Research On Marketing Strategy Of Kunlun Lubricating Oil Of Daqing Lubricant Oil Company

With the rapid development of economy,lubricating oil is widely used in all aspects of production and life.China has become the second largest consumer of lubricants in the world.At the same time,the application of lubricating oil in China is developing towards high quality,energy saving and environmental protection..Whether in the international lubricant market or in the domestic lubricant market,competition is fierce.At present,there are three levels of competition in China's lube oil market.The first level is the high-end lubricants consumption market of global famous brands.The second tier is the middle end consumer market of the Great Wall lubricating oil and Kunlun lubricating oil.Finally,China's private lubricant enterprises occupy relatively low end market.Therefore,under the fierce market competition of China's lubricants,Lubricating oil enterprises must study and formulate marketing strategies which are more suitable for the development and progress of enterprises in marketing activities.As a well-known lubricant production and operation enterprise,Kunlun lubricant Daqing branch must formulate a marketing strategy that is suitable for the development of enterprises.In order to get a place in the fierce market environment.The purpose of this paper is to design a marketing strategy for Kunlun lubricants Daqing branch.So as to ensure the healthy development of its production and management.This paper first combed the current research status at home and abroad,find out the theory needed in this study,Prepare for the analysis below.Secondly,taking the Daqing lubricant oil company as the research object,according to the marketing theory method,Analysis of the current marketing status of Daqing lubricant oil company,The existing problems in the marketing status of Daqing lubricant oil company were put forward,which made preparations for the following analysis.Third,the SWOT analysis of the Daqing lubricant oil company,the advantages,disadvantages,opportunities and threats of Daqing branch are analyzed,and the development strategy of Daqing branch is chosen.Fourth,through STP analysis,the target market orientation and market positioning of Daqing branch were determined.On this basis,use the 4P theory,combined with the production and operation of Daqing branch,Making a practical marketing strategy for it.The specific marketing strategies of product strategy,price strategy,channel strategy and promotion strategy are put forward.At the same time,a comprehensive marketing strategy is applied toensure the effectiveness of its implementation.