K牌车用润滑油西南地区竞争战略研究

发布时间：2018-02-11 15:02

本文关键词： 机遇核心竞争力定位竞争战略　出处：《四川师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：2010年以来,随着汽车工业的快速发展,中国已经一跃成为全球汽车产销最大的国家,伴随国家环保升级、交通拥堵和国产品牌份额低的挑战,同时也为车用润滑油提供了难得的发展机遇,使得中国车用润滑油(以下简称车用油)市场格局正在发生深刻的变化,随着汽油轿车普及和柴油车排放严格,高档车用润滑油(CH-4和SL)年增长率和销量成为增长最大的市场,国内外各润滑油品牌都不约而同地把高档车用润滑油市场作为一个主攻方向。虽然K品牌利用资源和技术优势,在西南车用油市场占据着半壁江山。但随着市场竞争的不断加剧,K品牌必须从长远发展的角度出发,进一步明确在西南区域的竞争战略,围绕重建核心竞争力,不断提高品牌的市场地位和公司的市场份额。本文通过对西南汽车市场当前和未来发展趋势的量化分析,利用竞争战略和营销的理论知识,分析了国内和西南区域的车用油市场竞争现状,以及外部相关环境因素,运用SWOT分析方法细致地分析了K品牌在西南市场具有的优势和劣势、面临的机遇和挑战,围绕存在的核心问题和自身优劣势,结合K品牌资源的多样性、深厚的科研技术实力和分公司所处地域等,并把握车用油需求高速增长带来的良好市场机遇,重新定位K品牌的市场地位,形成成本和差异化相结合的竞争战略,进一步完善西南公司组织结构、过程管理、指标控制、评价考核及激励辅助策略基础上,在西南地区将K品牌打造成与壳牌、美孚并驾齐驱的一流润滑油品牌。可以预期,在中国石油润滑油公司总体企业战略的指导下,西南销售分公司通过具体实施以上竞争战略,能够大大提高中国石油高端车用润滑油业务在西南市场的竞争力。
[Abstract]:Since 2010, with the rapid development of the automobile industry, China has become the world's largest automobile production and sales, with the challenge of national environmental upgrading, traffic congestion and low share of domestic brands. At the same time, it also provides a rare opportunity for the development of vehicle lubricating oil, which makes the market structure of China's automobile lubricating oil (hereinafter referred to as vehicle oil) undergoing profound changes. With the popularization of gasoline cars and the strict emission of diesel vehicles, The annual growth rate and sales volume of high-grade automobile lubricating oils CH-4 and SL) have become the biggest growing market, and domestic and foreign lubricating oil brands all regard the high-grade automobile lubricating oil market as a main attack direction, although K brand takes advantage of resources and technology, The automobile oil market in Southwest China occupies half of the world. However, with the increasing competition in the market, the brand must further define the competitive strategy in the southwest region from the perspective of long-term development, and focus on rebuilding the core competitiveness. Through the quantitative analysis of the present and future development trend of Southwest Automobile Market, this paper makes use of the competitive strategy and marketing theory knowledge, and improves the market position of the brand and the market share of the company continuously. This paper analyzes the present situation of automobile oil market competition in China and southwest region, as well as the external environmental factors, analyzes the strengths and weaknesses of K brand in southwest market, and the opportunities and challenges faced by K brand by using SWOT analysis method. Focusing on the core problems and advantages and disadvantages of their own, combined with the diversity of K brand resources, deep scientific research and technical strength and branch location, and seize the rapid growth of vehicle oil demand brought good market opportunities, On the basis of repositioning the market position of K brand, forming a competitive strategy combining cost and differentiation, and further perfecting the organizational structure, process management, index control, evaluation and assessment and incentive assistant strategy of Southwest Company, We can expect that under the guidance of the overall corporate strategy of the China Petroleum Lubricant Company, the Southwest sales Branch will carry out the above competitive strategy through the concrete implementation of the above competitive strategy. It can greatly improve the competitiveness of PetroChina's high-end automotive lubricating oil business in the southwest market.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F271;F426.7

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