润滑油品牌规划与市场推广

Plans for Lubricant Brand and Market Promotion

品牌优势是企业竞争中最为宝贵的优势。国内的润滑油品牌在创新、定位和技术支持方面存在不足,缺少市场调研和科学规划。要进行润滑油的品牌策划,应从几个方面入手:(1)对品牌的竞争力进行分析,包括对它的市场认知度、价格体系及网络服务等的分析。(2)进行品牌定位的分析,包括对品牌稽核与评估、市场调研、品牌定位方法的研究。品牌定位强调个性化,应强化与所属石油公司的关系,在多品牌共存的情况下,应力推主力品牌,同时要形成和保持不同品牌间的特征差异化。(3)保证质量,在符合国家标准的前提下可以设立更为严格的内控质量指标。(4)做好品牌产品的客户服务,这是品牌价值的核心。加油站、汽配店、汽修厂和快速换油中心等是润滑油进行市场推广的主要模式。

Product branding is the most valuable advantage of an enterprise for competition. Short of market research and scientific planning, domestic lubricants brands have inadequate efforts for the creation of, positioning and technical support necessary to effective branding. It is necessary to make the following efforts to more effectively brand: (1) Analyze brand competitiveness, including market recognition, price system and service network. (2) Analyze brand position, including brand verification and appraisal, and market research on brand-positioning methods. Brand positioning stresses individualization and closer relations with the affiliated oil company. In the case of crowded brand sector, it is necessary to focus on the main brand. Meanwhile, characteristics of different brands should be established and kept; (3) Quality assurance; stricter internal quality control standards can be established on the basis of meeting national standards. (4) Customer service for branded product. This is the core of brand value. Petrol stations, auto shops and auto repair facilities are the main outlets to promote the marketing of lubricants.