本文選題：潤滑油 + 市場(chǎng)營銷　； 參考：《吉林大學(xué)》2014年碩士論文

【摘要】：潤滑油產(chǎn)業(yè)作為石化產(chǎn)業(yè)的一個(gè)分類，其加工技術(shù)含量較高、產(chǎn)生的附加值較大。潤滑油生產(chǎn)和研發(fā)能力是衡量一個(gè)國家石油化工行業(yè)先進(jìn)與否的重要標(biāo)準(zhǔn)。因而，提升我國潤滑油行業(yè)的核心競(jìng)爭(zhēng)力對(duì)于提升整個(gè)中國石油行業(yè)的核心競(jìng)爭(zhēng)力具有十分重大的意義。一方面，隨著我國加入WTO，我國潤滑油市場(chǎng)已逐步對(duì)外開放，國際石油巨頭紛紛利用其資本優(yōu)勢(shì)、技術(shù)優(yōu)勢(shì)、先進(jìn)的管理、營銷經(jīng)驗(yàn)進(jìn)入中國市場(chǎng)，中國潤滑油行業(yè)面臨著激烈的市場(chǎng)競(jìng)爭(zhēng)；另一方面，我國潤滑油行業(yè)存在標(biāo)準(zhǔn)缺失、核心競(jìng)爭(zhēng)力不足等不足。長(zhǎng)城、昆侖兩大國有潤滑油品牌雖然在產(chǎn)品品類研發(fā)、品牌創(chuàng)建及顧客忠誠度建立方面取得一定的成就，但與國際一線品牌相比在技術(shù)、營銷等核心競(jìng)爭(zhēng)力方面與國際石油巨頭還有較大差距，而我國大量的中小潤滑油企業(yè)更是形勢(shì)嚴(yán)峻，亟需建立自身的核心競(jìng)爭(zhēng)力以在激烈的中國潤滑油視察贏得一席之地。浙江省是我國潤滑油市場(chǎng)需求最大的省份之一，而長(zhǎng)城品牌又是浙江省市場(chǎng)份額最大的潤滑油品牌，但面對(duì)日益激烈的市場(chǎng)競(jìng)爭(zhēng)，，中石化浙江潤滑油銷售公司要保住市場(chǎng)份額第一并取得更好的發(fā)展，必須認(rèn)真分析自身在潤滑油營銷方面的優(yōu)勢(shì)和不足，并針對(duì)性的提出相應(yīng)意見和建議。 本文首先詳細(xì)分析了中國潤滑油行業(yè)的市場(chǎng)現(xiàn)狀以及浙江潤滑油行業(yè)的具體情況，據(jù)此提出了“長(zhǎng)城”潤滑油行業(yè)提升營銷能力的必要性和緊迫性；其次，本文綜述了企業(yè)市場(chǎng)營銷的相應(yīng)概念和思想并重點(diǎn)分析了中國潤滑油市場(chǎng)；再次，本文利用SWOT分析法對(duì)中石化浙江潤滑油公司面臨的內(nèi)外部環(huán)境進(jìn)行了分析，指出其未來發(fā)展的市場(chǎng)機(jī)遇及所要應(yīng)對(duì)的市場(chǎng)挑戰(zhàn)。在此基礎(chǔ)上，提出浙江潤滑油銷售分公司的所采取的管理和市場(chǎng)策略；最后本文對(duì)研究結(jié)論進(jìn)行總結(jié)，希望本文能為我國潤滑油行業(yè)提升核心競(jìng)爭(zhēng)力提供一定的參考和借鑒。
[Abstract]:As a classification of petrochemical industry, lube oil industry has higher processing technology and higher added value. Lubricating oil production and R & D capability is an important standard to measure the advanced or not of a country's petrochemical industry. Therefore, it is of great significance to enhance the core competitiveness of China's lube oil industry. On the one hand, with China's entry into the WTO, China's lubricating oil market has gradually opened to the outside world, and international oil giants have made use of their capital advantages, technological advantages, advanced management and marketing experience to enter the Chinese market. The lube oil industry in China is faced with fierce market competition, on the other hand, the lack of standards and the lack of core competitiveness in China's lubricating oil industry. Although the Great Wall, Kunlun's two state-owned lubricating oil brands have made some achievements in product category research and development, brand building and customer loyalty establishment, compared with international first-line brands, they are in technology. There is still a big gap between marketing and international oil giants, and a large number of small and medium-sized lubricating oil enterprises in China are facing a severe situation. It is urgent to establish their own core competitiveness in order to win a place in the fierce inspection of lubricating oil in China. Zhejiang Province is one of the provinces with the biggest demand for lubricating oil market in our country, and the Great Wall brand is the lubricant brand with the largest market share in Zhejiang Province, but facing the increasingly fierce market competition, In order to keep the market share and gain better development, Sinopec Zhejiang Lubricant Marketing Company must seriously analyze its own advantages and disadvantages in lubricating oil marketing, and put forward corresponding suggestions and suggestions. In this paper, firstly, the market situation of China's lube oil industry and the specific situation of Zhejiang lube oil industry are analyzed in detail, and then the necessity and urgency of "the Great Wall" lube oil industry to enhance marketing capability are put forward. This paper summarizes the corresponding concepts and ideas of enterprise marketing and focuses on the analysis of China's lubricating oil market. Thirdly, this paper analyzes the internal and external environment facing Zhejiang Lubricating Oil Company of Sinopec by using SWOT method. The paper points out the market opportunities and the market challenges to be met in the future. On this basis, this paper puts forward the management and market strategy adopted by Zhejiang Lubricating Oil sales Branch, and finally, this paper summarizes the research conclusions, hoping that this paper can provide some reference and reference for the lube oil industry in China to enhance the core competitiveness.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.22;F274

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