Research On Marketing Strategy Optimization Of PetroChina Lubricating Oil Company

Lubricating oil industry is a barometer of national economy.Its market scale and industry development are closely related to the national macroeconomic situation.With the rapid growth of China’s economy,the demand for lubricating oil shows a rapid growth trend.With the promotion of "Made in China 2025" strategy,new industries such as high-speed rail,robots and so on are gradually emerging,and the market demand of new specialty products in lubricating oil industry is gradually increasing.At present,there are three main camps in the market,one is the state-owned enterprises represented by Kunlun and Great Wall,the other is the foreign brands represented by Mobil and Shell,and the third is the private brands such as Longpan and Unified developed with the development of the market.State-owned lubricating oil enterprises represented by PetroChina have broken through in the fierce competition and are growing steadily.The Lubricant Branch of CNPC is a typical traditional state-owned enterprise.Its organizational structure,mode of production and marketing strategy represent the current situation of most state-owned enterprises in China.The company has experienced the development of planned economy and market economy,and its marketing strategy has changed with the development of the times.With the increase of market participants and the development of Internet,the domestic lubricant industry has gradually transformed from channel competition to brand competition and service competition.In recent years,with the national "one belt and one road" initiative promoting the trend of China’s industry going out,the internationalization of domestic lubricant enterprises has also begun.Therefore,the marketing strategy requirements of lubricating oil enterprises are more diversified and flexible.The marketing work of the lubricating oil industry has begun to change to the direction of creating value for customers and providing lubricating services.Large lubricating oil companies have begun to gradually change to the direction of service providers.Channel marketing mode has also begun to change,sales to develop terminals,maintenance terminals,service terminals mainly,+Internet channel change,online and offline highly integrated.Technology leads business development,with new technology and new products leading and driving industrial upgrading and development of emerging industries,innovation leads development into the trend of marketing strategy.Based on the theory of marketing and the development trend of domestic lubricating oil industry,this paper analyses the marketing system of China Petroleum Lubricating Oil Company,applies marketing theory knowledge,and combines with the actual situation of Kunlun Lubricating Oil Company,from six parts.The first chapter is the introduction part,which elaborates the purpose and significance of the research,expounds the research methods,ideas and existing innovations,and finally combs the research trends at home and abroad.The second chapter is the basic analysis of the related theories,explaining the concepts of service marketing,7P theory,PEST model tools and so on.Chapter three is the analysis of marketing of China Petroleum Lubricating Oil Company.Firstly,it introduces China Petroleum Lubricating Oil Company.Through PEST model tool,it carries out macro-environment analysis from five aspects:political environment,economic environment,social environment and technological environment.Then it explains the situation faced by China Petroleum Lubricating Oil Company through five-force analysis model.Chapter 4 analyses the current marketing situation and existing problems of lubricating oil companies.The fifth chapter is the key part of this paper.Combining with the marketing theory,it analyses the objectives and principles of the optimization scheme of the company’s marketing system,locates the target market of the company,and puts forward the content of specific marketing strategy optimization.The sixth chapter puts forward the implementation guarantee of marketing strategy optimization,and the seventh chapter summarizes and prospects the whole article.Through the research on the optimization of marketing strategy of China Petroleum Lubricating Oil Company,the enterprise itself can be promoted to improve decision-making methods,optimize organizational structure and maintain its vigorous vitality.Based on the present marketing situation of China Petroleum Lubricating Oil Company,this paper analyses how state-owned enterprises adapt to the Internet era,accelerate enterprise transformation and enhance enterprise competition under the new retail economy.Efforts should be made to build up the national brand image.By using PEST and SWOT economic analysis models,the current marketing strategies adopted by the company are analyzed to find out the source of the problems,and then the marketing strategies that are in line with the characteristics of enterprises at the present stage and the needs of customers are worked out.New ideas for the transformation and development of enterprises are summarized and explored.Finally,the practice of marketing theory in enterprises is summarized and enriched to other enterprises.Reform and development provide reference.