The Reform Schema And Related Building Plan Of JuYang Lubricant Products' Marketing Channel

As one of the four kinds of petroleum products, lubricant products not only have critical influence on Chinese economics and people livelihood, but also are the important standard of valuating petroleum chemical company. Being one of the earliest opening market, the turnover of lubricant market is high up to $22 billion one year. Vehicle-use Lubricant products, as the most important lubricant products, Chinese companies manufacture majority products, but most of the marketing profits are taken away by a few of international petroleum enterprises.Through researching marketing circumstance and marketing channel of Nan Yang Special Wax Refinery Company, the paper find out lower distribute efficiency is the basic reason to drop off its competitive capacity. To many of civil SME(small and medium-sized enterprises) lubricant enterprise, the reason is the same. Based on abundant practical investigation, the paper point out only these kinds of enterprises reform their channel structure and improve channel members' functions and activities can they change their survive crisis . After Bringing out how to reform channel policy, some advice is given to how to strength the stableprice and brand-building and promotion as a whole. This research effort also can be used to improve profit capability of other enterprises.