试论润滑油实施名牌战略

Discussion on the Implementation of Lubricant Famous Brand Strategy

润滑油市场竞争十分激烈,各种竞争手段层出不穷,在各种竞争手段中,处于统领地位的是品牌竞争。品牌的定位和品牌形象的塑造是核心的竞争手段。品牌决定竞争力,企业为了增强市场竞争能力,谋求持续成长和更高的盈利水平,必须创建并运用具有国际竞争力的品牌,通过系统的、长远的谋划,最终在长期的竞争中取得胜利。文章介绍了我国润滑油品牌竞争的状况,分析了润滑油实施名牌战略的意义和国内润滑油品牌存在的缺陷,提出了润滑油实施名牌战略的具体措施。

Lubricant market competition is very severe which covers a full range of means, in which brand competition is playing a dominating role. The brand positioning and brand image are the core of competitive means. Enterprises must create and use internationally competitive brands in order to improving the market competitive ability, achieving continuous growth and a high level of profits. The competition situation of lubricant brand in China is introduced, and the significance of implementing lubricant famous brand strategy and the defect of the domestic lubricant brand are analyzed. Finally, the detailed measures are put forward.