Kunlun Lubricating Oil Into The Car With High-grade Oil Market Marketing Strategy

"KunLun" Lubricating Oil is newly put out by PetroChina lubricating oil company to contend against famous domestic and foreign brands. Under the current market condition of competitive domestic high-grade lubricating oil, analyzing, studying and probing the competitive strategy select and the marketing tactics mix of "KunLun" Lubricating Oil entering into high-grade vehicle-using lubricating oil market, not only help the domestic brand to cope with the marketing competition of the foreign brands and meet a challenge with china entering into WTO, but also provide the reference experience for other domestic brands to enter into high-grade vehicle-using lubricating oil market. First of all, basic knowledge about high-grade lubricating oil is introduced, the demand analysis of vehicle market correlated with high-grade lubricating oil is made, and the demand for domestic high-grade lubricating oil is further analyzed. Based on the relevant knowledge of corporate strategy management and marketing management, relevant external economic environments in the high-grade vehicle-using lubricating oil market, especially about the domestic macroeconomic environment, the relevant industrial environment, the other policies environment and lubricating oil industry environment, is analyzed, business environment that PetroChina Lubricating Oil Company may make a strong impact on "KunLun" Lubricating Oil is expounded briefly, and objective consumers of "KunLun" Lubricating Oil entering into high-grade vehicle-using lubricating oil market are analyzed in detail. Five competitive factors involving the potential invader's threat, the substitution goods' threat, provider's bargained strength, the buyer's bargained strength and the same trade competitors' competition with which "KunLun" Lubricating Oil is confronted in the high-grade lubricating oil market, and intra-industry competitors in particular including some foreign lubricating oil factories and some domestic's, are analyzed thoroughly by citing Michael E. Porter's five competitive forces. How "KunLun" lubricating oil should select competitive strategy isanalyzed theoretically. The applicability of Low-Cost Strategy, Focus Strategy and High Differentiation Strategy that "KunLun" Lubricating Oil selects when entering into the high-grade vehicle-using lubricating oil market is studied through tightly combining industry environment, corporate environment and market character that it faces.High Differentiation Strategy, which really referred as famous-brand strategy, is selected as a main strategy for "KunLun" Lubricating Oil to enter into the high-grade vehicle-using lubricating oil. Foundation, development and consolidation of famous-brand strategy are summed up through studying the implementation steps of famous-brand strategy.Finally, marketing tactics mix of "Kunlun" Lubricating Oil is expounded. Price tactics, channel tactics and promotion tactics are investigated.