发挥网络优势 充分挖掘润滑油销售潜力

Using existing marketing networks to boost lubricating oil's sales potential

润滑油在中国石油销售公司(轻油公司)的非油品销售中占有重要地位,但存在缺乏专业技术培训、仓储及物流配送不足、与润滑油公司当地经销商渠道有冲突等问题。基于华中地区轻油公司销售润滑油的实践,建议轻油公司充分发挥销售网络发达、覆盖面广的优势,提供油品整体解决方案,带动成品油销量;明确目标定位,专注大中型终端用户的开发;发挥"同源"优势,在"中国石油"大旗之下,实现轻油销售和润滑油销售的结合;更重要的是,润滑油地区公司要做好销售渠道监管,促使轻油公司与润滑油经销商协同作战。

Lubricating oil sales play an important role in light-oil companies' non-oil sales. However, there are shortcomings in professional training, storage, logistics, and harmony with local dealer channels. For some light-oil companies' lubricating oil sales in central China, the essay gives the following suggestions: firstly, focus on large and mediumsized end-users. Secondly, combine sales of light oil and lubricating oil. Thirdly, light oil companies and lubricating oil dealers are complementary, and the lubricating oil company should perform the duties of sales channel regulator.