Study On The Strategy Of The Great Wall Lubricating Oil And The Implementation Suggestion

China opened the lubricant market 20 years ago,since then lots of foreign lubricant brands join the domestic market.After years of fierce competition between domestic brands and foreign brands,there has shaped an overall pattern,which the state –owned brands led by the Great Wall,Kunlun,the international brands led by shell,Mobil and thousands of small local brands competing with each other.In recent years,influenced by China's economic new normal and the change of commercial pattern brought by the Internet,China lubricant oil industry is facing great challenges.The Great Wall lubricating oil,as a comprehensive state –owned brand,has to face the threats both that the international brands try to take up the high-end market share and the local brands try to take up the low-end market share.This brings the Great Wall lubricating oil great pressure.The Great Wall lubricating oil as the leading brand in the domestic lubricant oil industry,its success or failure has a direct impact on the future development trend of China's lubricant oil industry.This paper is to help the Great Wall to find the proper competitive strategy matching with the current industry environment and its own advantages.Further,this paper also raises suggestions on implementation for the Great Wall to establish absolute advantage in domestic oil market and become one of the first class lubricating oil brands in the world finally.Mainly based on the competitive strategy theory of Potter Michael,this paper analyzes the development environment of China lubricant oil industry(PEST),the advantages and disadvantages of the Great Wall lubricating oil(SWOT)and its main competitors,and concludes that the Great Wall lubricating oil should implement the differentiation strategy,take advantage of technology support and service,take the lead in the industry oil market,and then improve the overall market share and raise its brand influence.The Great Wall lubricating oil need to take measures in brand building,market,technology,human resources and other aspects to establish its competitive advantage with the core ‘technical support' and ‘service 'and strive to become the leading brand in the domestic market.This paper finally,hopes China lubricant oil industry form overall competitive pattern that the domestic brands led by the Great Wall dominate the market,and the foreign brands take up minority share of the high-end market.