Research On Construction Strategy Of Lubricant Channel Couplings

In the past ten years,the global lubricant industry's production capacity and development focus shifted.After fierce market competition,China's lubricant market finally formed a pattern of foreign brands,state-owned group brands and private brands.The demand for lubricants in China has been,after rapid growth for a period of time,entered a period of slow growth.Environmental issues and the rapid innovation of Internet technology have brought more challenges to the lubricant industry.The competition in the market will be more reflected in the competition between the service and the customer in the regional dealers who have direct dialogue with the end customers.New competition requires new models,and new cooperation requires new strategies.The construction strategy of SS lubricating oil channel joint seller is put forward under this background.Under the complex competitive situation,this paper refers to the domestic and foreign marketing channel theory,competition theory,multi-brand marketing theory and strategic alliance theory,using Porter five-force model,SWOT analysis method,The internal and external environment of SS Company is analyzed by questionnaire and other methods,combined with the changing trend of global lubricating oil demand,the competitive situation of lubricating oil market in China and the common problems of lubricating oil marketing channels in China,as well as the complex characteristics of lubricating oil marketing.This paper makes a series of analysis and exploration on the necessity of channel transformation of SS Company,the feasibility and construction strategy of channel joint seller construction.It is considered that it is necessary to transform the development mode of lubricating oil channel dealers based on the development trend of lubricating oil andthe present situation of the traditional mode of channel dealers.At the same time,based on the bargaining ability of the upstream and downstream of the company,the current situation of the internal management of the enterprise,the current situation of competitors and other scenarios,it is feasible to use the specific channel distributor as the lead enterprise to construct the channel joint marketing body.Under the new economic conditions,dealers,as the carrier and transit station of marketing networks such as products,technology,information,resources and so on,integrate and construct multi-brand channel co-sellers,and turn simple competition into multiple cooperation.Creating new interests and forming new core competitiveness is an important strategy for the survival and development of dealers.Furthermore,a series of strategies and countermeasures for the construction of channel joint sellers are put forward from the aspects of strategic orientation,implementation path,governance mode,operation mechanism,asset management,system construction and so on.