Zhe Study Of Improve The Trademark Competitiveness Of KunLun By Dint Of The Construction Of Terminal Networks

This thesis analyzes the current situation and characteristics of automotive lubricating oil market and development trend of automobile industry in China. Based on that, the author thinks that due to the high development of automobile industry, there will be high-speed demand increase for super-lubrication oil, which will provide an uncommon chance for Petrochina lubricant company. But how to grasp this great opportunity and improve the market share significantly? In this paper the author thinks that one of the most effective measures that Petrochina lubricant company should take is to deepen the sales channel levels and reinforce the development and management of terminal sales network.; Improve the trademark competitiveness of Petrochina lubricant company on the base of it.In the Begin of 1990s,the conception and theory of competitiveness is introduced from foreign country,which is regarded and received by business circles and theoretician。Any preponderance of core competitiveness which are seized of by some enterprises such as resources superiority, technological superiority, make good use of talent, mange superiority and marketing superiority, they should all translate the trademark competitiveness of enterprises finally. Depending on these ways, the enterprises will be sustainable development and exist in the cutthroat competition market economy environment, keep long period of order and stability. From comprehensive analysis of resource, capacity, technology, manage, marketing and people resource in the enterprises, consulting experiences of the enterprises at home and abroad ,the author deeply discuss the question: the really core competitiveness of the enterprises appear as trademark competitiveness which have profound influence on the development of operating enterprises in fact .According to the characteristics of lubricating oil products, in order to improve thetrademark popularity the enterprises use two ways to face consumers: advertisement and product package. In the product packages, the customs of automobile oil are most and popular. Prevalent popularity does not present the powerful competitiveness. resources superiority, technological superiority, make good use of talent, mange superiority and marketing superiority concur to improve the core competitiveness of the enterprises .we improve the trademark competitiveness ofPetrochina lubricant company more through the exploitation and construction of high quality terminal networks and knight service of service centre.