中国润滑油市场现状分析与展望(下)

China's Lubricating Oil Market:Current Situation and Prospects ( Second Half)

外国石油公司在中国润滑油市场的定位是:以高档油为主,大力扩占中档油市场份额。市场目标消费群体主要是原设备制造商、汽车修理厂、汽车出租公司和运输公司、加油站专卖店及汽车快捷保修店。外国石油公司掌握了一定的市场营销规律,针对润滑油销售的周期性、季节性和知识性采取不同的营销方式。相比之下,国内润滑油企业的市场定位不明确,营销力量薄弱,产品跟不上市场需求变化,缺乏科研与应用一体化的产品开发机制。根据中国国情,国内润滑油企业的市场定位应该是:努力扩占高档油市场份额,巩固和发展中档油市场份额,重视低档油的市场份额;在营销策略上,要强化“质优价廉”或“质同价低”的价格定位,让利于批发商,建立营销网络,讲究包装、服务、用户咨询、物流配送等。应坚决压缩全损耗用油的产量,严格控制中、低档油调合厂的建设,坚持“以高档油为主、内燃机油为主、多级油为主和小包装为主”的发展方针,大力发展绿色产品。

Foreign oil companies are trying hard to enlarge their market share in mid-grade oil while positioning themselves in the high end of the Chinese lubricating oil market. Their targeted consumers are primarily original equipment manufacturers, garages, car rental and transportation companies, filling stations and franchised stores as well as instant car maintenance outlets. Foreign oil companies, thoroughly familiar with the rules of the marketplace, adopt different marketing strategies in accordance with the time of the year, the season and their extensive knowledge of the lubricating oil market. In contrast, domestic lube-producing enterprise' s marketing strategies are ambiguous. They are weak in marketing. Their products do not respond quickly enough to changes in market demand. They lack product development mechanisms to integrate research and application. In accordance with China' s domestic situation, domestic enterprises should position themselves so as to enlarge their market share of high-grade oil while consolidating and developing mid-grade oil, and at the same time paying attention to maintaining their market share of low-grade oil. In regard to marketing policies, domestic enterprises should stick to a 'good quality, low price ' and 'same quality, low price ' strategy for the benefit of their wholesale dealers, set up a marketing network, pay attention to packaging, service, user consultation, product flow and delivery. The output of the net loss products should be reduced. The construction of blending plants for mid-grade and low-grade oils should be strictly controlled. The development guideline of 'giving priority to high-grade oil, internal combustion engine oil, multi-grade oil and small packaging should be adhered to. Lastly, great effort should be made to develop 'green', that is, pollution-free, products.