Marketing Design Of "Kunlun" Lubricants In Shanghai About XX Company

Shanghai is the municipality directly under the central government, the2009GDP reached RMB$1.49trillion.. According to the2009Shanghai motor vehicle retains the quantity is1470000, car uses lube market scale is close to RMB1000000000. But the XX company" Kunlun" lubricants sales market in Shanghai is a bottleneck problem. As in recent years the market growth is lack of power, market channel and disorderly competition, enterprise and channel profit decrease in price competition, marsh, in token of high profits in the high-end lubricant market share has slipped, high-end brand awareness is not high, but all these restrict" Kunlun" lubricants in Shanghai market growth.This paper analyzes the "Kunlun" lubricate in the Shanghai region’s marketing present situation, from the size of the market, competitors analysis, to Shanghai area terminal customer questionnaire research and combined with the4RS theory, pointed out the Shanghai area XX company" Kunlun" lubricants marketing scheme adjustment necessity. Under this background, introducing the customer relationship management theory, marketing theory and related theory of supply chain management, in this theory as the foundation, make XX company Shanghai marketing scheme design, including direct sales mix platform design, direct sales platform design of mixed channel access, experiential marketing terminal design shop, customers relationship management platform design and direct sales mix platform marketing design. Around the marketing pattern design, made in Shanghai direct sales mix platform marketing scheme implementation and preparation, as well as in operation must pay attention to cost control management and performance management and other problems.Design goal is to make the XX company in the Shanghai region lubricants fierce competition in the market to find" Kunlun" lubricating oil sales to the blue ocean market direction, at the same time, similar to the Shanghai such especially big city lubricants marketing the success of the programmer will also be on the further development of XX company has important significance, thus eventually hope to be able to for China’s domestic oil brand marketing channels to provide new ideas.