Research On The Marketing Strategy Of XL Company’s Automobile Lubricating Oil In China

With the rapid development of China’s automobile industry in the past ten years,China’s automobile industry has also developed rapidly.Whether imported brand cars,joint venture brand cars,or Chinese local brand cars,the production and sales data almost show a year-on-year growth.Although automobile sales have slowed down in the past two years,according to the data of the Ministry of public security,as of June 2020,China’s automobile ownership has reached 270 million.Most of the automobile engines are internal combustion engines,which need to use lubricating oil.Such a large number of cars has given birth to the rapid development of automotive lubricant industry.It has formed a huge lubricant market led by Exxon Mobil and Royal Dutch Shell,with hundreds of other domestic and foreign brands competing.With the increasing competition in the automotive lubricant market,the gross profit level is decreasing year by year,and the operation of lubricant brands is becoming more and more difficult.In such an environment,it is urgent to study and optimize the marketing strategy of automotive lubricants.This paper takes the marketing strategy of XLcompany automobile lubricating oil as the research object.Firstly,through consulting domestic and foreign literature,we can understand the current research status,theoretical and practical stages and market environment of automotive lubricant marketing strategy.Then using the marketing theory,starting from the company’s current situation and marketing strategy of XLcompany automotive lubricants,through field research and data analysis,this paper analyzes the market positioning,product strategy,price strategy,promotion strategy and channel strategy of XLcompany automotive lubricants and competitive products at this stage.Combined with STP theory,4P theory and SWOT analysis method of marketing,this paper finds out the deficiencies in some areas,and finally puts forward improvement measures and suggestions,so as to provide a more suitable marketing strategy for the current market of XLcompany automotive lubricants.Through the above in-depth analysis and research,this paper concludes that XL company has many problems and deficiencies in marketing strategy and marketing strategy.In view of these shortcomings,this paper also puts forward a series of improvement measures,and obtains some conclusions with practical significance,which provides reference suggestions for XL company to find a better development path in the future.