Research On The Optimization Of Marketing Strategy Of "KL" Industrial Lubricants In Hunnan

Reform and opening up has brought about the rapid development of China’s economy,China has become a global manufacturing center,which has also driven the rapid growth of lubricant demand,at present China has become the world’s largest consumer of lubricants,industrial lubricants in the lubricant market occupies half of the country.With the slowdown in global macroeconomic growth in recent years,coupled with the impact of the new crown epidemic and trade protectionism,the industrial lubricant market has also been affected,which has brought more severe challenges to the already competitive sales market.National policies such as "Made in China 2025" and " The Belt and Road" contain huge business and development opportunities,and along with the promotion of policies on the development of manufacturing,construction machinery and other industries,providing a new stage for the development of China’s industrial lubricant market.Taking W Lubricants Sales Branch(hereinafter referred to as: W Company)as the research object,this thesis analyzes the marketing environment of the "KL" industrial lubricant Hunan market of W Company from the dimensions of external environment and industry competition environment by combing the relevant literature,using the relevant theories and research tools of marketing strategies.Using SWOT theory,the advantages,disadvantages,opportunities and challenges of "KL" industrial lubricant marketing in Hunan were further analyzed,and the crux of the existing marketing management problems was found.Using STP theory,combined with the market situation in Hunan Province,in-depth research was carried out from three aspects: market segment analysis,market positioning and target market selection,and the marketing strategy based on 4R marketing theory was formulated based on the actual situation.It puts forward four aspects of strategic implementation safeguard measures in four aspects: system,financial resources,material resources and human resources."KL" industrial lubricants with the help of quality and technical advantages,gradually narrow the gap with foreign lubricant brands,accelerate the transformation and upgrading of KL lubrication to "technology + service + brand",achieve quantitative and efficient growth,promote high-quality development,and provide marketing strategy implementation suggestions for building W company into a world-class hightech enterprise with the best efficiency,the best brand,digitalization and intelligence.