Research On Marketing Strategy Of SD Company’s Lubricating Oil Products

Lubricating oil can reduce the friction between various parts of construction machinery,which is one of the necessary conditions to ensure the normal operation of mechanical equipment.The economic development level of a country is closely related to the level of lubricating oil.China is a big country of lubricant production and sales,occupying a very important position in the world,and the market competition is very drastic.Although all kinds of lubricants exist in the market,the marketing profit is mainly concentrated in the high-end lubricants.Because the domestic high-end lubricant market is usually monopolized by the first-line foreign brands represented by Mobil,Shell and Castrol,the research and analysis of the domestic lubricant market status are carried out to optimize the marketing strategy for domestic lubricant companies,strengthen the market competitiveness and break the monopoly of foreign brands.So,it has very important practical significance.SD company is located in the middle and high-end lubricating oil market.The products are mainly small vehicle lubricating oil.The company is facing market competition pressure in all aspects in the middle and high-end lubricating oil market,which puts forward a test to the company’s marketing ability and strategy.In this paper,the marketing strategy of SD lubricating oil company is taken as the research object,the analysis and research are carried out according to the idea of putting forward problems,analyzing problems and solving problems.At first,this paper expounds the research background and related theoretical basis;Secondly,it analyzes the current marketing situation of SD company,finding out the problems and reasons in marketing mode,target market positioning and product structure;through the analysis of macro and micro environment,it makes a comprehensive analysis and comparison of the marketing environment of SD Company,and using SWOT analysis method to analyze SD Company’s marketing environment.Finally,combined with the actual production and operation of SD company,it puts forward specific marketing strategies from Product,Price,Place,Promotion,People,Physical Evidence and Process aspects,so as to strengthen the market competitiveness of SD Company in the lubricating oil market,and provide reference for other enterprises.