论文标题:武汉润佳润滑油公司车用高档润滑油的市场定位分析
论文作者
论文导师 张悟移,论文学位 硕士,论文专业 工商管理
论文单位 昆明理工大学,点击次数 86,论文页数 53页File Size3155K
2006-06-01论文网 http://www.lw23.com/lunwen_1013813697/
Lubricants ; high-grade lubricants of car; market position
润滑油行业是我国支柱产业——石油和化工行业的重要组成部分，与国家宏观经济形势以及汽车、机械、交通运输等行业的发展息息相关。经过多年的市场角逐，当前我国润滑油市场已形成“三足鼎立”的基本竞争格局。其中外国石油公司在高档车用润滑油市场占据优势，中国石化、中国石油两大国有石油公司主要占据中档润滑油市场，而大多数地方民营企业则依靠中、低档润滑油市场维持生存。迅速膨胀的车用润滑油市场和高额利润，是高端市场迅速上升为润滑油竞争的主战场。高端润滑油市场的占有率将最终决定润滑油企业的市场地位和利润水平。 本论文通过综合运用SWOT分析法和STP营销理论对润佳公司车用高档油进行深入的研究，把研究对象放在武汉润佳公司车用高档润滑油的市场定位分析上，具体内容包括市场定位的原因、意义、依据、方法等。 润佳公司车用高档油进行准确的市场定位，这有利于建立润佳公司及车用高档油的市场特色，使润佳公司获得竞争优势，使公司能够充分利用现有人、物质源并使其合理有效配置，维持和增长现有市场份额，扩大高端市场占有，塑造强势品牌，缩小与国内外知名品牌的差距以及对同类民营企业的发展具有一定的研究意义和参考价值。
Lubricants industry is the pillar industries --petroleum and chemical industries" an important part of the macroeconomic situation and with the national machinery and transportation industries are closely related. After years of market competition, has become China"s current lubricants market, "the confrontation among three forces" of the basic competition pattern. Which foreign oil companies in a high-grade automotive lubricants market advantages, China Petrochemical, China"s two major state-owned oil major oil companies occupy class lubricants market, and most localities are relying on private enterprise, low lubricants market to survive. Rapidly expanding automotive lubricants markets and high profits are rising rapidly for the high-end market competition lubricants main battlefield. High-end lubricants market share will ultimately determine the lubricants market position and profit enterprise level.The present papers on the thorough research of the upscale oil conducts through the synthesis using the SWOT analytic method and the STP marketing theory to Wu Han Run Jia enterprise, places the object and the analysis f study on the upscale lubricating oil the market to locate in the Wu Han Run Jia Company, concretes on content including market localization reason, significance, basis, method as well as implementation strategy and so on.Share good business with high-grade petrol vehicles accurate market positioning, which is conducive to establishing good business experience and high-grade automotive oil market characteristics, so that everything was good business competitive advantage, enabling companies to take full advantage of existing human, material sources and rational and efficient allocation of its maintenance and growth of existing market share and expand the high-end market share, strong brand image, narrowing the gap with international renowned brands and the development of private enterprises of a certain kind of meaning and reference research.
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