Research On The Chinese Marketing Strategy Of Exxonmobil Auto Lubes

With the development of the Chinese auto industry, need more and more auto lubes. Undoubtedly, the competition will be tougher between the imported brands and domestic brands. This article is processed by using strategic marketing theory (STP) .Based on the research on the marketing situation of the Exxonmobil's auto lubes, this article analyses the updated lubes status of Chinese auto lube industry and competitive environment by using STP theory. According to the market segmentation theory, we complete the market segmentation work and confirm the market target, then we redesign the market positioning according to the policy of Exxonmobil auto lube business. From the product, price, place, promotion etc, this article analyses the Chinese auto lubes market strategy of Exxonmobil by using 4Ps theory, aims to improve its market strategy. Meanwhile, with the analysis of its strong points, weak points, opportunities and threats, this article proposes the control solutions to ensure the process of its strategy.