中石化润滑油有限公司浙江销售分公司营销策略研究

发布时间：2018-05-01 23:58

本文选题：润滑油 + 市场营销　；参考：《吉林大学》2014年硕士论文

【摘要】：润滑油产业作为石化产业的一个分类，其加工技术含量较高、产生的附加值较大。润滑油生产和研发能力是衡量一个国家石油化工行业先进与否的重要标准。因而，提升我国润滑油行业的核心竞争力对于提升整个中国石油行业的核心竞争力具有十分重大的意义。一方面，随着我国加入WTO，我国润滑油市场已逐步对外开放，国际石油巨头纷纷利用其资本优势、技术优势、先进的管理、营销经验进入中国市场，中国润滑油行业面临着激烈的市场竞争；另一方面，我国润滑油行业存在标准缺失、核心竞争力不足等不足。长城、昆仑两大国有润滑油品牌虽然在产品品类研发、品牌创建及顾客忠诚度建立方面取得一定的成就，但与国际一线品牌相比在技术、营销等核心竞争力方面与国际石油巨头还有较大差距，而我国大量的中小润滑油企业更是形势严峻，亟需建立自身的核心竞争力以在激烈的中国润滑油视察赢得一席之地。浙江省是我国润滑油市场需求最大的省份之一，而长城品牌又是浙江省市场份额最大的润滑油品牌，但面对日益激烈的市场竞争，，中石化浙江润滑油销售公司要保住市场份额第一并取得更好的发展，必须认真分析自身在润滑油营销方面的优势和不足，并针对性的提出相应意见和建议。本文首先详细分析了中国润滑油行业的市场现状以及浙江润滑油行业的具体情况，据此提出了“长城”润滑油行业提升营销能力的必要性和紧迫性；其次，本文综述了企业市场营销的相应概念和思想并重点分析了中国润滑油市场；再次，本文利用SWOT分析法对中石化浙江润滑油公司面临的内外部环境进行了分析，指出其未来发展的市场机遇及所要应对的市场挑战。在此基础上，提出浙江润滑油销售分公司的所采取的管理和市场策略；最后本文对研究结论进行总结，希望本文能为我国润滑油行业提升核心竞争力提供一定的参考和借鉴。
[Abstract]:As a classification of petrochemical industry, lube oil industry has higher processing technology and higher added value. Lubricating oil production and R & D capability is an important standard to measure the advanced or not of a country's petrochemical industry. Therefore, it is of great significance to enhance the core competitiveness of China's lube oil industry. On the one hand, with China's entry into the WTO, China's lubricating oil market has gradually opened to the outside world, and international oil giants have made use of their capital advantages, technological advantages, advanced management and marketing experience to enter the Chinese market. The lube oil industry in China is faced with fierce market competition, on the other hand, the lack of standards and the lack of core competitiveness in China's lubricating oil industry. Although the Great Wall, Kunlun's two state-owned lubricating oil brands have made some achievements in product category research and development, brand building and customer loyalty establishment, compared with international first-line brands, they are in technology. There is still a big gap between marketing and international oil giants, and a large number of small and medium-sized lubricating oil enterprises in China are facing a severe situation. It is urgent to establish their own core competitiveness in order to win a place in the fierce inspection of lubricating oil in China. Zhejiang Province is one of the provinces with the biggest demand for lubricating oil market in our country, and the Great Wall brand is the lubricant brand with the largest market share in Zhejiang Province, but facing the increasingly fierce market competition, In order to keep the market share and gain better development, Sinopec Zhejiang Lubricant Marketing Company must seriously analyze its own advantages and disadvantages in lubricating oil marketing, and put forward corresponding suggestions and suggestions. In this paper, firstly, the market situation of China's lube oil industry and the specific situation of Zhejiang lube oil industry are analyzed in detail, and then the necessity and urgency of "the Great Wall" lube oil industry to enhance marketing capability are put forward. This paper summarizes the corresponding concepts and ideas of enterprise marketing and focuses on the analysis of China's lubricating oil market. Thirdly, this paper analyzes the internal and external environment facing Zhejiang Lubricating Oil Company of Sinopec by using SWOT method. The paper points out the market opportunities and the market challenges to be met in the future. On this basis, this paper puts forward the management and market strategy adopted by Zhejiang Lubricating Oil sales Branch, and finally, this paper summarizes the research conclusions, hoping that this paper can provide some reference and reference for the lube oil industry in China to enhance the core competitiveness.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.22;F274

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