湖南润滑油公司营销策略研究

【作者】 黄建明；

【导师】 冯正强；

【作者基本信息】 中南大学 ， 工商管理， 2004， 硕士

【摘要】 润滑油是石化产品中最具品牌效应的产品,也一直是跨国公司用来打开外国石油市场的先头产品和利器。随着2005年我国成品油零售市场的放开,外国石油公司必将全面进入湖南石油市场。作为湖南省最大的润滑油专业销售公司,即将面临国内外竞争对手更加严峻的挑战,湖南润滑油公司如何在未来寡头垄断的润滑油市场中赢得市场领导者地位,是关系到企业生存和发展的重大课题。 本文以我国润滑油行业未来发展的宏观形势为研究背景,以湖南润滑油公司为研究对象,从研究湖南润滑油市场入手,运用现代市场营销理论和经济学相关研究方法,通过引用大量的数据,在湖南市场层面着重研究了润滑油产业结构状况,同时系统分析了湖南润滑油公司的营销机会与风险,剖析了企业的优势与劣势,进而提出了企业赢得并持续巩固市场领导者地位应采取的竞争策略和营销策略组合。希望本文研究结果能对湖南润滑油公司实施整体营销策略起到参考作用,同时对中国石化的其他润滑油销售企业乃至中国润滑油行业的发展提供一定借鉴。更多还原

【Abstract】 Lubricants are brand products effectively outstanding among petrochemical goods and they are always the pioneering and sharp weapons of the MNC to enter foreign oil markets. With the opening of the retail prices of the finished oil goods in 2005, foreign oil companies will certainly sweep into the oil market of Hunan. As the biggest company in Hunan specialized in lubricants, Hnpec will soon face the harsh competitions and challenges from home and abroad, hence how it can win its leading position in the future highly monopolized lubricant market becomes an important project concerning its existence and development.Based on the research on the macro-situation of the future development of lubricant market, the article uses Hnpec as an example to investigate oil market of Hunan through marketing tactics and relative economic methods. By using large amount of data, researches over the construction of lubricant industry in Hunan together with the analyses of opportunities and risks of Sinopec Hnpec and its strong and weak points, the article proposes the competitive tactics and marketing tactics for companies to enhance and sustain their leading market situations. Also, the article hopes to function as a reference for Hnpec to adopt its systematic marketing tactics as well as a valuable lesson for other lubricant firms of Sinopec and even China’s lubricant industry as a whole.更多还原