The Research Of GW Lubricant Company's Marketing Channel

With the high constant speed of economy and furious competition of every industry,it looks more important for the choice of marketing channel mode. Enterprise can win the market no other than it attach sufficient importance of marketing channel mode.On the basis of thorough analysis of enterprise situation,external environment, competition actuality,and internal condition, marketing channel can be chosen and adjusted. We can finally find out the real problem through analyzing strenghs,weaks,opportunity and threat of enterprise,thereby, adjust and improve pertinently and enhance the competitive ability of enterprise's channel. This paper targeted on the some problems faced by the GW lubricant company on the marketing channel,using the demonstration and canonical analysis,consulting some related marketing theory. Through analysis of enterprise situation,external environment, competition actuality,and internal condition, we conclude that the quantity will be increased quickly due to the high speed increase of national economy and the drive of related industy. All these off good opportunity to GW company. The strength is high brand name,enough resources and the support of Sinopec. The weak is bad channel mode, unreasonable product structure, unsuitable market mechanism. At the same time,we found that the present channels of GW company are lack of management and control,channel chain is pretty long,layer is in disorder. All these problems need to be adjusted. This paper bring forward that gridding,tabullus and amalgamation is the objective of GW company.The paper have referenced value to GW company's marketing in the future.