竞争压力,这对公司的市场营销能力和策略提出了考验。本文以EC润滑油公司的营销策略为研究对象,遵循提出问题-分析问题-解决问题的思路展开了分析和研究。首先对润滑油产品结构和国内外润滑油市场现状等问题进行了分析,对润滑油的产品等级作了介绍,同时对国内外润滑油市场进行了对比分析,指出了国内润滑油市场所存在的产品分布不合理等问题,为后面的问题展开做好了铺垫。其次对EC润滑油公司的营销现状及存在问题进行分析,分析了EC润滑油公司在营销模式、营销团队、营销理念、目标市场定位和产品研发等方面所存在的问题。第三,通过宏观环境和微观环境的分析对EC润滑油公司的营销环境进行了全面的分析和比较,其中宏观环境分析采用了PEST分析法,微观环境分析采用了波特五力模型理论。最后,对EC润滑油公司的营销策略进行了STP分析和4P理论分析,结合EC润滑油公司的细分市场、目标市场分析和市场定位分析,对公司的营销策略进行了4P理论分析,并给出了营销策略的优化和改进意见。
[Abstract]:Lubricating oil can effectively reduce the friction between various parts and components in mechanical equipment, which is one of the necessary conditions to ensure the normal operation of machinery and equipment. With the continuous development of modern industry, the role of lubricating oil in industrial economy is becoming more and more important. In the global scope, the lubricating oil market has generally made great progress. The economic development level of a country is closely related to the use level of lubricating oil. To a certain extent, the use level of lubricating oil reflects the economic development level of this country. China is a big country of lubricating oil production and marketing, and occupies an important position in the global lubricating oil market, and the competition in the domestic lubricating oil market is also extremely fierce. Chinese lubricating oil has unique market characteristics, although the market is high, medium and low grade lubricating oil coexist, but the profit is mainly concentrated in high grade lubricating oil, especially high end vehicle lubricating oil, but the domestic high end lubricating oil market is basically monopolized by foreign first-line brands, among which Mobil and Shell are the representatives. EC Lubricating Oil Company is located in the high end lubricating oil market, and its products are mainly turbine oil and diesel oil. Motorcycle oil and auxiliary oil products, as the second-tier brand of foreign brands, EC Lubricating Oil Company is facing all kinds of market competition pressure in the high-end lubricating oil market, which puts forward the test to the marketing ability and strategy of the company. In this paper, the marketing strategy of EC Lubricating Oil Company is taken as the research object, and the idea of putting forward the problem, analyzing the problem and solving the problem is analyzed and studied. Firstly, the structure of lubricating oil products and the present situation of lubricating oil market at home and abroad are analyzed, and the product grade of lubricating oil is introduced. at the same time, the domestic and foreign lubricating oil markets are compared and analyzed, and the problems existing in the domestic lubricating oil market, such as unreasonable product distribution, are pointed out, which paves the way for the following problems. Secondly, the marketing status and existing problems of EC Lubricating Oil Company are analyzed, and the problems existing in EC Lubricating Oil Company in marketing mode, marketing team, marketing concept, target market positioning and product research and development are analyzed. Thirdly, through the analysis of macro environment and micro environment, the marketing environment of EC Lubricating Oil Company is analyzed and compared comprehensively, in which PEST analysis is used in macro environment analysis and Porter five force model theory is used in micro environment analysis. Finally, the marketing strategy of EC Lubricating Oil Company is analyzed by STP and 4P theory. Combined with the market segmentation, target market analysis and market positioning analysis of EC Lubricating Oil Company, the marketing strategy of EC Lubricating Oil Company is analyzed theoretically, and the optimization and improvement suggestions of marketing strategy are given.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.72;F274
本文编号：2507446
[Abstract]:Lubricating oil can effectively reduce the friction between various parts and components in mechanical equipment, which is one of the necessary conditions to ensure the normal operation of machinery and equipment. With the continuous development of modern industry, the role of lubricating oil in industrial economy is becoming more and more important. In the global scope, the lubricating oil market has generally made great progress. The economic development level of a country is closely related to the use level of lubricating oil. To a certain extent, the use level of lubricating oil reflects the economic development level of this country. China is a big country of lubricating oil production and marketing, and occupies an important position in the global lubricating oil market, and the competition in the domestic lubricating oil market is also extremely fierce. Chinese lubricating oil has unique market characteristics, although the market is high, medium and low grade lubricating oil coexist, but the profit is mainly concentrated in high grade lubricating oil, especially high end vehicle lubricating oil, but the domestic high end lubricating oil market is basically monopolized by foreign first-line brands, among which Mobil and Shell are the representatives. EC Lubricating Oil Company is located in the high end lubricating oil market, and its products are mainly turbine oil and diesel oil. Motorcycle oil and auxiliary oil products, as the second-tier brand of foreign brands, EC Lubricating Oil Company is facing all kinds of market competition pressure in the high-end lubricating oil market, which puts forward the test to the marketing ability and strategy of the company. In this paper, the marketing strategy of EC Lubricating Oil Company is taken as the research object, and the idea of putting forward the problem, analyzing the problem and solving the problem is analyzed and studied. Firstly, the structure of lubricating oil products and the present situation of lubricating oil market at home and abroad are analyzed, and the product grade of lubricating oil is introduced. at the same time, the domestic and foreign lubricating oil markets are compared and analyzed, and the problems existing in the domestic lubricating oil market, such as unreasonable product distribution, are pointed out, which paves the way for the following problems. Secondly, the marketing status and existing problems of EC Lubricating Oil Company are analyzed, and the problems existing in EC Lubricating Oil Company in marketing mode, marketing team, marketing concept, target market positioning and product research and development are analyzed. Thirdly, through the analysis of macro environment and micro environment, the marketing environment of EC Lubricating Oil Company is analyzed and compared comprehensively, in which PEST analysis is used in macro environment analysis and Porter five force model theory is used in micro environment analysis. Finally, the marketing strategy of EC Lubricating Oil Company is analyzed by STP and 4P theory. Combined with the market segmentation, target market analysis and market positioning analysis of EC Lubricating Oil Company, the marketing strategy of EC Lubricating Oil Company is analyzed theoretically, and the optimization and improvement suggestions of marketing strategy are given.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.72;F274
【参考文献】
相关期刊论文 前1条
1 高辉;马爽;;2010年中国润滑油行业报告[J];润滑油;2011年06期
，本文编号：2507446
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