Study On Brand Stragey Of PetroChina Lubricant Company

China has become the fastest consumption growth market in the worldwide. With the market environment and structure development rapidly, the competition in China's market of lubricants has become increasingly intense. The brand popularity is the major factor that effected on lubricants consumption, and can say lubricant industry has entered into the brand consumption age. For the past 7 years from its foundation, PetroChina Lubricant Company created KUNLUN lubricant brand, but account to the intense competition, the company also urgent to create the strong brand combined with its own resource superiority, to further win the high-end market.This paper on the brand strategy of PetroChina Lubricant Company is divided into four parts to interpret: The first part expounds the relevant theory and connotation of the brand and brand strategy, analyses the importance and necessity of the implementation of enterprise brand strategy; The second part analyses the internal & exterior environment that China's lubricants market face by using some enterprise strategic research methods and techniques, and puts forward sale behavior of lubricant and the competition patterns of lubricant brand in current China market; The third part analyses the motivation of designing brand strategy of PetroChina Lubricant Company, and formulates its brand strategy on the base of SWOT analysis; The fourth part points out the implementation procedure of the brand strategy of PetroChina Lubricant Company, and introduces the implementation tactics as well, such as organization guarantee, system innovation, market management, and integrated brand marketing, etc., and puts forward seven concrete implementation measures.This paper closely combines the basic theory of brand strategic research with the situations of PetroChina Lubricant Company, and the strategy measures formulated has very realism significance for the development of PetroChina Lubricant Company. Meanwhile, it is also a beneficial attempt for the domestic lubricant enterprises to do well in market.