Weihai Wangrunlai Lubrication Mate Marketing Strategy Research

The paper tries to use management knowledge to expound development strategy of Weihai Wangrunlai Lubrication Technology Co., Ltd from the following aspects. Wanrunlai lubrication additive (lubrication mate) is a new product to launch into market with the characteristics of high investment, high risk but no reputation. It is extremely difficult and challenging even combining the R&D and industrialization. Therefore, it is practically significant to study and make the marketing development strategy, which will help to bring into play the product's scientific advantage and expand the market rapidly as well as enhance core competence. The paper includes two main parts: introducing the technical principle of lubrication mate and analyzing the competition environment. Analyze the competition environment, identify competition key factors and then bring forward the strategy project through SWOT analytical method. The paper raises four strategy projects totally, namely the future four strategy projects of Weihai Wanrunlai Co., Ltd. That is to say: 1. Rely on company's own strength to research and development new products, occupy the market with technology; 2. Cooperate with related scientific research units to do research and exploit the market commonly; 3. Seek for venture investor and partner to carry the market with fully strength; 4. Make full use of national policy and seize hold of key customers. Finally put forward rational suggestions on marketing strategy based on the above strategies' evaluation of suitability, feasibility and acceptability.