本文選題：車用潤滑油 + 渠道管理策略��； 參考：《哈爾濱工業(yè)大學(xué)》2013年碩士論文

【摘要】：隨著中國經(jīng)濟的不斷發(fā)展和汽車產(chǎn)業(yè)的政策支持，汽車需求量出現(xiàn)較大增長。其中，私人消費進(jìn)入快速增長階段，商用車也出現(xiàn)較快發(fā)展勢頭。隨之，車用潤滑油需求量呈現(xiàn)快速增長的趨勢。在這一大背景之下，潤滑油企業(yè)大力開拓市場，從而帶來車用潤滑油市場的激烈競爭，推動市場逐步走向成熟。渠道是企業(yè)實現(xiàn)利潤的有效工具，也是市場營銷工作的重點，車用潤滑油企業(yè)只有重視渠道管理，才能分享市場份額。 本文從殼牌車用潤滑油渠道管理現(xiàn)狀入手，對其進(jìn)行全面的分析。然后，探討了車用潤滑油行業(yè)現(xiàn)狀，進(jìn)行宏觀環(huán)境分析、行業(yè)環(huán)境分析和競爭對手分析，并且運用SWOT分析方法，分析殼牌車用潤滑油渠道的優(yōu)勢、劣勢、機遇和威脅。隨著潤滑油市場的快速發(fā)展和市場需求量的增加，帶來產(chǎn)品組合和擴張，也帶來渠道整合加劇和經(jīng)營模式多樣化的發(fā)展趨勢，為殼牌車用潤滑油渠道發(fā)展帶來機遇。殼牌車用潤滑油渠道優(yōu)勢在于渠道網(wǎng)絡(luò)資源豐富，覆蓋范圍廣，渠道具備快速的產(chǎn)品分銷能力；劣勢是渠道管理機制的薄弱，不適應(yīng)現(xiàn)行市場發(fā)展。本文以渠道管理理論為依據(jù)，采用實例和理論相結(jié)合的辦法，找出殼牌車用潤滑油渠道管理所面臨的問題，諸如：渠道成員缺乏信任和渠道沖突等現(xiàn)象，有針對性的提出了殼牌車用潤滑油渠道管理機制的調(diào)整和改進(jìn)方案，即提出了殼牌車用潤滑油在渠道合作機制、渠道選擇機制、渠道激勵機制和渠道評估機制方面的發(fā)展方向和實施細(xì)則，以此完善殼牌公司渠道管理策略，提升渠道競爭力，為殼牌公司的發(fā)展提供保障。 本為以渠道關(guān)系理論、渠道結(jié)構(gòu)理論和渠道行為理論為基礎(chǔ)，通過潤滑油行業(yè)資料、市場調(diào)查資料和殼牌車用潤滑油渠道管理資料對渠道運營過程中出現(xiàn)的實際問題，采用實例和理論分析相結(jié)合的方法，，調(diào)整和改進(jìn)了殼牌公司渠道管理的具體實施方案，為殼牌車用潤滑油渠道的發(fā)展提供了有效幫助，同時，也對潤滑油行業(yè)渠道管理工作具有一定的參考價值。
[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.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F416.72;F274

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