The Marketing Strategy Research In Lubricating Grease For SINOPEC Based-on CRM Theory

There is a famous saying at the lubrication industry:" the world developmentrelays on automotives, the automotive runs on bearings, and the bearing operates onan0.3mm thick grease ". From this sentence, one can see the importance andprofession of the industrial grease development. Grease marketing model is differentfrom models of other industrial products. In the SINOPEC grease marketingdevelopment process, we are using CRM system to optimize the marketing strategy,to improve business procedures, and to create a new organizational structure,according to customer classification concept and customer oriented service belief. Atthe same time, we are also using the CRM system to collect customer resources, tobuild close relationship with customers, to understand their requirements, and toprovide comprehensive, professional marketing service package, so that customers arereceiving professional services, thereby stimulating the market demands and marketdevelopment opportunities.This paper is divided into six chapters. The first chapter is the introduction,discussing the significance of the topic, research purpose and content. The secondchapter is the summary of the theory, the marketing concept of the development andproduction of CRM and features. The third chapter covers China’s automotive greaseMarket Research, and introduces the definition of lubricating grease, automotivegrease Market Analysis and customer demand. The fourth chapter introduces thelubricating oil company and the grease business situation, through the analysis ofadvantages and disadvantages of the implementation of customer relationshipmanagement. The fifth chapter studies automotive grease customers, business processoptimization, organization reform, and personnel training, according to the presentsituation, introduces the CRM system, collects customer information based oncustomer value classification, and improves customer service levels. The sixth chapterutilizes specific data to describe the economic benefits for enterprises and theenhancement of employee capability through the marketing strategy optimization.