论润滑油的品牌经营

Discussion on the Branding and Marketing of Lubricating Oil

品牌是润滑油企业、产品的灵魂,品牌经营成为润滑油竞争的焦点。就品牌经营而言,主要表现在若干方面:(1)导入CIS企业识别系统,增强自身品牌在市场中的影响力;(2)建立质量体系,质量是品牌经营的基础;(3)高技术含量、高效、柔性的生产体系能保证品牌在竞争中的优势地位;(4)随着竞争的白热化,服务永远是第一位的经营指导思想;(5)包装是润滑油产品在市场中的具体表现,在品牌竞争中起着巨大的作用;(6)市场销售网络是品牌得以生存、巩固和发展的基础;(7)实施有效的市场管理机制,才能保证营销工作能够长期、健康地发展;(8)价格定位是一个企业、一种产品的身价,是衡量质量水准和服务水准的尺度;(9)一个品牌若想保持长期快速的发展,就要不断开发、生产出市场需求的新产品。

Branding is perhaps the most significant element to marketing lubricating oil. The main elements of brand marketing are as follows: 1) introducing identified system of enterprise of CIS, to enhance the influence of the brand itself on the markets 2) establishing a quality control system; 3) giving the brand a competitive advantage through advanced, efficient, and flexible production techniques; 4) establishing superior service that can distinguish the brand in competitive environments; 5) splendid packing that allows the brand to play an important role in the competitive marketplace; 6) creating a systematic marketing network that lays the foundation for the brands existence and improved market share; 7) The marketing will not be developed lastingly and healthily but the effective mechanism of market management. 8) Price level shows status of an enterprise and a sort of product, which is the measure of weighting the level of quality and service. 9) developing continued brand identity by rapid development of new products.