Research On Optimization Of Marketing Business Of EM Company West Branch

In recent years,due to the rapid development of China’s economy,the booming automobile,machine tool,power and other industries,as well as the upgrading of equipment and technology,China’s demand for lubricating oil is gradually increasing.Only from the point of automobile lubricating oil market,oil change is an essential link for car maintenance,the popularizing period of our country has entered the car,car ownership and China’s one thousand people are still amounted to less than the world average level,so the Chinese car market and the automobile lubricating oil market growth potential is still worth looking forward to.EM company,the full name of Exxon Mobil company,has a history of more than 100 years in China.In this paper,the business of the lubricating oil sector of its western branch is mainly analyzed.In general,the brands in China’s automotive lubricants market can be divided into three categories: foreign brands,domestic brands and local niche brands.EM company as one of the pioneer of vehicle-use lubricant for foreign companies,in China for so many years,with the rapid development of China’s economy,its business has been developing rapidly,but in recent years,by the new normal,national policy,technological progress,and a series of influence increased competition,the EM vehicle-use lubricant marketing business is faced with many problems.In order to comprehensively analyze and solve these problems,this paper,through understanding and analyzing different dimensions of EM China head office and western branch office,also made a thorough investigation of different brands of automotive lubricants on the market.As well as the actual visits to several markets of different sizes of vehicle lubricants in the western region,combined with literature materials such as literature review,field visits,analysis of different cases and final induction and summary of relevant marketing system works and papers,Based on the marketing theory of 4P/PEST /STP,this paper finds out the current problems in the automotive lubricating oil business of EM west branch office and automotive lubricants market,analyzes and optimizes the innovation of these problems,and provides corresponding solutions from the aspects of product positioning,price,channels,promotion innovation and service optimization.