国内船舶润滑油市场特点分析及其营销策略探讨

Analysis of the Feature of Chinese Marine Lubricant Market and a Discussion on Marketing Strategy

目前国内船舶润滑油市场的组织市场特点日趋明显,而国内船舶润滑油行业的竞争愈发白热化,如何在与同行竞争中保持竞争优势并改变竞争劣势对于国内船舶润滑油企业变得愈发紧迫,为此选取了中国石油润滑油公司销售的昆仑船舶润滑油作为市场研究对象,通过分析其顾客让渡价值、所处的竞争环境、在服务营销上的不足等问题,提出了当前的应对措施和基本策略以及长期的营销策略。

It is widely known that Chinese marine lubricant market has become more and more organized nowadays.As domestic marine lubricant industry is getting more competitive,it is crucial to a company to understand how to keep the competitive advantages as well as overcome its disadvantages.Therefore,Kunlun marine lubricant(sold by PetroChina Lubricant Company) is set as the object of market research.The responses,basic strategy and long-term marketing strategy at present time are put forward by analyzing the issue...