【摘要】：潤(rùn)滑油可以有效減少機(jī)械設(shè)備中各種零部件之間的摩擦,是保證機(jī)器設(shè)備正常運(yùn)轉(zhuǎn)的必備條件之一,隨著現(xiàn)代工業(yè)的不斷發(fā)展,潤(rùn)滑油在工業(yè)經(jīng)濟(jì)中的作用越來(lái)越重要,在全球范圍,潤(rùn)滑油市場(chǎng)普遍得到了長(zhǎng)足發(fā)展,一個(gè)國(guó)家的經(jīng)濟(jì)發(fā)展水平與潤(rùn)滑油的使用水平密切相關(guān),潤(rùn)滑油的使用水平在一定程度上反映了這個(gè)國(guó)家的經(jīng)濟(jì)發(fā)展水平,我國(guó)是潤(rùn)滑油產(chǎn)銷大國(guó),在全球潤(rùn)滑油市場(chǎng)占有重要地位,國(guó)內(nèi)的潤(rùn)滑油市場(chǎng)的競(jìng)爭(zhēng)也異常激烈。中國(guó)潤(rùn)滑油有著獨(dú)特的市場(chǎng)特征,盡管市場(chǎng)中高、中、低檔潤(rùn)滑油并存,但利潤(rùn)卻主要集中在高檔潤(rùn)滑油,特別是是高端車用潤(rùn)滑油,但是國(guó)內(nèi)高端潤(rùn)滑油市場(chǎng)基本被國(guó)外一線品牌所壟斷,其中以美孚和殼牌為代表。EC潤(rùn)滑油公司定位于高端潤(rùn)滑油市場(chǎng),其產(chǎn)品主要為汽機(jī)油、柴機(jī)油、摩托車油和附屬油品,作為國(guó)外品牌的二線品牌,EC潤(rùn)滑油公司在高端潤(rùn)滑油市場(chǎng)面臨著各方面的市場(chǎng)競(jìng)爭(zhēng)壓力,這對(duì)公司的市場(chǎng)營(yíng)銷能力和策略提出了考驗(yàn)。本文以EC潤(rùn)滑油公司的營(yíng)銷策略為研究對(duì)象,遵循提出問(wèn)題-分析問(wèn)題-解決問(wèn)題的思路展開(kāi)了分析和研究。首先對(duì)潤(rùn)滑油產(chǎn)品結(jié)構(gòu)和國(guó)內(nèi)外潤(rùn)滑油市場(chǎng)現(xiàn)狀等問(wèn)題進(jìn)行了分析,對(duì)潤(rùn)滑油的產(chǎn)品等級(jí)作了介紹,同時(shí)對(duì)國(guó)內(nèi)外潤(rùn)滑油市場(chǎng)進(jìn)行了對(duì)比分析,指出了國(guó)內(nèi)潤(rùn)滑油市場(chǎng)所存在的產(chǎn)品分布不合理等問(wèn)題,為后面的問(wèn)題展開(kāi)做好了鋪墊。其次對(duì)EC潤(rùn)滑油公司的營(yíng)銷現(xiàn)狀及存在問(wèn)題進(jìn)行分析,分析了EC潤(rùn)滑油公司在營(yíng)銷模式、營(yíng)銷團(tuán)隊(duì)、營(yíng)銷理念、目標(biāo)市場(chǎng)定位和產(chǎn)品研發(fā)等方面所存在的問(wèn)題。第三,通過(guò)宏觀環(huán)境和微觀環(huán)境的分析對(duì)EC潤(rùn)滑油公司的營(yíng)銷環(huán)境進(jìn)行了全面的分析和比較,其中宏觀環(huán)境分析采用了PEST分析法,微觀環(huán)境分析采用了波特五力模型理論。最后,對(duì)EC潤(rùn)滑油公司的營(yíng)銷策略進(jìn)行了STP分析和4P理論分析,結(jié)合EC潤(rùn)滑油公司的細(xì)分市場(chǎng)、目標(biāo)市場(chǎng)分析和市場(chǎng)定位分析,對(duì)公司的營(yíng)銷策略進(jìn)行了4P理論分析,并給出了營(yíng)銷策略的優(yōu)化和改進(jìn)意見(jiàn)。
[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.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F416.72;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 高輝;馬爽;;2010年中國(guó)潤(rùn)滑油行業(yè)報(bào)告[J];潤(rùn)滑油;2011年06期

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本文編號(hào)：2507446