Research On Service Marketing Strategy Of EC Lubricating Oil Company

Lubricating oil can effectively reduce the friction between the various parts of mechanical equipment, which is one of the necessary conditions for the normal operation of machinery and equipment, with the development of modern industry, lubricating oil plays a more and more important in the industrial economy, in the global scope, the lubricating oil market has obtained the considerable development, is closely related to a country’s economy the level of development and the use level of lubricating oil, lubricating oil level reflects the country’s level of economic development to a certain extent,China’s lubricating oil production and marketing power, plays an important role in the global oil market, the domestic oil market competition is fierce. China lubricating oil has a unique characteristics of the market, although the market high, low-grade oil coexist, but profits are mainly concentrated in high-grade lubricating oil, especially high-end automotive lubricants, but the domestic high-end lubricant market is monopolized by foreign brands, which Mobil and Shell represented. EC lubricating oil company is located in high-end lubricant market, the products are mainly for the gasoline engine oil, diesel engine oil, motorcycle oil and the oil subsidiary, as foreign brands of second tier brands, EC lubricating oil company is facing the pressure of market competition in the high-end lubricant market, it puts forward challenge to the marketing ability and the strategy of the company.Based on the EC lubricating oil company’s marketing strategy as the object of study, follow the questions- Analysis of the problem- to solve the problem of analysis and research. The lubricating oil product structure and domestic oil market situation and other issues were analyzed, the lubricating oil level is introduced, and the domestic and international lubricating oil market are analyzed, pointed out the problems existing in domestic oil product market distribution is not reasonable, paving the way for the following problems expansion. Secondly, the marketing situation of EC oil company and the analysis of existing problems, analysis of the EC lubricating oil company which exist in the marketing mode, marketing team, marketing ideas, marketing positioning and product development and other issues. Third, through the analysis of the macro environment and micro environment of EC lubricating oil company’s marketing environment is analyzed and compared comprehensively, including the macro environment analysis using the PEST analysis method, the micro environment analysis using Potter’s five forces model theory. Finally, the EC lubricating oil company’s marketing strategy analysis STP analysis and the 4P theory, combined with analysis of EC lubricating oil company market segmentation, target market analysis and market positioning, the company’s marketing strategy for the analysis of the theory of 4P, and gives the marketing strategy optimization and improvement suggestions.