Mobil Guangdong Lubricant Distributors Management Strategy Research

In Chinese new normal,the economy growth slowed.Many medium and small enterprises faced pressure of severe.ExxonMobil Chinese lubricant authorized distributors also faced the difficult situation:some of them stagnated,some of them couldn't meet their targets both in sales revenue and profit.In this thesis,guided by the theory of marketing channel management,performance management and customer relationship management,connected with Mobil Guangdong authorized distributors'auto-lubricant products(B to C product line)sales performance and other related information survey and analysis results in Yr.2013,all these distributors had been evaluated and classified.One typical distributor had been selected from each category for further investigation to get the more details on their management,operation,coverage in each market segment,marketing capacity,etc.And they had been analyzed to find the problem and root cause also.Base on the problems of Mobil distributor management,distributors performance management and distributors relationship management,some solutions had been proposed:implement distributors classification management,communication and channel conflict management enhancement to improve distributor relationship,continued improvement on distributor training system and distributor ERP system improvement to make distributor more professional on business and management.In new normal Chinese economy,ExxonMobil should make change and get continual development.