Optimum Research On Marking Channel Of HJ Lubricating Oil Company

In recent years, the sustained and rapid growth of China’s economy brought rapid development for the car industry and manufacturing industry, the rapid development of electric-power、metal processing、steel and automotive industries promoted sharply demand for the lubricants in China. China recently became the world’s second largest oil consumer(America still the first), it will be more competitive in the development of the lubricant industry.China’s lubricant oil market can be divided into three aspects:large scale state-owned enterprise(including SINOPEC、CNOOC and CNPC), the international large well-known oil companies, and the domestic medium and small-sized private enterprises. Early days the international famous brands are very stronger than others, but now China’s state-owned CNOOC, CNPC, SINOPEC’S lubricating oil brands and domestic private enterprise’s brands are catching up, although MOBIL,SHELL, FOX and some other international large well-known brands share of high lubricating oil profits in the high-end market, but the good news is that from raising the service quality and increasing investment of technology, the domestic oil brands such as SINOPEC, CNPC and CNOOC are now share the lubricating oil market from the past 1:9 gradually become 4:6 now.The current competition of the lubricating oil market mainly comes from the competition of marketing channels, when pay attention to the brand building, the marketing channel is also a bridge between consumers and businesses, as for the enterprise, marketing channel is a key factor for development, and also is the fundamental element that determines the persistence and competition, what’s more,it closely related with the development trend of the enterprise in the future, so only focus on the management of marketing channels can the enterprise base on the market and constantly promote the development of themselves.Marketing channels are closely relate to many aspects, such as the external environment, industry competition situation, business conditions, etc. This paper research the shortage of the product, market, brand and channel building of the HJ lubricating oil com-pany, and from analyzing the model construction of " value chain, customer relationship, channel relationship, channel structure, channel behavior", through the macro environment PEST analysis and select the main competitors such as CNPC,SINOPEC, EXXONMOBIL, BP to analysis the microscopic, under the principle of the " customer orientation, value chain, maximum efficiency, enterprise superiority ",then propose the marketing channel building thinking of HJ company: following " meshing, flatting, differentiation, diversification, integration of resources ",perfecting scheme like " flatting, depth, informationization, relationship", and protecting from the organizational structure, institutional system, brand strategy, promote the systematic competitiveness, customer incentive system construction, technology research and development service support and repeated use of the Internet + Marketing service platform, optimizing the appropriate marketing channel mode. The study can promote the marketing competitive for HJ lubricating oil company in the future, and also can show some experiences of other lubricating oil companies in the building of marketing channels.