Research On Marketing Strategy Of M’s Automotive Lubricants In Dalian

As an important part of the automotive aftermarket,automotive lubricants industry is closely related to the development of the automobile industry.After a long period of rapid development,the number of automotive lubricant brands increased rapidly.But market growth has slowed down in recent years while the competition among brands has intensified.Nowadays the automobile industry has paid more attention to environmental protection because of the higher demand for environmental protection from the whole society and tighter supervision from the government,thus the function of automotive lubricants has also developed from traditional lubrication,cooling and sealing to anti-wear and energy-saving and the automotive lubricants industry is facing a great change.M company is a young and small enterprise engaged in automotive lubricants sales in Dalian,whose main business is a new type of energy-saving and environmental protection product with a strong anti-wear function and broad market prospects.However,as a start-up enterprise,M is under great pressure to survive when faced with many problems in marketing and operation management and faces.Therefore,the key to steady development is a set of effective marketing strategy is the company based on the market,the key to success in market competition and steady development is to develop an effective marketing strategies.Based on marketing theory,this paper makes analysis on the strength and weakness,opportunities and challenges of M company,from the macro environment of politics,economy,society and technology and others factors of Dalian and the internal environment of operating status,marketing problems and reason analysis of M company.Then the paper proposes SO growth strategy for the company development through comprehensive analysis of SWOT.The market is divided into six market segments according to different user terminals.And independent maintenance agency is determined as the target market of M company based on their own brand positioning.In view of the characteristics of the target market and guided by the marketing theory of 7Ps,this paper develops the marketing mix strategy of automotive lubricants of M company in Dalian,and discusses the specific methods from seven aspects including product,price,channel and promotion and so on.On one hand,the research on marketing strategy of automotive lubricants of M company in Dalian can solve the actual difficulties of the company,increase sales,boost profits and solve the survival problems.On the other hand,it can provide reference for the development of other automotive lubricant sales enterprises in second-tier cities and make contributions to the overall development of the industry.In addition,in spite of the fierce competition in the automotive lubricant market,most relevant marketing theories remain at the macro level,while the exploration at the operational level,guidance and specific implementation methods are relatively insufficient.Therefore,it is significant to explore a set of marketing strategies applicable to automotive lubricant market.