Research On Brand Development Strategy Of Industrial Lube Oil Of PetroChina Lubricant Company In Zhejiang Province

China’s economy officially entered a "new normal" in 2014, Market structure face a major adjustment. Oil industry, the market environment is also undergoing change different from the past. On the one hand, China has become the global lubricants consumption superpower, a huge market demand for the development of enterprises has brought unprecedented opportunities. On the other hand, the "new normal" economic growth began to shift from extensive fine type, enterprise development can not rely as before to achieve sales growth to increase profits, but also to consider the sales volume growth slow or even decline down to get extra profits by increasing product value and brand value. Mobil, Shell, BP foreign brand with over 100 years of brand management and advanced brand management experience, brand value is generally higher than China’s own national brands, accounted for the highest profits of high-end lubricant market most of the country. Face of strong competition, Kunlun Lubricant as a leader in the urgent need to develop scientific and reasonable, in line with their actual brand development strategy.Based on the systematic study of brand development strategy theory, study on Kunlun brand development strategy of industrial lubricants market in Zhejiang, a detailed study of the internal and external environment in which the Kunlun Lubricant and SWOT analysis of the Kunlun brand to do a comprehensive analysis. This paper examines the main lubricants brand in Zhejiang market, Mobil, Shell, BP, Sinopec, Runbei, analyze their strengths and weaknesses. In theory, the analysis of the internal and external environment Kunlun brand, presented comparative analysis of industrial lubricants market in Zhejiang Kunlun brand development strategy implementation plan for the implementation of the Kunlun brand development strategy provides a theoretical support on the basis of competitive brands.