China Petroleum Lubricants Brand Business Model And Strategy Research

In the knowledge economic and market economic era, brand is a strategical tool for firms to win the competition on market. Through joint-ventrure, cooperation, amalgamating and purchasing, international enterprieses clump into China with capitals, technologies, management and brands and banner foreign brands all over the land. The market value of brand is now recognized by more and more enterprises. Chinese people began to operate their own brand since then. It is no doubt that brand is a necessary and optimal weapon in the modern market competition. How to obtain this sharp weapon is an important problem faced by different Chinese mainland firms.Based on modern marketing and brand marketing theories, the thesis uses many methods such as comparing analysis, synthesis, syllogism, demonstration, etc. to do some deeply and systemic research work surrounding on the theme of the CNPC Lube Coporation' s(CNPCLC) Brand Operation Mode and Policies. This paper discusses firstly the marketing situation of the CNPCLC, points out its success and default, and find out the core brand value of lube brand. Then, it analyses the marketing environment and competition opponents to which the CNPCLC opposed now. The competition on Chinese lube market has developed to the new phase of brand operation competition. Finally, this thesis designs the brand operation mode and policies for CNPCLC, which including brand positioning policy, visulizing policy, protecting policy, etc. , and talk about the problems should noticed by CNPCLC during the brand operation. All in all, this thesis manages to recognize and grasp wholly and clearly the brand construction and the practice of brand operation within the CNPCLC. In the end, the author hopes that some conclusions and the successful experience of CNPCLC can set an example and have synergistic aspect for some mainland enterprises' management so that they can carry forward their own brand and enhance the national economy.