ExxonMobil Automotive Lubricants In China Marketing Channel Design

With the rapid development of China’s automotive industry, automotive lubricants market demand growing, which undoubtedly intensified the competition between the foreign oil brands and domestic lubricants brand. In the fierce competition, Chinese lubricants enterprises in order to establish its market position and to gain a competitive advantage, must pay attention to lubrication oil marketing channel regulation management and operation. Because the marketing channel is the connection bridge between enterprises and consumers, the marketing channel decides whether the enterprise can obtain active right of competition, the lasting competitive advantage and the enterprise’s sustainable development space, channels is becoming more and more important in the future competitive situation.This thesis is a research on ExxonMobil automotive lubricants marketing channel design. It analyzes the ExxonMobil’s existing channel mode, and applying fuzzy-analytic hierarchy process method to analyze channel members and channel mode, so that we could through the qualitative and quantitative analysis of in-depth analysis of the multinational oil companies more scientific marketing channel. At the same time, through the ExxonMobil automotive lubricants marketing channel analysis, we can formulate appropriate marketing channels for our lubricants enterprises, and explore new ideas, provide a reference basis.