以市场调研为基础的润滑油营销价值管理实践研究

Study on Practice of Marketing Value Management of Lubricants Based on Market Research

我国经济高速增长,带动润滑油销量急剧上升。随着市场的不断扩大,其竞争也变得十分激烈。近几年来,我国经济进入新的发展阶段,国家进行了深入的产业调整,这也大大压缩了润滑油的市场空间。传统的润滑油销售模式已经无法满足润滑油企业的需求。在现代润滑油企业经营中,市场调研有助于润滑油企业深入了解市场发展的情况,对市场以及客户形成全面的了解,为企业营销活动的开展提供保障。由此可见,深入的市场调研在润滑油企业营销价值管理决策中具有一定的现实意义。

China's rapid economic growth leads to a sharp rise in lubricant sales.With continuous expansion of China's lubri-cant market,the competition has become very fierce.In recent years,China's economy has entered a new stage of deep in-dustrial reconstruction,which causes shrinking market size of lubricant.The traditional model of lubricant sales cannot meet the needs of lubricant enterprises.In the modern lubricant enterprise management,market research provides an insight into the market development situation,acknowledgement of market and customer needs,and guarantee of enterprise marketing activ-ities.Thus,in-depth market research is of great significance to management decision of marketing value of lubricant enterprises.