Program And Implement Research Of The Marketing Strategy In The Kunlun Lubricating Oil

In 2003, after having become to the world's second largest consumer of oil only less than the United States, China became to the second largest lubricating oil consumer, over Russia for the first time. The consumption of lubricating oil amounted to 4 million tons, and the sales income reached to more than 30 billion Yuan in one year, however, nearly 80% of the high-end lubricating oil market was occupied by Mobil, Shell, and other foreign brands, the remaining shares competed by the China National Petroleum, China Petrochemical and internal 3000 lubricating oil plants.Sales are the source and foundation of Enterprise's development. Marketing strategy and its management is an enormous and complicated systematic project involving marketing plans, segmentation, target choices, competition, combination of marketing factors, marketing net construction, strategic control, and other aspects. The article first analysis the sales of international lubricants brands from the three aspects of differentiation strategy, cost leadership strategy and brand strategy. Then, combined with domestic lubricants market demand, applied SWOT analysis, this article compared the advantages and disadvantages of the Kunlun Lubricant with major competitors at home and abroad, discussed its opportunities and threats, using 4C, 6P, 4Rtheories suggested the Kunlun Lubricant do some planning and implementation in product strategy, pricing strategies, channel strategies, marketing strategy and logistics management, and other aspects. It also describe in details of the key points, difficult and implementation steps of Kunlun lubricants marketing strategy and its strong operability makes this paper has a certain breakthrough in practice.