Research On The Brand Strategy Of WL Automotive Lubricants

With the rapid development of world economy,automobile oil development scale unceasingly expands,the fierce competition between companies,product homogeneity is more and more serious,the market competition is from the original product competition into brand competition.Therefore,it is of great significance to develop and implement the brand strategy of the automobile lubricating oil enterprises in order to improve the market share of the brand,enhance the core competitiveness of enterprises and the sustainable development of enterprises.In this paper,the use of brand strategy and other related theories to WL company's "WL"brand as the research object,from the internal and external environment analysis of brand status.The external environment is the macro environment,industry environment and competitive environment.The internal environment is the basic situation of WL company,and the advantages and disadvantages of "WL" brand.In the analysis of the external environment,the existing problems in the brand on the basis of in-depth thinking,put forward the brand strategy,from the strategic target,construction planning,positioning and brand strategy,product strategy,promotion strategy and channel selection strategy for building brand strategy,by optimizing the organizational structure,build brand culture,improve enterprise system,establishing the personnel security system establish and maintain long-term management mechanism and brand guarantee measures such as the implementation of brand strategy to achieve.