Research On Marketing Strategy Of Bao Shi Hua Auto Glass Cleaning Fluid For Jilin Petroleum Company

Along with China’s reform and opening up in1978and in2001China’saccession to the WTO, national economy development and people’s living standardhas been greatly improved. In this case, more and more private cars went into theChinese ordinary people family. With the increasing of the private car, the usage ofcar maintenance supplies are also rising. According to Jilin province StatisticsBureau statistics shows that only Changchun automotive glass cleaning fluidconsumption will reach5000tons per year.At present, the Jilin province automotive glass fluid market was occupied byBlue Star, the Great Wall, the Star of the Kunlun and other small businesses products.Product quality and the price are both different. At the same time, within the scope ofthe Jilin province, the Jilin Petroleum Corporation has more than1300gas stations,they provide the automotive glass cleaning fluid sales network. In this context, JilinPetroleum Corporation Bao Shi Hua car glass cleaning fluid arised at the historicmoment. It provide Jilin province automobile maintenance function, it realized thatthe oil business enterprise both develop oil and not oil product at the same time, ithas great significance that realize the income increasing.In this articles, the author analyzed Bao Shi Hua car glass cleaning fluid salespresent situation, the problems in the internal and external environment, marketing,and analyze the marketing strategy and so on. First of all, introduced the process offoundation of the project of Bao Shi Hua brand automobile glass cleaning fluid, theproduction and research and development of hardware conditions, the construction of "Bao Shi Hua" brand, Bao Shi Hua car glass sales problems and the reasons of theproblem. Secondly, analyzes the Bao Shi Hua brand automobile glass cleaning fluidmarket marketing environment, including external macro environment and internalmicro environment. Respectively from the policy environment, economicenvironment, social environment analysis, technical analysis of the external macroenvironment, from the company’s own situation, potential consumers, operationalmechanism and so on, analyzed the internal micro environment. Based on the SWOTtheory, combining with actual situation, a systematic analysis of the Jilin Petroleumcorporation development of automotive glass cleaning fluid business advantage (S),weaknesses (W), opportunities (O) and technology (T). Then introduces Bao ShiHua car glass cleaning fluid design and the implementation of the marketing strategy.The market segmentation, it was divided into three types of markets: the city centerarea, urban and rural integration of market and provincial roads and township roadsaround the market. According to different areas of the potential market and thedifferent characteristics of consumers, different sales strategies were formulated andimplemented. Analyzed various marketing strategies, including brandimplementation strategy, product strategy, price strategy and promotion strategy, etc.It also pointed out the basic safeguard to achieve the sales strategy, including oilcompanies despise the oil business philosophy, business processes, to speed up thetransformation to the modern enterprise management mode, and recruit and trainqualified business relevant professional talents, etc. Finally, the full text issummarized, and made a prospect.