The Analysis On Marketing Strategy Of Kunlun Lubricant Oil Company In North Area

Our nation has become the second largest lubricating oil consuming country next to the United States now. The amount of lubricating oil consumption has been up to 6.3 million tons a year, and the sales revenue has been more than RMB 60 billion. At president, there are three main hierarchies in national lubricating oil market:the international lubricating oil brands, which have the competition advantage in the high quality market and share 76% of the high quality lubricating oil market, encompass the Shell, Mobil and BP; the "Kunlun" of China National Petroleum, the "Great Wall" of China Petrochemical have definitely the advantage in intermediate quality market and share more than 50% of this market; the private enterprises represented by the Tongyi Petroleum, which depend on theirs flexible mechanisms and strong marketing, share the most of the low quality market and a portion of the high and intermediate market.The marketing policies of international lubricating oil brands were discussed first about the product differentiation strategy and brand strategy in this dissertation. Then the advantages and disadvantages of "Kunlun" and other competitors from national and foreign market were compared and analyzed using SWOT method based on the reality of national market demands. The opportunities and threatens of "Kunlun" were discussed and by applying the marketing of relative theories, the planning and implementing of marketing strategy were proposed about the product strategy, price strategy, channel strategy, promotion strategy and the full management of logistics, and the strategic points, difficulties and steps of implementing of the marketing strategy of "Kunlun" were discussed in detail.